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- Skincare Unboxed | Alicia Yoon didn’t chase virality — and won
Skincare Unboxed | Alicia Yoon didn’t chase virality — and won
Plus, Zabalafin Hydrogel shows early promise in Phase 2 trials
Sophie Bruxner-Randall
July 02, 2025
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Welcome to Skincare Unboxed — your weekly drop of skincare eCommerce trends, campaigns, and category standouts.
CommerceNext Recap 🔈
What CommerceNext Taught Us About Brand
CommerceNext called it out: over-investing in conversion-led tactics is starving brands of future growth.
As Dom Devlin explained:
“Last-click is easy for CFOs to understand — but it’s a strategic dead end.”
Fospha’s Glow reveals how brands like Sweaty Betty link early signals (branded search, engaged visits) to revenue down the line — giving marketers the ammo they need to defend brand budgets.
Download The Glow Report and discover how top brands are measuring their brand marketing in 2025
Sector Spotlight 🎥
ATOPIC DERMATITIS TREATMENT
Alphyn Biologics' Zabalafin Hydrogel, highlighted in a peer-reviewed journal, offers a multi-target therapeutic approach for atopic dermatitis by addressing itch, inflammation, and bacterial components. This topical treatment, now undergoing Phase 2b trials, holds promise for comprehensive care and long-term use, relevant for dermatologists and patients.
BEAUTY MARKET TRENDS
In 2025, affordable beauty outpaces luxury brands as economic pressures, paired with innovation, drive consumer preference. This trend, particularly embraced by value-conscious Gen Z, highlights a shift towards high-performing, budget-friendly products available from mass retailers and online. Beauty brands targeting this market must emphasize ingredient transparency and leverage social media engagement for broader consumer reach.
BEAUTY MARKET TRENDS
Alicia Yoon propelled Korean skincare into the U.S. through Peach & Lily, emphasizing education and influencer collaboration. The brand's strategic, data-driven marketing moved beyond chasing viral trends to focus on cultivating informed, engaged audiences for its products. This method proved effective in promoting Peach & Lily’s offerings as credible and desirable within the beauty industry.
SUSTAINABLE PACKAGING INNOVATION
Sustainable packaging offers brands a competitive edge by enhancing trust through transparent material sourcing and traceability. Interactive technology, such as QR codes and NFC tags, transforms packaging into an educational tool that reinforces brand values. Embracing these innovations fosters consumer loyalty and aligns brand practices with environmental responsibility.
Optimization Hub ⚙️
CUSTOMER ENGAGEMENT
Effective Customer Communications Management (CCM) elevates customer experience and loyalty by utilizing personalization, omni-channel strategies, automation, and robust security measures. This approach is crucial for businesses aiming to enhance engagement and retention, addressing challenges like system integration and data privacy compliance with innovative solutions. Implementing these practices delivers consistent, impactful messaging, fostering meaningful customer relationships.
VIDEO MARKETING
YouTube cards are essential tools for marketers, enhancing engagement by promoting related content within videos. Their use improves viewer interaction, drives traffic to content or eCommerce, and can increase subscribers. Successful implementation involves careful timing, appealing graphics, and performance analysis through metrics.