Weekly Newsletter - 12.18.2024

PLUS: How Amazon Ads Skyrocket Irene Organics Sales by 150%

Author

Priscilla Soedarpo
December 18, 2024 • Estimated Reading Time: 7 minutes

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Welcome to Skincare Unboxed, your go-to newsletter for skincare e-commerce insights.

This will be our last edition of 2024 so on behalf of all the ClickZ team, we wish you a Happy Holiday period and we’ll see you all again in the new year! 🎄

Sector Spotlight 🎥

Irene Organics, a dynamic skincare line, exemplifies the power of strategic marketing through Amazon Ads. Founded by Irene, a multitasking mother, the brand focuses on natural, toxin-free products for mothers and babies. In 2023, Irene embraced Amazon Ads, doubling monthly revenue and showcasing the transformative potential of data-driven marketing. The challenge? Navigating the ever-evolving landscape of ad campaigns, where success can be fleeting and costs unpredictable. Enter one-click recommendations—tailored insights that streamline campaign optimization, allowing Irene to swiftly adapt to changing keywords and bids. This feature is a game-changer, providing actionable insights that keep her campaigns on the cutting edge.

The strategic foresight of Irene Organics is evident as sales surge by 150%, prompting Irene to allocate more budget towards Amazon Ads. This decision underscores the brand’s commitment to leveraging data-driven insights for sustained growth. The irony lies in the complexity of managing multiple campaigns, yet Irene’s adept use of one-click recommendations highlights the analytical prowess required to thrive in a competitive market. Her story is a testament to the importance of agility and innovation in marketing, offering valuable lessons for industry professionals.

As Irene Organics continues to grow, the brand success story serves as a vivid illustration of the impact of strategic marketing. For marketers, the takeaway is clear: embrace data-driven insights and innovative tools to navigate the complexities of modern advertising, ensuring sustained success in an ever-evolving landscape.

e.l.f. Beauty

e.l.f. Beauty maintains a startup ethos while scaling, driven by a clear vision and values. CEO Tarang Amin emphasizes innovation, affordability, and community engagement, leading to significant growth. The company fosters a collaborative culture, empowering employees with ownership stakes, ensuring strategic agility, and maintaining high employee engagement.

Happi

LVMH Recherche and Integrated Biosciences have formed a strategic partnership to innovate in anti-aging beauty products using AI and synthetic biology. This collaboration aims to discover novel bioactive compounds, enhancing LVMH product offerings and revolutionizing the beauty industry with cutting-edge scientific advancements. Financial terms remain undisclosed.

StriVectin introduces the TL Peptight Face Lift Serum, a groundbreaking skincare innovation targeting menopausal skin. Launched at Ulta Beauty, this serum promises non-invasive skin tightening and contouring. Utilizing advanced peptides and botanical tensors, it exemplifies StriVectin’s commitment to effective, surgery-free skincare solutions, reinforcing its leadership in the firming category.

Elume, an Indian skincare brand, champions melanated skin by offering products that enhance natural beauty without altering skin tone. With a focus on scientific research and natural ingredients, Elume aims to empower diverse audiences, including the U.S., by countering harmful skin-whitening ideologies and promoting self-acceptance.

Influencer Corner 📣

Georgia Branch on LinkedIn: Do you think sensory marketing has influenced your buying decisions?
Or is it just a coincidence?

Ever notice how certain products are named after your favourite food?

Rhode’s Cinnamon Roll Lip Tint.
Dove’s collab with Crumbl Cookies.
Krispy Kreme x Rhode’s Strawberry Glaze Skin campaign.

It’s not just clever branding.
It’s sensory-driven marketing 👅

By engaging our senses, brands tap into emotional associations that remove the “risk” of trying something new. You know what cinnamon rolls taste like, so you can imagine how Rhode’s lip tint will feel.

Barry Hott on LinkedIn: Do your ads pass the “So what?” test? 🤔 

I got a lot of great questions about the “So what” test in my LIVE webinar this Tuesday.

The first moment of an ad is crucial. That’s what I teach, what I tell people, what I hammer into my teams.

If an ad fails, I go back to analyze the performance and the ad concept, and I ask myself, “What was the first moment? Did we lose them on the ‘So what?’ test? When did they say ‘so what?’

Optimization Hub ⚙️

US consumer optimism in 2024 is high, yet spending remains cautious, especially in discretionary categories. Despite economic confidence, consumers prioritize financial stability, with many trading down for value. This trend reflects a shift towards mindful consumption, highlighting opportunities for marketers to align with evolving consumer priorities and strategic insights.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

Influencer Partnerships

📍 Broomfield, CO

Marketing & Comms

 📍 Austin, TX, USA

Affiliate Marketing

 📍 New York, USA

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