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- Skincare Unboxed | Your skincare brand needs a content library
Skincare Unboxed | Your skincare brand needs a content library
Plus, the reinvention of Morphe
Zihan Lyu
July 16, 2025
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Welcome to Skincare Unboxed — your weekly drop of skincare eCommerce trends, campaigns, and category standouts.
Prime Day Exclusive 📦
Prime Day 2025 smashed records. Extended to four days, it generated $24.1B in U.S. online sales — a 30% year-on-year surge.
But as brands dive into retros and kick off BFCM planning, one question looms: what actually worked? Which channels truly drove conversions — and how can we know?
That’s where understanding cross-channel halo effects becomes essential. New research from Fospha sheds light on how different platforms influence conversions across both DTC sites and Amazon.
TikTok leads with an 80% uplift in ROAS when Amazon sales are included, followed by YouTube (48%) and Meta (46%). These platforms ignite discovery and spark intent that may convert later — whether on your DTC site or on Amazon. Without visibility into cross-channel halo effects, that impact remains invisible.
👉 Explore Fospha’s Halo Effect research to uncover what really drove your Prime Day results.
Sector Spotlight 🎥
VISUAL CONTENT STRATEGY
In the skincare and beauty sector, a content library is crucial for maintaining cohesive and efficient brand imagery across multiple channels. It ensures visual consistency and enhances marketing efforts by housing a curated collection of versatile, high-quality visuals tailored to tell a brand's story. Regular updates and investment in professional photography significantly bolster brand identity and consumer trust.
BRAND TRANSFORMATION
Morphe is transitioning from an influencer-centric model to a formula-focused strategy, emphasizing artistry-grade products at affordable prices. This shift is evidenced by a refined product mix, enhanced wholesale efforts, and data-driven marketing, resulting in a 44% sales increase. Marketing professionals can learn from Morphe's approach by balancing innovative product lines with strategic market positioning to sustain growth.
BEAUTY MARKET TRENDS
Generative AI is reshaping the beauty industry by enhancing product formulation, marketing, and consumer experience through data-driven, personalized innovations. Industry leaders like L'Oréal and Estée Lauder leverage AI to accelerate development cycles and personalize consumer interaction. This transformation offers marketers insights into aligning products with consumer desires, thereby redefining market engagement.
COSMETICS PACKAGING TRENDS
Demand for digital-printed pouch packaging in cosmetics is rising due to sustainability regulations and the need for rapid response to market trends. This packaging is favored for its recyclability and adaptability, primarily driven by the growth of eCommerce and D2C brands. Bakpac's innovations allow startups to compete with established brands through high-quality, flexible packaging solutions.
Optimization Hub ⚙️
ECOMMERCE STRATEGIES
Google's evolving search landscape demands that eCommerce businesses prioritize structured data, mobile performance, and site speed to maintain visibility and competitiveness.
The AI-powered Search Generative Experience emphasizes clarity in product listings, with schema markup becoming crucial for ranking. To succeed, retailers must adopt a search-first approach, ensuring compatibility with Google's preferences to effectively reach their target audience.
RETAIL MEDIA STRATEGY
Retail media continues its growth in 2025, with advertisers focusing on full-funnel strategies across various platforms. As Amazon leverages its data dominance, competitors like Walmart and Instacart strive for their share. The landscape demands a unified approach to brand and performance budgets, emphasizing data-driven decisions and measurement incentives.