Weekly Newsletter - 09.26.2024

PLUS: Join TikTok, Seraphine and Sweaty Betty for Fospha's BFCM webinar on October 3rd

Author

Priscilla Soedarpo
September 26, 2024 • Estimated Reading Time: 8 minutes

Peak season is the single best opportunity for D2C brands.

To help you capture it, Fospha has assembled a panel of industry experts. Join them for a live discussion featuring leaders at Sweaty Betty, Seraphine, and the Head of Measurement at TikTok.

📅 Date: Thursday, 3 October 2024

🕒 Time: 11 AM EST / 4 PM BST

P.S. You'll have the chance to ask the experts questions about peak season strategies in real-time!

Gain exclusive insight into:

  1. Proven tactics to maximize peak period opportunities, shared live by experts

  2. Strategies for capturing customers efficiently through a full-funnel approach

  3. Insights on growing your customer base profitably with effective measurement

  4. Methods for identifying and capitalizing on growth headroom for efficient scaling across channels

Ulta Beauty

Ulta Beauty has unveiled the 2024 cohort for its Muse Accelerator program, a 10-week initiative designed to support early-stage brands in the cosmetics, skincare, haircare, and wellness sectors. This program offers eight selected brands a comprehensive curriculum, mentorship, and $50,000 in financial support to fuel their growth and prepare them for retail distribution. Monica Arnaudo, Ulta Beauty's Chief Merchandising Officer, emphasized the company's commitment to fostering an inclusive assortment that mirrors the diversity of its community. The program aims to amplify brand presence, expand product assortments, and create equitable experiences for both guests and associates.

The 2024 cohort includes a diverse array of brands: Apostle, a men's cosmetics brand; Audaja, a skincare line for all skin types; Byroe, a vegan, upcycled skincare brand; Femigist, a feminine care brand; Luna Nectar, a sustainable haircare line; Ocoa, a clean curl care brand; Queen Cosmetics, a beauty brand focused on self-expression; and RedDrop, a feminine care brand for young girls. Each brand will receive $50,000 in financial support, with one brand eligible for an additional $10,000 award through the Fifteen Percent Pledge.

Aurora James, founder of the Fifteen Percent Pledge, praised the Muse Accelerator as a vital resource for emerging entrepreneurs. The program's mentors include industry leaders such as Aliyah and Marco Marandiz of Sugardoh and Cassandra Thurswell of Kitsch. Thurswell expressed her honor in mentoring and supporting these emerging brands, highlighting Ulta Beauty's role in providing a platform for growth and innovation.

Naomi Watts' Stripes Beauty, a pro-aging brand, has launched on QVC. The collection, designed for women in perimenopause and menopause, includes best-sellers like Vag of Honor Hydrating Treatment and The Power Move Serum. Available on QVC.com, it premieres on-air Friday.

WWD

TikTok's latest trend is reviving discontinued beauty products, driven by nostalgia and cross-generational connections. Creators like Maddie Peed spotlight forgotten favorites, prompting brands like MAC and Urban Decay to re-release popular items. This nostalgic wave is fueled by TikTok's unique platform dynamics, ensuring these beauty classics remain relevant.

Brands like Belgian Boys and Olipop are shifting their marketing strategies to better reach U.S. shoppers, particularly in the Midwest and Southeast. Belgian Boys, initially targeting urban consumers, discovered their core customers are busy parents nationwide. Now available in nearly 10,000 stores, including Target and Walmart, the brand is investing heavily in retail media networks and local influencers to boost sales. Founder Anouck Gotlib notes that understanding what else customers buy alongside their products has been crucial for targeted marketing.

Similarly, plant-based milk startup Willas is focusing on smaller markets to test and refine their strategies. Founder Christina Dorr Drake emphasizes that launching in places like the Midwest allows for quick learning and adaptation. Willas promoted their products at the Minnesota State Fair, engaging with nearly 2 million attendees and offering samples and coupons to introduce their brand.

Tech and marketing startups like Hummingbirds are also aiding brands in hyper-localized marketing efforts. Hummingbirds connects brands with local creators to drive sales in specific regions. COO Charise Flynn highlights the importance of moving products off shelves to maintain retail partnerships. The platform, which has grown rapidly, helps brands create targeted campaigns with micro-influencers, ensuring a personalized and effective marketing approach.

These strategies underscore the importance of localized marketing and understanding regional consumer behaviors to drive brand growth and loyalty.

Justmylook has launched incredilox, an affordable luxury haircare line offering salon-quality products starting at $7.99. The range includes the Intensive Deep Repair Mask, 20-in-1 Miracle Hair Spray, and Rosemary Hair Oil. Founder Luke Williams emphasizes delivering high-end results at home, making luxury haircare accessible to everyone.

Perplexity, backed by Nvidia and Jeff Bezos, is in talks with brands like Nike and Marriott to revolutionize AI-powered search advertising. They aim to replace Google's auction-based system with sponsored questions featuring AI-generated answers. This shift promises unbiased answers while enhancing user experience and advertising effectiveness.

ATTITUDE expands its Oceanly Makeup Collection with new eyeshadows and mascaras, featuring innovative, mostly plastic-free, EWG Verified formulas. The products include skin-loving ingredients like phytoglycogen and Tahitian microalgae, enhancing natural beauty. Available in various shades, they are sold on attitudeliving.com, Amazon, and Whole Foods.

VTEX's survey reveals that 45% of U.S. consumers have engaged in live shopping, with men leading in participation. Social video commerce is also popular, especially among Gen Z and millennials. Brands should leverage these trends, focusing on consistent, engaging experiences to boost consumer engagement and sales.