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- Skincare Unboxed Newsletter | Your Amazon Strategy is Missing THIS đ
Skincare Unboxed Newsletter | Your Amazon Strategy is Missing THIS đ
Plus, Gillian Anderson Joins LâOreÌalâWhat It Means for Beauty
Sophie Bruxner-Randall
February 27, 2025 âą Estimated Reading Time: 7 minutes
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Welcome to Skincare Unboxed, your go-to newsletter for skincare eCommerce insights.
The Growth Hack đ„
NĂ©cessaire, like many brands, knew that their DTC ads drive Amazon conversions but simply couldn't measure this relationship. With Amazon representing one-third of US eCommerce sales, this lack of visibility is endemic.
With Halo, NĂ©cessaire were able to see their Unified ROAS, a new metric that measures the combined return on ad spend across DTC and marketplaces like Amazon. They discovered that TikTok's Unified ROAS was twice as high and Meta's ROAS was 87% higher than previously measurable with DTC-only ROAS.
Armed with this knowledge, they adjusted their channel mix and achieved 47% higher Prime Day revenue than industry benchmarks.
Sector Spotlight đ„
BEAUTY MARKETING TRENDS
Nando's introduces a short-lived Extra Creamy Face Cream, tapping its renowned Garlic & Pepper sauce for inspiration, to bolster its Creamy Salad Dressing's reintroduction. This venture into food-infused skincare explores anti-aging potentials, illustrating strategic brand collaborations and highlighting limited-edition releases as a potent marketing mechanism within the beauty sector.
BEAUTY MARKETING
 | Gillian Anderson joins L'OrĂ©al Paris as a global ambassador, targeting the 50+ female demographic and redefining beauty in later years. Her partnership with the brandâs Age Perfect campaign highlights a strategic move to engage mature consumers, reflecting current trends in inclusivity. |
BEAUTY MARKETING INSIGHTS
The men's skincare market is on track to hit $23 billion by 2030, fueled by surging grooming demand across North America, Europe, and Asia-Pacific. Prominent trends showcase multi-functional, eco-friendly products with natural ingredients, amplified through social media engagement. eCommerce platforms are outpacing traditional retail in growth trajectory.
BEAUTY MARKETING MASTERY
Bioré UV partners with K-pop sensation Stray Kids for the "Sunlight is Your Spotlight" campaign, targeting key global markets from April 2025. By utilizing Stray Kids' profound digital influence, this strategic move highlights Bioré's innovative lightweight sunscreens, aiming to boost brand presence while fostering consumer engagement within the competitive beauty realm.
INNOVATIVE SKINCARE COLLABORATION
3D Aesthetics collaborates with HydroPeptide to transform skincare through the synthesis of cutting-edge technology and scientifically-backed products. This strategic alliance introduces state-of-the-art facial protocols, offering unparalleled skincare results. By merging technology with luxury skincare, this partnership sets a new industry benchmark, driving innovation in consumer engagement and brand differentiation.
INNOVATIVE BEAUTY STRATEGIES
Weleda's Contouring Night Cream, leveraging cutting-edge Collagen Active Complex, addresses menopausal skin by enhancing collagen, diminishing wrinkles, and refining contours. Tested on 30 subjects, results were impressive. Accompanied by the Blue Gentian & Edelweiss Day Cream, this range exemplifies strategic innovation, offering robust opportunities for dynamic digital marketing in beauty eCommerce.
Attending eTail Palm Springs?
Optimization Hub âïž
AD PLATFORM EVOLUTION
Open-source marketing mix modeling (MMM) is gaining traction as a strategic tool, with Google's Meridian leading the shift towards transparent and privacy-compliant solutions. This model uses Bayesian causal inference to enhance budget allocation across digital platforms, attracting support from industry giants and promising more accurate, insightful marketing strategies.
"It's great to see the general shift from the old and fundamentally broken way of doing measurement - user level and cookie-based MTA, towards a machine learning probabilistic approach"
OUTDOOR ADVERTISING
Programmatic Digital Out-of-Home (pDOOH) offers immense potential in outdoor advertising, yet remains underutilized. Agencies must leverage technology, data integration, and creative innovation to enhance personalization and engagement. Collaboration between media and creative agencies is crucial for maximizing pDOOH's strategic impact on cross-channel advertising. Quality execution remains paramount.
EMAIL MARKETING
Email marketing mistakes such as ignoring personalization, neglecting mobile optimization, and failing to segment lists can harm engagement and brand reputation. Legal issues may arise from non-compliance. Emphasizing personalization, compelling subject lines, clear CTAs, mobile optimization, and analytics are essential for improved performance in email campaigns.
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