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- Skincare Unboxed |📉 Why Most Beauty Brands Misread YouTube’s True ROI
Skincare Unboxed |📉 Why Most Beauty Brands Misread YouTube’s True ROI
Plus, what Dior’s creative shift teaches skincare leaders
Sophie Bruxner-Randall
June 04, 2025
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Welcome to Skincare Unboxed — your weekly drop of skincare eCommerce trends, campaigns, and category standouts.
Editor’s Pick ✨
New research reveals that brands scaling Google's YouTube and Demand Gen budgets are growing 32% faster in 2025. So, why aren't more brands prioritizing these high-impact campaigns?
Fospha's analysis of over $500M in ad spend uncovers why businesses mis-measure YouTube and how to accurately track the impact of Google’s upper-funnel channels.
Get the full research and a step-by-step guide to maximizing these channels for your brand here.
Sector Spotlight 🎥
CAMPAIGN HIGHLIGHT
BASF is showcasing its "Beyond Beauty Thrive into Tomorrow" campaign at NYSCC Suppliers Day 2025, presenting innovative and sustainable personal care solutions for skin, hair, and sun care. The campaign emphasizes the use of synergistic ingredients and digital services to create personalized solutions catering to different generations. With a focus on sustainability and advanced ingredient combinations, the campaign presents strategic insights into the future of personal care, relevant for marketers seeking to understand evolving consumer demands in the industry.
SKINCARE INNOVATION
Clinikally's AI-powered tool, Clara, offers personalized skincare guidance by analyzing skin parameters such as texture and hydration, streamlining skincare routines for users. Utilizing AI and machine learning, it delivers precise product recommendations and allows monitoring of skin progress, addressing consumer confusion in the skincare industry. Its relevance lies in offering marketers insights into how technology can enhance consumer experiences by providing tailored, data-driven 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. |  |
CREATIVE LEADERSHIP TRANSITION
Maria Grazia Chiuri's departure from Dior marks a significant transition in luxury fashion, as she led the brand's women's haute couture, ready-to-wear, and accessories collections since 2016. Her leadership fostered collaborations with multiple generations of female artists, leaving a lasting impact on the industry. This shift provides brands with insights into strategic leadership evolution within the highly competitive fashion sector.
Upcoming Events 📅
Cannes Lions is no longer just about creativity — this year, marketing measurement is stepping into the spotlight.
If you’re heading to the Croisette and want to cut through the noise on what’s really working in digital, Fospha is the team to speak to. From breakthrough research to real-world results, we’re helping brands make every marketing pound count.
Optimization Hub ⚙️
MULTI-CHANNEL MARKETING
Goal-oriented marketing enhances multi-channel coordination by aligning with business objectives, such as increased ROI, rather than focusing on individual channels. Notable examples like Blenders Eyewear and SwimOutlet demonstrate improved conversion rates and revenue through effective channel orchestration and AI-driven personalization. Emphasizing goals first ensures optimized resource allocation and a comprehensive marketing approach.
SOCIAL MEDIA MARKETING
Meta Advantage offers AI-powered tools for digital advertising, enhancing efficiency with features like Advantage Placements and Shopping Campaigns. However, certain tools, such as Advantage Creative and Budget Allocation, require manual oversight to maintain brand consistency and strategic balance. Advertisers must strategically blend automation with manual control for optimal performance.
How radiant was this week’s edition? |