Skincare Unboxed | SKIN Bets On Consumables

Skincare Unboxed

Here's what's happening this week in the world of skincare marketing:
- SKIN leans into consumables; margins up, device sales lag.
- Clinique opens Amazon Mexico Premium Beauty; marketplace playbook shifts.
- RoC rolls out AI skin-age tool for data-driven personalization.
- Soko Glam inks Space NK shop-in-shop; curated K-beauty scales.
- Martha Stewart readies a skincare line; celebrity-led trust tested.

⏱️Why Your Attribution Model Might Be Leading You Astray

At eTail Boston 2025, Fospha’s Chief Product Officer Dom Devlin joined leaders from Ahold Delhaize, Fleet Feet and Bonsai to tackle one of marketing’s most expensive blind spots: how brands measure performance across channels.

Too many brands still skew budgets toward the final click - because that’s the only place their reporting gives them certainty, all while under-funding the demand generation that actually drives long-term growth. Fleet Feet’s Tiffany Lee shared how cutting upper-funnel spend for just eight months saw new customer acquisition drop sharply, only recovering once awareness campaigns were restored.

Dom added another layer: the marketplace blind spot. Fospha’s data shows 42% of Amazon sales are influenced by non-Amazon ads - yet most reporting tools treat those sales as “organic,” meaning the channels that triggered the purchase never get the credit. Without that visibility, key growth drivers are left under-invested.

This is where Fospha’s Halo capability comes in - bringing DTC and marketplace sales into one Unified ROAS metric. It allows brands to see the true impact of channels like TikTok, Meta, and YouTube across all revenue streams, not just their own sites, and make confident, evidence-based decisions about where to spend next.

🔎 Read the full session insights to see all the panel’s takeaways on full-funnel measurement and closing marketplace gaps

📥️ Explore Fospha’s Halo Report to uncover how brands like Nécessaire used it to beat their Prime Day benchmarks by 47%

📌WEEKLY MUST-KNOWS

MARKETPLACES & OMNICHANNEL
Clinique Launches In The Amazon.com.mx Premium Beauty Store
Clinique debuted on Amazon.com.mx’s Premium Beauty store, expanding prestige access and retail media reach in Latin America via Amazon’s controlled environment. The move validates marketplace-led growth for prestige and elevates playbooks around assortment control, compliance, and paid search in new geographies. Amazon, Estée Lauder Companies, regional distributors, and competing prestige brands are immediately impacted.

AI & PERSONALIZATION
Revieve And RoC Debut AI Skin-Age Diagnostics
Revieve partnered with RoC to launch an AI skin-age diagnostic that generates expert-backed insights and recommendations. This elevates first-party data capture and PDP conversion while raising the bar for evidence-based claims and consented data use. Mass skincare brands, retailers, and regulatory teams should note implications for UX, CRM enrichment, and substantiation standards.

EARNINGS & OPERATIONS
BeautyHealth (SKIN) Q2: Consumables Top 70%, Margins Improve
BeautyHealth posted a Q2 revenue beat and raised FY guidance as recurring consumables surpassed 70% of sales, while device demand softened amid macro headwinds and tariffs. The pivot strengthens gross margins and cash generation but signals continued pressure on capital equipment velocity in the med-spa channel. Providers, distributors, and rival device-led platforms should prepare for price actions on consumables and a revamped sales motion targeting device recovery.

⚡QUICK READS

Soko Glam To Launch K-Beauty Shops-In-Shop At Space NK: Soko Glam will open curated K-beauty spaces inside Space NK, signaling retailer-on-retailer curation and a faster on-ramp for indie Korean brands. (More)

Martha Stewart To Launch Skincare Line: Martha Stewart is entering skincare, adding a high-trust celebrity voice likely to compete in the pro-aging segment and test the conversion power of legacy influence. (More)

Skinceuticals Unveils A.G.E. Interrupter Ultra Serum: SkinCeuticals expanded its glycation-focused franchise, giving derm channels and premium retail a high-ticket launch to anchor Q3 merchandising. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division