Weekly Newsletter - 15.08.2024

Your competitors are crushing it on TikTok, are you?

Have you finalized your marketing budget for the upcoming peak shopping season? Before you commit, consider this: TikTok has proven to be a game-changer in the eCommerce space that marketers cannot afford to ignore.

Every beauty marketer dreams of maximum visibility and conversions during peak shopping periods. While this goal remains constant, the playing field is evolving rapidly.

Numerous brands have already tapped into TikTok’s potential. In fact, Fospha reports that TikTok commands an average of 10% of its customers’ marketing budgets, a clear indicator of its growing significance.

What makes TikTok unique is its ability to attract new customers - 70% of purchases driven by TikTok come from first-time buyers. To truly leverage this platform, brands must create trend-driven and organic-in-appearance content that authentically resonates with TikTok's vibrant culture.

However, measuring the true impact of TikTok presents a challenge. Traditional metrics often undervalue its contribution to a brand's overall success. Fospha’s analysis suggests that TikTok deserves 22X more credit than traditional methods suggest.

This dynamic platform has the power to drive exceptional results for your brand if you adopt a strategic approach and refine your measurement techniques.

BEAUTY COLLABORATION
MAC Cosmetics and Lick Unveil Limited-Edition Black Lipstick

MAC Cosmetics Partners With Home Interiors Brand Lick on a Limited-edition Lipstick Shade. MAC Cosmetics is celebrating its 40th anniversary with a bold collaboration with home interiors brand Lick. The partnership has resulted in the creation of a limited-edition jet black lipstick shade, MAC Black 40, available on Lick's website and select MAC stores for $32. This collaboration underscores the brand's commitment to innovation and color exploration, with black being a significant and versatile hue in both beauty and design.

Joanna Moura, marketing director at Lick, highlighted the shared vision between the two brands, emphasizing the intriguing narrative around the color black. The collaboration produced a series of striking images, showcasing the MAC Black 40 shade in various contexts, from a black-painted bathroom to a model donning the Gothic lipstick. Dom Skinner, MAC's director of makeup artistry, noted that black is integral to MAC's identity, symbolizing everything from fierce rebellion to minimalist elegance.

This partnership not only marks MAC's 40th anniversary but also celebrates 30 years of the MAC Viva Glam charity campaign, which has raised $675 million for AIDS, LGBTQIA support, and broader equality initiatives. The MAC Black 40 collaboration with Lick exemplifies the brand's innovative spirit and its dedication to making a bold statement in both the beauty and design industries.

FRAGRANCE INNOVATION
Native Launches Scent Alchemy Campaign to Enhance Mood and Memory 

Native has launched the Scent Alchemy campaign, partnering with cognitive neuroscientist Dr. Rachel Herz to explore the psychological impact of scent. The campaign encourages customers to layer different fragrances to create personalized scent experiences that can enhance mood, evoke memories, and promote well-being.

BEAUTY INDUSTRY
Neom's U.S. Expansion: Wellness Trends and Future Plans 

Nicola Elliott, founder of Neom Wellbeing, discusses the brand's U.S. expansion, including the new NYC store and her book launch. The store offers a range of wellness products and personalized services. Elliott emphasizes the importance of community engagement and sustainability, with plans for further growth and innovation in the U.S. market.

BUSINESS STRATEGY
MYAVANA Secures $5.9M Funding, Hosts Groundbreaking Beauty Tech Summit 

MYAVANA, an AI-driven personalized hair care pioneer, secured $5.9 million in funding led by Ulta Beauty and hosted its first Beauty Tech Summit. The company’s innovative HairAI technology offers tailored hair care solutions, disrupting traditional methods and positioning MYAVANA as a leader in the $83 billion global hair care market.

SOCIAL PLATFORM
Instagram Shifts to Views as Primary Metric for All Media Formats

Instagram will prioritize views as the main metric for all media formats, replacing 'plays' for reels and 'impressions' for non-reels. This change aims to unify metrics across the platform, enhancing user understanding of content performance. Other metrics like accounts reached and interactions remain available.

ADVERTISING PLATFORM
Google's Antitrust Trial Could Reshape Online Advertising and Market Dynamics Forever

The upcoming antitrust trial against Google could lead to significant changes in the online advertising industry. Compliance costs, increased competition, and the rise of alternative platforms and technologies are expected. Google's market share may decline, and it might need to diversify revenue streams and adapt to stricter global regulations.