Weekly Newsletter - 10.31.2024

The frightening rise of tween skincare, and insights from Shoptalk 2024

Author

Rachael Kennedy
October 31, 2024 • Estimated Reading Time: 6 minutes

Couldn’t make it to Chicago for Shoptalk Fall? In this post, Jamie Bolton gives us a rundown of the key trends and strategies brands are betting on in Fall 2024:

🔑 Invest in Brand: Investing in brand has never been more important. Full-funnel strategies on Paid Social are now crucial, allowing brands to both build awareness and drive conversions in-platform. As Kyle Leahy from Glossier puts it, “People want to be part of something bigger.”

🛍️ Go Omni for Growth: As D2C growth hits limits, embracing an omni-channel sales approach is key to staying resilient. Brands like Solo Stove and Chinese Laundry are leading with strategies that don’t replicate D2C on third-party retail, finding unique advantages in each.

✈️ Go Global: With lower CPMs and wide-open markets, the EU offers significant growth opportunities. Effective localization strategies are essential for US brands looking to expand abroad.

For a deeper dive, check out the full post here!

The skinification trend, a fusion of skincare with other beauty domains, is reshaping the industry landscape. As consumers increasingly demand multifunctional products, the beauty sector is witnessing a surge in innovations that blend skincare with haircare, fragrance, and body care.

This trend is driven by a desire for efficiency and effectiveness, as evidenced by a recent Circana survey highlighting consumer interest in products that combine makeup and skincare. Notably, Gen Z and millennials are at the forefront, seeking value and multifunctionality in their beauty routines.

Industry experts predict that skinification will continue to evolve, extending beyond personal care to encompass home and pet care products. This expansion presents opportunities for brands to reposition themselves as comprehensive lifestyle entities. The trend also aligns with the rise of "skinimalism," where consumers prefer fewer products that offer multiple benefits. Innovations such as scalp treatments, multifunctional fragrances, and hybrid body care products are gaining traction, reflecting a shift towards holistic beauty solutions.

The industry's future lies in simplifying personal care while delivering effective results. As brands explore hybrid formulations, they must navigate challenges like regulatory compliance and consumer skepticism. However, those that succeed in offering genuine multifunctional solutions will likely dominate the market.

Skincare for tweens is rapidly growing, with the market expected to reach $380 million by 2028. This trend reflects a broader cultural shift where skincare is seen as a form of self-care and control amidst chaos.

However, it raises concerns about the pressure on young people to achieve perfect skin, often influenced by social media and new skincare brands.

The rise in skincare routines among young people, including boys, is notable, with many using products seen on platforms like TikTok. This increase coincides with more seeking acne treatment, though overuse of products may contribute to skin issues.

John Lewis has revamped its Oxford Street beauty hall, expanding it by 25% with 175 brands, reflecting a resurgence in high-street beauty shopping. Despite online sales, in-store experiences remain crucial. The beauty industry is thriving, with spending up by over 10%, driven by consumer demand for luxury wellness.

@leahj5x

Come with me to @John Lewis Beauty Hall Launch Party 💄💫 Wow the goodie bag 💋 #makeup #johnlewis #charlottetilbury #elmis #trinnylondon #be... See more

Google Performance Max enhances eCommerce campaigns by utilizing multiple Google platforms, offering increased reach and automation. It provides an 18% conversion boost, real-time insights, and efficient ad targeting. Businesses should leverage audience segmentation and automated asset creation to optimize results, maximizing return on ad spend and campaign effectiveness.

Galderma, the Swiss skincare company, reported a 9.2% sales increase to $3.26 billion, driven by strong demand in Injectable Aesthetics and Dermatological Skincare. Growth was notable in China, Latin America, and the Asia Pacific. Galderma's stock rose 47% since its March IPO.

Amazon Marketing Cloud (AMC) offers a suite of tools to enhance your campaigns. Use Amazon Ads for product visibility and create cost-per-click ads. AMC centralizes campaign management, providing near real-time metrics. For assistance, contact Amazon Ads; budget minimums apply. Cookies are used to improve services.

Dermatologists are raving about this ingredient's power to reduce dark spots, even skin tone, and protect against sun damage—all without the harsher side effects that some other brighteners bring. Derived from fungi, kojic acid can address pigmentation issues from sun damage, age spots, and post-acne scars, making it a go-to for an array of skin concerns.

The article features expert recommendations on top kojic acid products, including PCA Skin’s Pigment Gel Face Serum and La Roche-Posay’s Glycolic B5 Serum. These products combine kojic acid with other skin-boosting ingredients like glycolic acid, tranexamic acid, and niacinamide for a balanced approach to clear, luminous skin.