Weekly Newsletter - 09.26.2024

PLUS: Join TikTok, Seraphine and Sweaty Betty for Fospha's BFCM live discussion on October 3rd

Author

Priscilla Soedarpo
September 26, 2024 • Estimated Reading Time: 6 minutes

Peak season is the single best opportunity for D2C brands.

To help you capture it, Fospha has assembled a panel of industry experts. Join them for a live discussion featuring leaders at Sweaty Betty, Seraphine, and the Head of Measurement at TikTok.

📅 Date: Thursday, 3 October 2024

🕒 Time: 11 AM EST / 4 PM BST

P.S. You'll have the chance to ask the experts questions about peak season strategies in real-time!

Gain exclusive insight into:

  1. Proven tactics to maximize peak period opportunities, shared live by experts

  2. Strategies for capturing customers efficiently through a full-funnel approach

  3. Insights on growing your customer base profitably with effective measurement

  4. Methods for identifying and capitalizing on growth headroom for efficient scaling across channels

e.l.f. Skin

e.l.f. Skin has launched an innovative campaign featuring comedian Megan Stalter to address common skincare mistakes. The Divine Skintervention initiative humorously tackles everyday skincare errors such as pimple picking and sleeping in makeup. Stalter, portraying the Sinfluencer, entices individuals into these skincare pitfalls, only for e.l.f. Skin to offer redemption through its Holy Hydration products. Kory Marchisotto, e.l.f. Beauty's chief marketing officer, emphasizes the brand's mission to simplify skincare routines, making them accessible and effective without requiring extensive knowledge or significant financial investment.

The campaign also includes an interactive landing page where users can confess their skincare sins and receive personalized product recommendations. This feature aims to engage consumers directly, offering tailored solutions to their specific skincare needs. The campaign will be prominently featured on major streaming platforms such as Disney, Peacock, Amazon Prime, Hulu, Netflix, and Paramount, ensuring widespread visibility and engagement.

e.l.f. Skin's approach reflects a broader trend in the beauty industry towards demystifying skincare and making it more approachable. By combining humor with practical solutions, the brand aims to resonate with a wide audience, encouraging better skincare habits in an engaging and relatable manner. This campaign underscores e.l.f. Skin's commitment to providing straightforward, effective skincare solutions that are both affordable and easy to understand.

ZitSticka

ZitSticka and celebrity tattoo artist JonBoy have launched a limited-edition pimple patch line featuring six exclusive micro tattoo designs. The patches combine art and skincare, infused with acne-fighting ingredients. Retailing for $16, the collection is available online, offering consumers a stylish way to address skincare concerns.

Brands like Belgian Boys and Olipop are shifting their focus to reach U.S. shoppers in smaller cities. They are investing in retail media networks and hyper-localized marketing to connect with busy parents and larger households. Platforms like Hummingbirds help brands create targeted campaigns, driving sales in specific regions.

The Face Shop expands its reach by offering six popular Rice Water Bright products in over 2,000 CVS Pharmacy stores nationwide. These vegan skincare items, including cleansers, creams, and serums, are designed to cleanse, brighten, and hydrate skin, leveraging the nourishing benefits of rice water and essential vitamins.

Perplexity, backed by Nvidia and Jeff Bezos, is in talks with brands like Nike and Marriott to revolutionize AI-powered search advertising. They aim to replace Google's auction-based system with sponsored questions featuring AI-generated answers. This shift promises unbiased answers while enhancing user experience and advertising effectiveness.

Nuturn, a groundbreaking skincare ingredient, debuts with Flamingo Estate, promoting regenerative beauty. Formulated from Biodynamic raw compounds, Nuturn enhances skin health and supports earth revitalization. Rich in omega-3s, antioxidants, and vitamins, it restores skin without harmful chemicals. Nuturn signifies a shift beyond organic beauty, emphasizing natural regeneration.

The article explores major trends in the beauty industry, including TikTok's rise in live shopping, the surge in clean fragrances, the synergy between injectables and skincare, and the impact of weight loss drugs. It also discusses the challenges faced by luxury beauty e-commerce and the evolving role of incubators.

VTEX's survey reveals that 45% of U.S. consumers have engaged in live shopping, with men leading in participation. Social video commerce is also popular, especially among Gen Z and millennials. Brands should leverage these trends, focusing on consistent, engaging experiences to boost consumer engagement and sales.