Skincare Unboxed Weekly Newsletter - 01.23.2025

Plus, Credo Beauty leverages fermentation for cutting-edge hydration.

Author

Sophie Bruxner-Randall
January 23, 2025 • Estimated Reading Time: 7 minutes

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Welcome to Skincare Unboxed, your go-to newsletter for skincare e-commerce insights.

Editor’s Pick 🌟

What’s driving the success of high-growth brands in 2025?

The Growth Accelerator Guide uncovers the strategies that are setting industry leaders apart, with exclusive benchmarking data, actionable insights, and proven frameworks for eCommerce growth.

One key takeaway? Upper-funnel campaigns are the foundation for robust ROAS.

🔍 Fospha analyzed tens of billions in eCommerce revenue, and the results are clear:

Brands allocating over 5% of their budget to Awareness & Consideration campaigns see dramatically higher ROAS—especially larger brands, achieving an average of 218% higher ROAS above this threshold.

For large brands, the rewards keep growing. Investing 10%+ of the digital budget in upper-funnel campaign leads to a staggering 110% higher ROAS compared to brands spending under this threshold.

📥 Download the full report here to discover how to build a high-impact full-funnel strategy.

Sector Spotlight 🎥

Haut.AI's launch of SkinGPT marks a groundbreaking advancement in virtual skincare solutions. Leveraging AI, it simulates skincare impacts, enhancing e-commerce interactions with realistic try-ons and an interactive ingredient library. Designed for beauty brands, SkinGPT provides strategic tools to elevate marketing efforts, fostering deeper consumer engagement and robust brand positioning in the digital arena.

Beauty Accelerate 2025, scheduled for March in New Jersey, offers essential insights for enhancing brand presence in evolving beauty markets. Estee Lauder's Peter Tsolis leads discussions on science-backed innovation, providing data-driven strategies and networking opportunities crucial for digital marketing and e-commerce leaders seeking to maximize consumer engagement and brand impact.

Credo Beauty enters the high-growth body care market with an innovative fermentation-powered range. Prioritizing hydration—key for consumer engagement—this line leverages clean beauty principles to elevate brand presence. Positioned to capture market leadership, it merges scientific formulation with demand-driven benefits.

AI and technological advancements are reshaping skincare, offering devices that mimic professional treatments for home use. Industry leaders like L’Oréal spotlight innovations in major tech forums. Despite limited consumer access, these trends underscore strategic shifts in beauty marketing, highlighting opportunities for e-commerce and digital engagement.

Revision Skincare debuts DermProtect Barrier Defense, redefining hydration and barrier repair in skincare. Developed specifically for dry and sensitive skin, it tackles dryness at its root. With a 14% barrier integrity boost in two weeks and a 70% hydration increase in an hour, it exemplifies cutting-edge skincare innovation. Launching in January, it offers e-commerce and marketing leaders an opportunity to engage consumers through advanced, clinically proven beauty solutions.

FarmHouse Fresh marks its 20th anniversary with the strategic "You Beautiful You" campaign, featuring a Dream Trip giveaway and a new peptide-rich lip plumping product. This initiative seamlessly integrates effective skincare using farm-grown ingredients with a compelling animal rescue mission, offering significant opportunities for brand engagement and consumer connection in beauty marketing.

Influencer Corner 📣

THAT TikTok Ban in the USA: A Marketer’s Crisis or Opportunity?

If you read this article for any reason today, let it be to watch John Oliver's take on the #TikTokBan in the US📵🤳🏼... Oh, and to understand the implications for #digitalmarketing folk, obviously. 🤔 Sadly, no example TikToks from me during the pandemic feature in this article... what a time to be alive! 🫣

Charlotte Smith on LinkedIn: Top 5 Beauty Marketing Trends For 2025

he beauty industry is evolving at lightning speed. 🚀✨ As we step into 2025, these 5 trends are reshaping how brands connect with their audiences:

Sustainability: It’s no longer optional—eco-friendly practices are a must.

AI Personalisation: From virtual try-ons to tailored skincare routines, AI is taking over.

Pro-Age Messaging: Say goodbye to “anti-aging” and hello to celebrating beauty at every age.

Ingredient Transparency: Consumers want to know what’s in their products and, arguably most importantly, why it's in there!

Purpose-Driven Branding: Brands with a mission are winning hearts (and wallets).

Which trend do you think will dominate in 2025?🌟

Alex Lieberman on LinkedIn: I’m running this marketing plan for all of my businesses in 2025.

I'm running this marketing plan for all of my businesses in 2025.

It is a must if you're in B2B, but i think it can also work for B2C.

Tactic 1: SME-driven content motion (which we run for biz's at storyarb)

Step 1 - Identify your market of one (read: ICP).
Step 2 - Identify subject matter experts that have unique insights your ICP cares about.
Step 3 - Interview SME for 60 minutes about a specific tactic that led to a big success.
Step 4 - Turn SME interview into (email-gated) site playbook.
Step 5 - Weekly editorial newsletter (combo of SME playbook + curated industry content).
Step 6 - Weekly exec/company social to drive traffic to playbook & newsletter.

Optimization Hub ⚙️

The U.S. TikTok ban prompts brands to rethink strategies, focusing on diversification and international markets. House of Marketers emphasizes adaptability, advocating UGC, influencer partnerships, and cross-platform expansion. By leveraging strategic insights and a data-driven approach, brands can navigate disruptions and seize emerging opportunities for growth.

Identify and resolve six common Google Ads pitfalls to boost e-commerce success: misjudging performance, mismanaging bids, neglecting prioritization, products too niche, conversion tracking errors, and outdated campaign structures. Strategic adjustments can dramatically enhance campaign efficacy and revenue, leading to sustainable growth and achieving six-figure targets.

Job Board 👩‍💻

Influencer Marketing

📍 New York City, NY

Global Marketing

📍 Los Angeles, CA

Marketing & Comms

 📍 Austin, TX, USA

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