Weekly Newsletter - 11.7.2024

PLUS: Love, Indus makes QVC history & Pamela Anderson's vegan venture

Author

Rachael Kennedy
November 07, 2024 • Estimated Reading Time: 6 minutes

INSIGHT OF THE WEEK 📖 
Is YouTube Google’s New Rising Star? 🌟 

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

BEAUTY INDUSTRY TRENDS
Why Has Neutrogena Partnered with Dermatologists?

Neutrogena has initiated a multi-year partnership with dermatologists Dr. Dhaval Bhanusali and Dr. Muneeb Shah, appointing them as Global Innovation Partners. This collaboration aims to integrate advanced dermatological science into Neutrogena's product development, ensuring clinical efficacy and addressing diverse skin health needs.

By involving these experts in product formulation, clinical studies, and educational initiatives, Neutrogena seeks to strengthen its leadership in dermatological beauty and deepen connections with healthcare professionals, retailers, and consumers.

L to R: Dr. Muneeb Shah and Dr. Dhaval Bhanusali

In a recent report, McKinsey & Co. projected that the global beauty industry will grow at an annual rate of 6%, reaching $590 billion by 2028, up from $446 billion in 2023. However, McKinsey cautioned that the era of growth driven primarily by price increases is ending.

In response, Beauty Independent consulted 12 beauty investors and investment bankers to discuss strategies for brands to drive sales in this evolving market. Key recommendations include focusing on strong brand equity, product efficacy, and authentic consumer engagement, rather than relying on price hikes for revenue growth.

Love, Indus, a luxury skincare brand inspired by South Asian traditions, is making history by launching on QVC. This partnership introduces rare Indian rituals and innovative beauty solutions to a wider audience. The launch event on November 1, 2024 will feature two popular products: Amrutini Luminosity Dewdrops and Freedom of Expression Line Limiter. Love, Indus combines centuries-old Indian practices with New York's technological advancements, using unique ingredients like golden Muga silk and Silver Tips Imperial Tea.

Pamela Anderson embraces a makeup-free lifestyle, launching Sonsie's vegan skincare line with her sons. The brand's first cleanser, Sonsie Cleansing Mousse, reflects her commitment to authenticity and sensitive skin care. Anderson's journey highlights self-acceptance and confidence, encouraging others to embrace aging and personal growth.

LinkedIn's new research highlights the effectiveness of connected TV (CTV) campaigns for reaching decision-makers. With LinkedIn's CTV ad options, you can extend your marketing to platforms like Paramount and Roku. This approach could enhance your campaign's reach, especially among influential LinkedIn users who regularly consume CTV content.

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

E.l.f Cosmetics effectively generates buzz through strategic collaborations, like its recent partnership with Stanley. This collaboration, inspired by viral trends, featured lip oils and matching tumblers. Available online and at Target, the collection quickly sold out, demonstrating the power of innovative partnerships in the direct-to-consumer market.

ADVERTISING INSIGHTS
Ad Spend Vs. Volume By Channel

Ad prices fell in Q3 2024, impacting ad spend growth in search and social. Retail media saw a click surge, while new formats outpaced traditional channels. Amazon DSP and Google Performance Max showed significant growth. Lower prices increased ad volume, especially in retail media's purchase funnel.