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Skincare Unboxed | This Google Ad Shift Is Fueling Beauty Brand Booms

Plus, this brand is turning post-sun care into a year-round premium category.

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Welcome to Skincare Unboxed — your weekly drop of skincare eCommerce trends, campaigns, and category standouts.

New Research 🧐

Google's YouTube and Demand Gen are soaring as the fastest-growing Google Ad channels year-over-year. Why are brands betting big on them in 2025?

Fospha's analysis of over $500M in ad spend across hundreds of brands reveals why. From accelerated revenue growth, to boosted Amazon sales and higher AOV - brands going full-funnel in Google are winning big.

For the full research and a step-by-step guide to maximizing these channels, download the free resource now!

Sector Spotlight 🎥

BEAUTY MARKET TRENDS

Aptar Beauty’s Derma Series launches a range of dispensing and packaging solutions tailored to the fast-growing dermocosmetics sector, highlighting precision, regulatory compliance, and sustainability. By integrating design insights, AI-driven formulation compatibility, and advanced material science, Aptar supports science-led brands aiming for differentiation and user-centric innovation. Marketers targeting the dermocosmetics space gain actionable pathways to address user experience, adherence, and premium positioning through Aptar’s comprehensive service and technology suite.

BEAUTY PRODUCT INNOVATION

Trend Hunter

Paula's Choice 2 BHA Exfoliating Toner Pads debut as a portable, travel-friendly option incorporating salicylic acid and green tea, targeting skin refinement, wrinkle reduction, and pore unclogging. Launching at Sephora and Amazon on May 29, 2025, these pads address demand for convenient skincare solutions. For marketers, their introduction highlights continued growth in portable, efficacy-driven beauty offerings informed by evolving consumer preferences.

BEAUTY TECH INNOVATION

Microcurrent technology offers non-invasive skin rejuvenation by using low-level electrical currents to boost collagen, improve elasticity, and increase ingredient absorption. With demand rising for high-tech, personalized skincare, brands integrating microcurrent-enhanced applicators gain competitive advantages in efficacy, consumer trust, and differentiation.

BEAUTY INNOVATION TREND

WWD

Zure Solaris targets a gap in sun care by focusing exclusively on post-exposure products, launching with clinically proven, vegan formulas and a proprietary repair complex. This approach positions the brand for marketers as a premium, differentiated offering in a mass-dominated segment. Year-round relevance and retail partnerships enable broad market penetration.

Influencer Corner 📣

Sometimes, it takes a random viral TikTok to remind us how much the rules of brand interaction have changed. | João Afonso Parra

I recently came across a video (https://lnkd.in/dDgua4AZ) in which a regular user challenged brands to comment on her video during a 3-hour flight, and the response was remarkable.

Within hours, leading brands from multiple sectors flooded the comments section with creative, brand-aligned messages that not only generated massive engagement, but also showcased a new dimension of real-time marketing.

👉 TikTok stands out as the most algorithmically democratic social platform today. Visibility depends less on follower count and more on the relevance, creativity, and resonance of the message.

Still at The Lead Summit? Don’t miss this 👇

The Lead Summit is underway—and our exclusive drinks reception is happening tomorrow.

We’re bringing together some of the smartest minds in commerce for one evening of sharp conversation and good wine in NYC’s FiDi district.

⏱ Thursday, 29 May | 4:30 PM (evening of Day 2)
📍 Wine Bar just 15 mins walk from TLS conference venue – exact location shared upon RSVP Confirmation

Have a look at some of the brands that joined us before:

Optimization Hub ⚙️

INNOVATIVE RETAIL ANALYTICS

Shopify Live View equips marketing professionals with real-time analytics on visitor activity, order trends, and customer behavior, enabling immediate adjustments to marketing campaigns and resource allocation. Leveraging geolocation and sales data allows for targeted promotions and improved customer experiences. Adopting this tool supports data-driven decision-making in a competitive eCommerce environment.

SOCIAL MEDIA MARKETING

Instagram ad costs depend on audience targeting, bidding model (CPC, CPM, CPE), ad relevance, industry, and seasonality, with average CPCs notably lower than Facebook and LinkedIn. Marketers can achieve cost-effective campaigns by refining targeting and optimizing bidding. Instagram's affordability and engagement potential make it valuable for brands.

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