Weekly Newsletter - 10.10.2024

PLUS: Tarte Hosts 12-hour TikTok Livestream to Raise Funds for Hurricane Helene Relief

Author

Priscilla Soedarpo
October 10, 2024 • Estimated Reading Time: 8 minutes

LIVE FROM ADWEEK NEW YORK 🎤
✨ Fresh Insights from Adweek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

1️⃣ Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

2️⃣ First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

3️⃣ Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

4️⃣ Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

VALENTINO BEAUTY

Valentino Beauty's strategic expansion into the U.S. market is marked by its innovative pop-up event in New York's Flatiron Plaza, celebrating the launch of SpikeValentinoButtery Matte Lipsticks. This event, featuring installations like photo booths and reimagined newsstands, exemplifies the brand's commitment to creating an immersive and oneiric atmosphere that fosters bold self-expression. The pop-up not only showcases the new lipstick line but also offers free consultations and samples, enhancing consumer engagement and brand visibility.

The appointment of Charli XCX as Valentino Beauty's U.S. ambassador underscores the brand's alignment with contemporary cultural icons, following the success of her Brat dance-pop album. This move positions Valentino alongside other influential figures like Florence Pugh and Adut Akech, reinforcing its image as a leader in prestige beauty. The brand's recent achievements, including its significant market share gains and the launch of the Anatomy of Dreams fragrance collection, highlight its innovative approach and commitment to luxury.

Valentino's strategic initiatives reflect a broader trend in the beauty industry towards experiential marketing and celebrity endorsements. By leveraging these elements, Valentino not only enhances its market position but also sets a benchmark for competitors. This approach, characterized by creativity and critical engagement, positions Valentino as a dynamic force in the evolving landscape of prestige beauty.

Tarte Cosmetics is hosting a 12-hour TikTok Shop livestream to raise funds for Hurricane Helene relief. Over 20 creators are involved, with all profits going to World Central Kitchen. Tarte's CEO will match donations up to $250,000, emphasizing the brand's commitment to disaster relief efforts.

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

RMS Beauty

RMS Beauty is launching at Ulta Beauty, expanding its reach with new Legendary Lip Oils. The brand aims to attract diverse age groups, leveraging social media and clean beauty trends. CEO David Olsen highlights significant sales growth and strategic partnerships, emphasizing RMS's broad appeal and innovative product formulations.

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Credo, led by CEO Annie Jackson, celebrates its 10th anniversary by launching a skincare line focused on hydration and eco-friendly packaging. The brand expands into home fragrance and plans new store openings, emphasizing clean beauty and innovation while advocating for industry regulation and transparency.

Force Factor, in collaboration with Nutrition21, has launched Hair Growth Accelerator, featuring the clinically proven ingredient Lustriva. This innovative supplement, available as capsules and soft chews, promotes thicker, fuller hair in just three weeks. The product is made in the USA and available online and in stores.

Generative AI is transforming marketing by enabling rapid, personalized content creation. Brands like Nike and Coca-Cola leverage AI for efficiency and engagement. However, human oversight is crucial to avoid missteps. Successful campaigns blend AI with creativity, ensuring authenticity and alignment with brand values. Proceed thoughtfully for optimal results.

Unilever Ventures and Silas Capital have invested in Oak Essentials, a natural skincare brand by Jenni Kayne. This funding will boost product development, marketing, and distribution. Oak Essentials, known for its eco-friendly packaging and holistic wellness focus, celebrates its third year with this strategic partnership.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.