Skincare Unboxed Newsletter | Live From SXSW 📍

Live From SXSW 🎤

🎯 What Every eCommerce Marketer Was Talking About at SXSW

ClickZ has been on the ground at SXSW, reporting from exclusive interviews, panels, and sessions. Here are some standout takeaways for eCommerce marketers — and how to turn them into actionable growth opportunities:

✅ Audio Meets Video: Over 270M people now watch video podcasts on Spotify — but ad spend hasn’t caught up yet. The rise of multi-format content presents a major opportunity for brand engagement. Understanding cross-platform performance will be key to capitalizing on this shift.

✅ AI-Driven Personalization: AI is driving consumer expectations — with users engaging across 13+ platforms daily, they now expect hyper-personalized, native ad experiences. Real-time insights into which platforms are driving true impact will allow you to fine-tune your strategy.

✅ Authenticity Is Driving Performance: Authen📊 Understanding these shifts requires smarter measurement. That’s why leading brands are turning to Fospha to track cross-platform performance and uncover the true impact of brand engagement across channels.

📊 Understanding these shifts requires smarter measurement. That’s why leading brands are turning to Fospha to track cross-platform performance and uncover the true impact of brand engagement across channels.

👀 Stay tuned for more updates from SXSW — where innovation meets opportunity.

Building Consumer Trust Through Strategic Brand Narratives

In an era of constant media noise, consumer trust in skincare brands is increasingly shaped by the tone and framing of public narratives. Just as political headlines can sway public opinion, the way brands communicate during product launches, customer issues, or industry shifts can either build trust or erode loyalty. Understanding how to navigate these dynamics offers valuable strategic insights for skincare eCommerce marketers.

Poorly managed brand stories—whether through inconsistent messaging or lack of transparency—can have the same destabilizing effect on consumer confidence as political missteps do on public trust. To safeguard reputation and drive engagement, skincare brands should:

1. Monitor sentiment in real-time – Use social listening tools to track consumer reactions and adjust messaging swiftly.

2. Maintain transparency – Authentic communication about product changes, ingredients, or supply chain issues builds credibility.

3. Diversify outreach – Leverage multiple formats (e.g., video, blogs, influencer collaborations) to meet consumers where they engage most.

4. Engage with feedback – Thoughtful responses to customer reviews and comments strengthen brand authenticity and deepen consumer connection.

For eCommerce brands, building trust isn’t just about offering quality products—it’s about crafting a consistent, transparent, and responsive narrative that positions the brand as a reliable and values-driven market leader.

Sector Spotlight 🎥

SLEEP SKINCARE TRENDS

Estée Lauder Collaborates with Sleep Authority for Breakthrough Beauty Insights

Estée Lauder's straegic move to appoint Dr. Matthew Walker as Global Sleep Science Advisor exemplifies innovation in addressing sleep's impact on skincare. This collaboration leverages cutting-edge research to fuel marketing and eCommerce strategies, responding to the burgeoning sleep-focused skincare trend and driving consumer engagement through informed, trend-aligned content and pioneering digital initiatives.

BEAUTY SKINCARE INNOVATION

Transform Your Beauty Brand by Embracing Slugging's Luxurious Potential

Slugging’s rise in skincare highlights a strategic opportunity for beauty brands to drive engagement and trust. The practice of applying petrolatum to lock in moisture and repair the skin barrier has gained traction, but its occlusive nature also carries the risk of breakouts—underscoring the need for careful consumer education.

For beauty marketers, success lies in balancing product benefits with transparent guidance. Position slugging products alongside lightweight alternatives for different skin types, use targeted messaging to manage expectations, and leverage data-driven insights to refine positioning. Educating consumers while reinforcing product benefits can build credibility and long-term customer loyalty in the competitive skincare market.

STRATEGIC DERMATOLOGY SHIFT

Hims & Hers Refines Skin Care Strategy, Optimizes Dermatology Product Line

Hims & Hers Health has ended Apostrophe, its personalized acne treatment line, to concentrate on strengthening the Hims and Hers brands in skin care. This move aligns with evolving market demands and regulatory shifts, despite significant revenue growth. Access to transition support for consumers underscores their commitment to customer satisfaction.

BEAUTY MARKET INNOVATION

Milky Toners Trend as a Advantage in Beauty eCommerce

Milky toners have redefined skincare marketing by emphasizing hydration and barrier strengthening, enhancing complexions with a sought-after glow. Emerging from K-beauty influencers and trailblazers like Laneige's Cream Skin Refiner, their popularity surge is evidenced by significant increases in Google and TikTok searches, indicating lucrative opportunities for digital marketers and eCommerce strategists.

BRAND BUILDING

Coppertone Innovates with Ilona Maher in Digital-Driven Sunscreen

Coppertone's Unbeatable Performance campaign, featuring rugby player Ilona Maher, demonstrates innovation by integrating consumer authenticity with Sport line's 4-in-1 sun protection emphasis. Highlighting both intense training scenarios and relaxation, this campaign showcases brand resilience through digitally engaging elements that speak to modern beauty marketing trends and eCommerce potential.

STRATEGIC BEAUTY INNOVATION

Unilever's AI Innovation Sets New Standards in Beauty and Wellbeing Marketing

Unilever's use of AI, machine learning, and data revolutionizes product innovation, exemplified by novel whole-body deodorants and MicroMoisture technology. This technologically-driven approach refines R&D for niche consumer needs, fostering dynamic growth and adaptability within the beauty sector, offering eCommerce professionals actionable insights for enhanced brand engagement and market penetration.

SKINCARE MARKET STRATEGY

Skinvest Diversifies Brand Reach with New Products for Indian eCommerce Success

Skinvest is charting a bold path in the skincare sector with plans for global expansion and six innovative product launches, including entry into the UAE. Founded in 2022, the brand's swift rise stems from pioneering, India-centric skincare solutions. It utilizes cutting-edge digital platforms to enhance marketing efficacy and operational agility.

🎯 Exclusive: Get 10% Off Shoptalk Registration

ClickZ is thrilled to offer our readers an exclusive 10% discount on Shoptalk—where the future of retail takes shape.

Shoptalk brings together the biggest names in eCommerce and retail to explore the latest trends and challenges—from AI-driven personalization to shifting consumer behavior.

ClickZ will be on the ground at Shoptalk, sharing exclusive insights with our readers. Fospha will be attending too—book a meeting to discover how performance-driven measurement can transform your strategy.

👉 Register now using the code RBCLICK269.
👉 Book a Meeting with Fospha

Influencer Corner 📣

Optimization Hub ⚙️

AI-ENHANCED MARKETING

Google's AI Mode Transforms Affiliate Marketing into an Opportunity Rich Landscape

Google's AI Mode reshapes search landscapes, presenting unique opportunities to boost product visibility, engagement, and precise targeting. With shifts from traditional search, carefully optimizing content for AI-generated summaries is key. Embracing this transformation can enhance strategies in competitive, data-driven eCommerce channels.

AD TECH EVOLUTION

Leading the Ad Tech Renaissance with AI, Programmatic Innovation and Privacy-First Strategies: Insights from Women and the Forefront

In 2025, ad tech advances through AI solutions, programmatic strategies, and privacy-focused methods. Leaders highlight AI's potential in optimizing consumer engagement and the value of direct partnerships within CTV's evolving landscape. Embracing rapid AI changes and inventive formats will be key to enhancing performance.