Weekly Newsletter - 12.5.2024

Top Shelf 🛒

2025 PLANNING
Maximize Your E-Commerce Growth in 2025: Fospha’s Proven Strategy Guide

With BFCM wrapped up, marketers are shifting gears to plan for 2025. To help you start strong, here are three essential tips to set your brand up for growth:

1️⃣ Get the Right Measurement in Place: You can’t plan for next year without accurate measurement. Yet, many brands stick with the devil they know—Last Click— despite its fundamental flaws.

With BFCM in the bag, now’s the perfect time to adopt effective full-funnel measurement. Plus, Fospha delivers YoY metrics from the start, so you can dive into budget planning ASAP.

2️⃣ Consider Adjusting Your Channel Mix: What worked last year might not work now. Successful brands adapt by altering their channel mix and ad spend as they scale. We find that as brands mature, they have to focus on expanding their upper funnel spend to create more demand to capture.

3️⃣ Reflect on Peak Performance: Before diving into next year, take time to assess your BFCM performance. Benchmarking data is your compass and gives you data-backed edge for 2025 planning.

For free BFCM 2024 benchmarking data, sign up for priority access to our BFCM 2024 Report here.

INDUSTRY INSIGHTS
How Salicylic Acid is Reshaping Skincare E-Commerce Trends

Salicylic acid's emergence as the top skincare ingredient of 2024 presents a golden opportunity for e-commerce marketers, especially in the B2C landscape. With search volumes at 60,500 monthly, Salicylic acid epitomizes the consumer-driven shift towards scientifically backed skincare solutions. Olivia Ford of Foundation highlights this as a result of increased consumer education, notably during the pandemic. This pivot towards transparency and results-oriented products signals a strategic moment for digital marketers to capitalize on the demand for clear, efficacy-focused formulations.

For e-commerce professionals, particularly in retail fashion and consumer electronics, harnessing the power of social media in educating and engaging consumers has never been more crucial. Retinol and salicylic acid's enduring popularity suggest that targeting consumers through platforms like TikTok and Instagram can enhance brand resonance, transforming complex ingredient narratives into digestible, compelling content. While hyaluronic acid sees an 18% decline, an opportunity arises with glycolic acid and peptides, reflecting a 22% uptick, suggesting market appetite for exfoliation and rejuvenation products.

In this rapidly evolving e-commerce space, understanding these dynamics allows for strategically positioning product assortments and marketing campaigns. By leveraging consumer insights and platform reach, marketers can ensure their offerings meet the discernment of today's informed skincare enthusiasts, steering brand growth through data-backed and innovative strategies.

E-COMMERCE INSIGHTS
Vitamin Patches as a Strategic Opportunity in E-Commerce Wellness

Vitamin patches are opening up innovative opportunities for e-commerce marketers in wellness retail. As needle-free, convenient health solutions, they tap into the growing consumer desire for simplicity and efficiency in their wellness routines. By marketing fashionable, skin-friendly designs like Barrière's, businesses can appeal to health-conscious buyers seeking both style and substance. This approach not only enhances the customer experience but also drives online sales in a competitive market. Embracing vitamin patches allows e-commerce brands to differentiate themselves, meet evolving consumer needs, and stay ahead in the dynamic wellness industry.

Influencer Corner 📣

E-COMMERCE MARKETING INSIGHTS
Simon Ourian M.D. Revolutionizing Skincare Through E-commerce Innovation

Shari Jafari and Dr. Simon Ourian's brand, Simon Ourian M.D., innovatively integrates AI-driven skin consultations within their e-commerce model, delivering tailored skincare solutions. The Daily Essentials collection exemplifies personalized offerings. E-commerce marketers can glean insights into leveraging personalization in direct-to-consumer strategies, emphasizing consistency and product expansion potential in personalized skincare.

E-COMMERCE INSIGHTS
Navigating E-Commerce Success in Extended BFCM Sales Seasons

The extended Black Friday and Cyber Monday sales season presents unique challenges for skincare e-commerce marketers, demanding strategic creativity to protect profitability and stand out against major retailers like Amazon. For skincare brands, success lies in crafting value-packed bundles, offering exclusive holiday discounts on hero products, and leveraging personalized promotions to appeal to loyal customers.

To remain competitive, skincare marketers should focus on proactive planning—from targeting early shoppers with limited-time offers to showcasing ingredient innovation and sustainability in campaigns. This approach not only differentiates brands but also captures the attention of health-conscious, deal-driven consumers in a saturated market.

E-COMMERCE INSIGHTS
Cistto's Strategic Skincare Launch Taps North American E-commerce Growth

Cistto’s expansion into North America offers e-commerce marketers a chance to tap into the growing demand for niche skincare solutions tailored to sensitive skin. Under the leadership of Li An, Cistto’s innovative products address unmet consumer needs, challenging traditional market offerings and creating opportunities for differentiation in the beauty sector.

For skincare e-commerce marketers, the key lies in positioning these products as expert-backed, problem-solving solutions. Highlighting their niche appeal through personalized campaigns, ingredient transparency, and strategic partnerships can drive consumer trust and establish a foothold in this high-potential, underserved segment.

MARKETING INSIGHTS
E-Commerce Marketing Budgets Essentials for Strategic Advancement

Skincare e-commerce marketers should aim to allocate 7-12% of revenue for marketing efforts, with startups investing 15-20% to drive initial growth. Prioritizing customer acquisition through high-return channels and closely tracking ROI ensures efficient spending.

For long-term success, focus on understanding customer lifetime value (CLV) to develop sustainable strategies. Regularly evaluate performance, embrace adaptability, and refine tactics to stay competitive in the fast-evolving skincare market. This approach empowers brands to maximize profitability and secure lasting market gains.

CONSUMER TRENDS
COSRX Introduces Targeted Eye Patch Drives Innovation in E-commerce Beauty

COSRX's launch of The Peptide Collagen Hydrogel Eye Patch introduces an innovative skincare solution, offering insights into consumer product differentiation for e-commerce. The patch's formulation, emphasizing peptides and hyaluronic acids, serves as a case study in marketing premium skincare experiences that balance luxury with affordability, enhancing consumer appeal in diverse categories.

E-COMMERCE TRENDS
Strategically Leveraging Buy Now, Pay Later to Enhance Customer Engagement

BNPL is reshaping holiday marketing strategies by integrating 0% financing with promotions, appealing to budget-savvy shoppers. This strategic approach not only differentiates brands but also offers a creative edge in managing consumer spending. Embrace these insights to enhance your strategic planning in the competitive e-commerce landscape, aligning with evolving consumer expectations.