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- Skincare Unboxed | How Brand Spend Is Driving Higher AOV in Beauty
Skincare Unboxed | How Brand Spend Is Driving Higher AOV in Beauty
Plus, L'Oréal strengthens its premium skincare play with a Medik8 acquisition.
Sophie Bruxner-Randall
June 11, 2025
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Welcome to Skincare Unboxed — your weekly drop of skincare eCommerce trends, campaigns, and category standouts.
Editor’s Pick ✨
 | Does AOV feel like a mystery? A new research report from Fospha reveals the key: consistent brand investment directly drives AOV and pricing power. Fospha's research, using Bayesian network modeling, reveals a causal link for the first time: brands investing over 5% in Awareness campaigns see AOV improve yearly. Unlock your brand's value. Read the full research and learn how to boost your pricing power. with consumer needs. |
Sector Spotlight 🎥
BUSINESS ACQUISITION
L'Oréal's acquisition of a majority stake in Medik8 reflects a strategic move to strengthen its presence in the premium skin care market. Medik8, known for its effective, science-backed products, aligns with L'Oréal's commitment to expanding its dermocosmetics portfolio, offering marketers insights into tapping global growth opportunities. This partnership highlights the growing demand for science-driven skin care and underscores the significance of aligning brand values and innovation with consumer needs.
BEAUTY MARKET TRENDS
Ädesē Skincare, a Canadian luxury brand, integrates minimalist design with scientific precision, catering to a demand for sustainable and efficacious products. Their innovations, including Walled Garden technology and 'Äirlēss Refills', resonate with eco-conscious consumers, highlighting a growing trend in luxurious yet minimal skincare solutions. Positioned as appealing to discerning consumers, Ädesē’s offerings demonstrate a market preference for clean, high-performance beauty products.
BEAUTY TECH FEATURES
NY Post
CurrentBody's skincare devices featured in Netflix's 'Sirens', including the LED Light Therapy Mask and Lip Perfector, highlight the growing market for home-use beauty technology. These devices provide professional-grade skincare treatments at home, appealing to consumers seeking convenience and effectiveness. Marketers can capitalize on the increasing consumer demand for at-home beauty solutions.
SUSTAINABLE PACKAGING
Shiseido's adoption of LiquiForm technology for pump dispensers significantly reduces environmental impact by integrating bottle-molding and filling into one step, leading to decreased plastic usage by 56% and CO₂ emissions by 48%. This innovation supports sustainable packaging practices, appealing to eco-conscious consumers and aligning with marketing strategies aimed at environmental responsibility. The initiative could provide competitive advantages by enhancing brand value through sustainability.
Optimization Hub ⚙️
INCLUSIVE MARKETING
Brands dialing down Pride campaigns in 2025 risk more than bad PR—85% of LGBTQ+ consumers say they’ll spend elsewhere if inclusion efforts are dropped. This year’s approach is quieter but more considered: Levi’s focuses on safe public spaces, MAC commits $1M to LGBTQ+ causes, and Nike co-designs sneakers with queer athletes. Flashy rainbows are out; sincerity and year-round support are in.
SOCIAL MEDIA MARKETING
Instagram's trial Reels are proving valuable for creators, as they boost reach and provide insights by showing content to non-followers. With a cap of 20 trial Reels daily, 80% of those increasing Reels frequency saw greater reach. Ideal for those seeking audience insights and strategic content planning in professional accounts.
SOCIAL MEDIA MARKETING
Pinterest's latest ranking model, TransActV2, significantly enhances user engagement by analyzing a broader history of interactions, leading to a 6.35% increase in re-pin actions and 12.8% fewer Pin hides. This update, relevant for marketers, offers a more personalized user experience, improving content relevance and discovery for Pinterest's 570 million users, thus making it a strategic platform consideration for increased audience engagement.