Skincare Unboxed | Dove Moves Menopause Care to Amazon Exclusive

Skincare Unboxed

This week, here’s what’s happening in the world of skincare marketing:
- Dove targets menopausal consumers with Amazon-only wellness range
- Private label sales surge as shoppers trade down from prestige
- Neutrogena turns BookTok into Vitamin C storytelling

🌟 Editor’s Pick - Incrementality Over Instincts

Stop Chasing Conversions - Start Measuring Real Growth
The path to measurement maturity isn’t about tracking every conversion - it’s about understanding what’s truly incremental.

That’s the focus of Fospha’s new Meta whitepaper, created in partnership with six leading eCommerce brands. The findings reveal what happens when marketers move beyond Last Click - and start building systems that reflect how growth actually happens.

Highlights include:

• Why Last Click dramatically undervalues upper-funnel marketing

• Predictive modeling uncovering up to 80% more revenue potential in Meta

• How brands found the confidence to reallocate budget and scale new channels

• How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact

As Andy King, Head of Performance Marketing at NBrown, put it:

“It was really insightful to see how much Meta’s impact was being underestimated by Last Click. Fospha’s data gave us a clearer picture of its true value, in the context of our other channels, highlighting opportunities we hadn’t fully recognized before.”

👉 Download Fospha’s Meta Whitepaper to see how leading brands are redefining measurement for 2025.

📌WEEKLY MUST-KNOWS

ECOMMERCE STRATEGY
Dove Launches Women’s Wellness Range On Amazon

Dove has rolled out a four-SKU perimenopause line sold only through Amazon U.S., coupling dermatologist-developed formulas with a candid “Made with TMI” campaign. The move plants Unilever’s flagship brand inside the wellness aisle and leverages Amazon’s life-stage targeting data, showing how CPG majors will use marketplace exclusives to test white-space categories at speed. Menopausal shoppers gain dedicated solutions while DTC hormone-care players meet a mainstream challenger.

RETAIL TRENDS
Private Labels Challenge Dupes As Consumers Pull Back on Beauty Spending
Circana data show U.S. private-label beauty sales grew 4.4 % in H1 2025 versus 1.1 % for national brands, with Ulta, CVS and Walgreens expanding proprietary lines. Retailers are converting trade-down behavior into margin by pairing shelf control with influencer trust, forcing heritage brands to defend share on price, performance and loyalty. Marketers must recalibrate positioning before holiday pullback intensifies..

CHANNEL STRATEGY
Jafra Beauty Innovations: Leading the Direct Selling Revolution
Jafra is redefining direct selling in beauty, leveraging premium skincare and consultant empowerment to drive growth. The brand’s hybrid approach—blending digital engagement with personal selling—signals a shift in channel strategy for brands seeking to deepen customer relationships and adapt to evolving consumer expectations.

⚡QUICK READS

‘The Cosmetic Victories’ Celebrates 10 Years of Beauty Innovation: French startup Loretta’s nanometric Digital Skin Twin and CNRS’s aging biomarker took top honors, signaling AI’s fast move into claims substantiation. (More)

Neutrogena Partners with Serena Kerrigan for Romance Marketing: Wattpad romance shorts ride #SteamyBookTok’s 4.7 bn views to frame the brand’s new Vitamin C serum as a narrative-driven glow booster. (More)

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