Weekly Newsletter - 10.17.2024

PLUS: Estée Lauder announces leadership changes to boost brand equity

Author

Priscilla Soedarpo
October 17, 2024 • Estimated Reading Time: 8 minutes

THOUGHTS FROM ADWEEK NEW YORK 🎤
Advertising Week NYC Recap

💡 Balancing Fame and Flow in a Post-Privacy Landscape, by Sam Carter, CEO of Fospha.

AdWeek NYC 2024 was packed full of fresh ideas and powerful reminders of evergreen principles. From navigating privacy challenges to ensuring sustainable brand growth, here are my key takeaways that all brands should be implementing:

  1. Balance Fame and Flow: Brands that focus too much on short-term conversions and neglect long-term brand-building efforts fall into the ‘doom loop’, converting only existing demand without generating new demand. Eventually the convertible audience is exhausted, efficiency plummets, and the brand finds itself in trouble. To avoid this, brands need to strike the right balance between conversion and long-term brand awareness to sustain growth.

  2. Go Full-Funnel for Measurement: To balance short and long-term goals of conversion and brand awareness, marketing teams need to be able to measure the impact of both. Last Click attribution chronically undervalues awareness activities, so brands should opt instead for measurement tools that use a full-funnel methodology.

  3. Privacy-Proof Your Tech Stack: With third-party cookies deprecation and new privacy regulations cropping up regularly, brands need to accept the death of user-level data and embrace privacy-centric solutions to future-proof their measurement. 

Read the full article here.

WELLA

Wella's latest collaboration with the film "Wicked" introduces a limited-edition care set, marking a strategic move in the beauty industry. This partnership highlights the brand's innovative approach to product development, offering a Spellbonding Hair & Nail Repair Kit that promises to repair, strengthen, and smoothen both hair and nails. The kit includes Wella Professionals Ultimate Repair Miracle Hair Rescue, a weightless liquid leave-in spray enriched with alpha hydroxy acid and omega-9, designed to repair hair damage from within. This product exemplifies Wella's commitment to advanced hair care solutions, addressing common consumer concerns with precision and efficacy.

In addition to hair care, the kit features the OPI Repair Mode Bond Building Nail Serum, which utilizes patented Ulti-Plex technology to penetrate and fortify nails. This serum represents a significant advancement in nail care, offering fast-acting results that improve nail keratin and build new bonds. The inclusion of a limited-edition Wicked-inspired comb further enhances the kit's appeal, merging functionality with thematic design. Retailing at $45, the Spellbonding Hair & Nail Repair Kit is available online and will be in stores by October 15, aligning with the film's release.

This collaboration is part of a broader trend in the beauty industry, where brands leverage popular culture to enhance product visibility and consumer engagement. Wella's strategic alignment with "Wicked" not only capitalizes on the film's anticipated success but also reinforces the brand's position as a leader in innovative beauty solutions. This move reflects a growing emphasis on cross-industry partnerships, highlighting the dynamic and evolving nature of marketing strategies in the beauty sector. As the industry continues to innovate, such collaborations are likely to become more prevalent, offering consumers unique and engaging product experiences.

HOT IN D2C E-COMMERCE
Amazon Prime Big Deal Days 2024 Breaks Records with AI and Innovation (top links below 👇)

Amazon’s Prime Big Deal Days 2024 made history with the largest October shopping event ever, saving Prime members over $1 billion globally. This year’s event highlighted Amazon’s cutting-edge AI tools, including its AI assistant, Rufus, and drove massive sales across electronics, toys, and apparel. Top brands like Apple and Dyson offered unbeatable deals, setting the stage for a promising holiday shopping season.

Momentum Commerce reported a 41% sales increase on Day 1, with brands like Crocs and Lego leading the charge, while regions like Canada and Europe saw notable growth despite weather impacts affecting the U.S. Competitors Target and Walmart also launched early sales events, but Amazon's use of innovative shopping tools and AI set it apart in an increasingly competitive market.

For deeper insights into this record-breaking event, explore these key sources:

Estée Lauder Companies has announced leadership changes for its West Coast brands. Somer Tejwani and Michelle Shigemasa will lead Too Faced, Smashbox, and Glamglow, succeeding Tara Simon. They aim to boost brand equity and consumer engagement. These changes align with the company's strategic growth in the beauty market.

Microsoft is transitioning from its retail media platform, PromoteIQ, to a partnership with Criteo. This shift reflects the evolving retail media landscape, emphasizing the need for adaptable strategies. While PromoteIQ's closure isn't officially announced, the move highlights the importance of resilient, owned architectures in the dynamic ad tech industry.

Solawave is expanding its skincare line with the LightBoost range, including serums, a moisturizer, and an eye cream. Launching October 16, these products aim to enhance their LED devices. The brand's strategy focuses on integrating topicals early, supported by targeted marketing to educate diverse skincare consumers.

LoopMe introduces Brand Outcome Scores, an AI-driven tool enhancing ad performance by predicting ad effectiveness without cookies. This innovation aids marketers in optimizing campaigns across mobile video, CTV, and display ads. Initially launching in the US and UK, BOS aims to revolutionize advertising strategies globally.

Bravo Sierra

Bravo Sierra, a military-themed personal care brand, is relaunching with a prestige line of hair and skin products, supported by $2.5 million in funding. The new line features advanced formulations and packaging, while the original mass-market line becomes an Amazon exclusive, continuing to support military families and veterans.

Amazon's Amelia AI, currently in Beta, aims to assist sellers with insights and advice. While it simplifies tasks for new users, its potential lies in evolving features like competitive analysis and content optimization. Amelia is promising, but its future impact on Amazon sellers remains to be seen. 

Layla Cosmetics, a historic Milan-based brand, has launched a US subsidiary in Las Vegas, marking a significant step in its global expansion. With plans to enter markets like Saudi Arabia and India, Layla aims to boost international revenue, currently at 30%. The company will attend Cosmoprof Miami.