Weekly Newsletter - 22.08.2024

TikTok’s rise as a beauty powerhouse, Maybelline’s NYC Marathon collab and NYX’s culinary twist

Author

Beauty Broadcaster
August 22, 2024 • Estimated Reading Time: 5 minutes

TikTok has emerged as a crucial platform for beauty marketers, especially during high-traffic periods like holiday seasons, offering unique opportunities for brand building and customer retention.

The platform's algorithm excels at matching beauty enthusiasts with products they didn't know they needed, making it an ideal tool for reaching new audiences and driving full-funnel conversions.

During peak periods, beauty brands are allocating more of their marketing budgets to TikTok, leveraging its ability to turn simple product demonstrations into viral sensations. TikTok's ecosystem allows for the creation of engaging, native content that seamlessly integrates into users' experiences, from teaser videos to tutorial challenges, cultivating a loyal audience that persists beyond trending hashtags.

The platform's effectiveness goes beyond vanity metrics, with advanced measurement approaches revealing its true impact on sales and brand growth in a competitive beauty landscape.

We’re curious to know how much of your marketing budget you’re planning to allocate to TikTok Ads for the upcoming peak season

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New York Fashion Week 2024 is poised to be a digital spectacle.

Last year, brands like Jason Wu Beauty lead the charge in innovative TikTok strategies that blend backstage access with live shopping experiences. The brand saw a 500% increase in viewers and a 37.7% click-to-order rate, demonstrates the power of embracing the platform's raw, unpolished aesthetic and turning backstage moments into main attractions.

As brands prepare for NYFW 2024, the emphasis is on creating engaging, authentic content across multiple platforms, leveraging influencer partnerships, and making products instantly shoppable. With TikTok emerging as a pivotal platform for fashion brands, the challenge lies in striking the perfect balance between showcasing products and creating experiences that make viewers feel part of something special.

As we approach NYFW 2024, how will fashion and beauty brands innovate to capture the attention of digital-savvy audiences and turn viewers into loyal customers in this ever-evolving landscape?

Maybelline New York

Maybelline New York partners with the TCS New York City Marathon, marking the event's first cosmetics collaboration. The partnership includes brand activations, a cheer zone, and a running team. This collaboration aligns with both parties' missions and highlights Maybelline's product performance, especially its Super Stay Matte Ink.

E.l.f. Beauty

E.l.f. Beauty, celebrating its 20th anniversary, is thriving with $1 billion in sales and strong Gen Z support. Under CEO Tarang Amin, the company excels in innovation, international expansion, and strategic acquisitions. Despite market challenges, E.l.f. remains optimistic about future growth in cosmetics and skincare.

NYX Professional Makeup collaborates with Gordon and Holly Ramsay to launch Buttermelt Blush, featuring an exclusive cake recipe inspired by the product. This innovative partnership blends beauty and culinary arts, engaging audiences through social media and offering a unique, entertaining experience. The recipe and blush are available on NYX's platforms.

Aeterna, an Italian haircare line founded by Stefano and Guido Spacagna, has launched in the US. The brand features natural ingredients inspired by Italy's landscape. Available online and at their Miami salon, Aeterna aims for rapid expansion, bringing luxurious, high-quality haircare to American consumers.

NewBeauty announces its inaugural NB100 awards, spotlighting 100 influential beauty brands launched since 2018. These brands, identified through rigorous analysis, represent the future of beauty with innovative products and technologies. CEO Mike Glaicar emphasizes the initiative's significance and the lasting impact of these pioneering brands on the industry.