Weekly Newsletter - 11.28.2024

PLUS: e.l.f launches "Eyes.Lips.Face.Fandom." campaign during Macy's parade

Author

Priscilla Soedarpo
November 28, 2024 • Estimated Reading Time: 8 minutes

Welcome to Skincare Unboxed, your go-to newsletter for skincare e-commerce insights. This Thanksgiving, with Black Friday just around the corner, we’re here to share tips and updates to help you stay ahead this holiday season.

Here’s what’s new this week:

🛍️ Black Friday Metrics: Jamie Bolton shares key tips on benchmarking and advanced measurement strategies for success.
💄 Beauty Trends 2024: Phlur, Rhode, and Summer Fridays dominate with viral products and clean beauty innovation.
✨ JCPenney & AI: AI and AR tools redefine the beauty shopping experience with personalization.
🌌 Delavie’s Aeonia Cream: Space-certified ingredients for youthful, radiant skin.
🌱 Clean Skin Club: $32M funding to expand retail and sustainable skincare innovations.

Guest at the Table🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

rhode

Phlur, Rhode, and Summer Fridays have emerged as the top rising stars in the beauty industry for 2024, driven by innovative marketing and a commitment to clean beauty. Phlur leads with a staggering 400% increase in searches, largely due to its viral fragrance, Missing Person, which evokes nostalgia with its unique scent profile. This fragrance, blending skin musk, jasmine, and blond woods, has captivated consumers, reflecting Phlur's ethos of eco-conscious luxury. The brand's strategic leadership appointments further solidify its position in the market.

Rhode, founded by Hailey Bieber, follows with a 232% surge in searches. Its minimalistic approach to skincare resonates with consumers seeking simplicity and effectiveness. Bieber's personal engagement and strategic social media presence have amplified Rhode's authenticity and appeal. The brand's expansion, including a London pop-up and the launch of Barrier Butter, underscores its growing influence.

Summer Fridays, known for ethical formulations and minimalist branding, experienced a 173% increase in searches. Its Jet Lag Mask has become a viral sensation, appealing to those with busy lifestyles. These brands have captured the zeitgeist of today's beauty industry, leveraging viral products and creative marketing to dominate consumer interest. As they continue to innovate, their influence is expected to grow into 2025.

e.l.f. Beauty

e.l.f. Cosmetics launches its "Eyes. Lips. Face. Fandom." campaign during the Macy's Thanksgiving Parade, targeting sports enthusiasts. Featuring Joey King and Lucien Laviscount, the ad highlights the Power Grip Primer. This campaign continues e.l.f.'s sports focus, following collaborations with Billie Jean King and sponsorship at the Indy 500.

Feast of Influence 🥧

Tara Jackson on LinkedIn: It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year

Here are 3 key stats that we pulled from Black Friday last year: 

🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone

📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days 

📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending. 

Jake Abrams on LinkedIn: Harsh DTC growth truth

Optimizing your 7DC Meta CPA is only half the job.

- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back

STOP treating growth like a transactional sales funnel.
START building a brand that your audience knows, trusts, and loves.

James Gray on LinkedIn: The reactions to Jaguar and Spurs’ (expensive) rebrands this week been pretty negative…

Spurs removed the only title they've had and Jag, well, some commentary suggests they've essentially pivoted and become a new vegan cosmetics brand targeting Gen-Z... thoughts?

JCPenney's partnership with Revieve has enhanced its digital beauty offerings using AI and AR tools. These innovations have increased conversion rates, customer engagement, and average order value. The personalized shopping experience aligns with industry trends, showcasing the future of beauty retail through technology-driven personalization.

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Delavie Sciences introduces the Aeonia Sculpting Cream, featuring Bacillus Lysate, a Certified Space Technology ingredient. This cream enhances skin longevity, hydration, and radiance, complementing the Aeonia collection. Clinical trials show significant improvements in skin appearance. Available now, it offers a comprehensive skincare solution for rejuvenated, youthful skin.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

Clean Skin Club secured $32M in funding to expand into retail and develop new products. Known for its innovative, dermatologist-approved Clean Towels, the brand has seen significant growth. With support from Astō and, Clean Skin Club aims to enhance skincare hygiene and sustainability in the market.

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

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