Weekly Newsletter - 10.24.2024

PLUS: Estée Lauder’s Virtual Makeover Hits Amazon!

Author

Priscilla Soedarpo
October 24, 2024 • Estimated Reading Time: 7 minutes

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

@tiktokforbusiness

"We help our clients understand the relationship between TikTok, and a channel like organic or direct search to piece together how the fun... See more

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND.

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

@thelipsticklesbians

Milani Cosmetics has embarked on an innovative journey by collaborating with The Lipstick Lesbians to launch a four-part content series. This strategic partnership aims to highlight Milani's cutting-edge product formulations and packaging innovations. The series debuted with an insightful video focusing on the Highly Rated Lash Extension Tubing Mascara, a product that exemplifies Milani's commitment to innovation. This mascara utilizes liquid-extending tubing technology, ensuring a smudge-free, long-lasting effect for up to 16 hours by enveloping each lash in a protective tube.

Running until November 4, the series will continue to explore three additional Milani products, engaging consumers who already appreciate the brand's offerings. This initiative not only reinforces Milani's position in the beauty industry but also seeks to deepen consumer loyalty by integrating these products into daily routines. The Highly Rated Lash Extension Tubing Mascara, retailing at $13, is available both in stores and online, making it accessible to a broad audience.

In a rapidly evolving beauty landscape, Milani's collaboration with The Lipstick Lesbians underscores the brand's dedication to staying at the forefront of innovation. By leveraging the influence of content creators, Milani is poised to capture the attention of beauty enthusiasts and industry insiders alike, setting a benchmark for future campaigns. This series is a testament to Milani's strategic vision and its ability to adapt to consumer needs while maintaining a focus on quality and innovation.

Estée Lauder expands its presence on Amazon with a new virtual foundation tool, enhancing consumer engagement. This move aligns with luxury brands' strategies to leverage digital platforms for personalized experiences. The tool offers 55 shades of Double Wear, reflecting a trend towards innovative, consumer-focused marketing in the beauty industry.

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods.

Read the full interview to learn more about Seraphine’s approach!

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

e.l.f. Beauty

e.l.f. Beauty's "Dupe That" campaign encourages companies and consumers to make positive impacts. The initiative highlights democratizing beauty access, promoting kindness, and supporting diversity. e.l.f. showcases its efforts through media and social platforms, emphasizing its commitment to a brighter, inclusive future for all.

Sandow Media launches NewBeauty en Español, a digital platform merging traditional beauty rituals with modern innovations for the LatinX community. Featuring expert insights and partnerships, it offers reliable beauty and wellness information. This initiative celebrates cultural heritage while providing cutting-edge beauty advancements.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

Justine Skye, known for her glowing skin, partners with Cetaphil to simplify skincare routines. She shares her journey from using multiple products to focusing on essentials like cleansers and serums. Skye also discusses her TikTok shopping habits and emphasizes happiness as a key aspect of self-care.

Big, a beauty retailer in East London, emphasizes sustainability and community. It offers a curated selection of eco-friendly brands and hosts monthly pop-ups to introduce new products. With a focus on sustainable design and services, Big aims to expand its footprint while maintaining profitability and customer engagement. 

E-Commerce success hinges on understanding customer desires. Key insights include: influencer marketing's waning impact, the importance of in-store experiences, SMS marketing's potential, and personalization's growing significance. Adapting strategies to these trends can enhance customer engagement and drive growth, ensuring long-term success in a competitive market.