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- Weekly Newsletter - 11.28.2024
Weekly Newsletter - 11.28.2024
PLUS: See how TikTok Shop’s holiday trends are reshaping e-commerce strategies
Welcome to Beauty Broadcaster, your hub for beauty e-commerce insights. With Black Friday around the corner, here’s what you need to know to stay ahead:
🍴 Guest at the Table: Jamie Bolton on Black Friday Success
Focus on benchmarking and advanced measurement tools to refine your strategy and set the stage for a strong 2025.
🎥 Campaign Spotlight: e.l.f. Cosmetics x Macy’s Parade
Debuting during the parade, this sports-inspired campaign combines humor, inclusivity, and beauty innovation.
📲 TikTok’s Holiday Impact:
Driving record sales with shopping features, trending hashtags, and LIVE sessions that dominate the season.
GUEST AT THE TABLE🍴
Are You Measuring What Matters This Black Friday?
By Jamie Bolton, Fospha
Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:
1️⃣ BenchmarkingBenchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive. | 2️⃣ MeasurementStill relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones. The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today. |
🌟 Let’s make this Black Friday your most successful yet!
e.l.f. cosmetics
e.l.f. Cosmetics is strategically leveraging the universal appeal of sports in its latest multi-platform campaign, "Eyes. Lips. Face. Fandom.". This campaign is set to make a significant impact with its broadcast debut during the Macy's Thanksgiving Parade, reaching an estimated 22 million viewers. Featuring actors Joey King and Lucien Laviscount, the advertisement cleverly portrays a Thanksgiving face-off between individuals supporting opposing sports teams. The narrative centers around e.l.f.'s Power Grip Primer, humorously suggesting it can bond even the fiercest rivals, thus making everyone a winner.
This campaign is part of e.l.f.'s broader initiative to integrate into the sports domain, a move that has seen collaborations with tennis legend Billie Jean King and a historic sponsorship at the Indy 500. The brand's Chief Marketing Officer, Kory Marchisotto, emphasizes the campaign's focus on inclusivity and community, challenging traditional stereotypes and expanding the audience for beauty products. This approach reflects e.l.f.'s commitment to innovation and progress within the beauty industry.
Following its high-profile debut, the "Eyes. Lips. Face. Fandom." campaign will continue to capture attention with strategic placements throughout the holiday season. This initiative not only highlights e.l.f.'s marketing acumen but also underscores the evolving dynamics of brand engagement, where sports and beauty intersect to create a unique consumer experience.
Borghese
Borghese, a 67-year-old Italian skincare brand, is undergoing a renaissance under COO Dawn Hilarczyk. By emphasizing its Italian heritage and bestselling products like the Fango mask, Borghese aims to revitalize its brand through omnichannel retail strategies, targeting North America, China, and South Africa for growth.
TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.
DIGITAL MARKETING TRENDS
TikTok quietly tests product links in posts
TikTok is testing a new feature allowing creators to add product links from affiliate networks like Amazon and Walmart directly to posts. This integration simplifies shopping, enhancing TikTok's role as a shopping platform. It's a strategic move, benefiting creators, brands, and TikTok itself.
FEAST OF INFLUENCE 🥧
RETAIL TRENDS ANALYSIS
It's a Shorter Holiday Season. Does That Matter?
Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.
RETAIL INNOVATION
JCPenney's AI Tools Revolutionize Beauty Shopping Experience
JCPenney's partnership with Revieve has enhanced its digital beauty offerings using AI and AR tools. These innovations have increased conversion rates, customer engagement, and average order value. The personalized shopping experience aligns with industry trends, showcasing the future of beauty retail through technology-driven personalization.
Nearly 30% of U.S. holiday shoppers plan to buy beauty products as gifts, with prestige beauty sales rising 7% this year. Gen Alpha's influence and social media drive this trend. Retailers like Amazon, Ulta, and Sephora are expanding to capture this growing market.
MARKETING INDUSTRY
How Marketers Are Evolving for Ambitious Holiday Shoppers
Marketers are adapting to ambitious holiday shoppers by leveraging technology and multichannel strategies. With increased spending intentions, brands face challenges in maintaining consumer loyalty and delivering measurable outcomes. Successful campaigns balance joy and value, utilizing AI and social media to enhance consumer experiences and drive sales.
How did this week’s edition glow? |