BEAUTY BROADCASTER | Martha Stewart bets on longevity skincare

Plus: e.l.f. Cosmetics brings NWSL star power to beauty aisles

Author

Zihan Lyu
August 06, 2025

BEAUTY BROADCASTER

This week, here’s what’s happening in the world of beauty commerce:
- MERIT turns double cleanse into one-step foam
- EcoLux makes prestige droppers fully recyclable
- SkinCeuticals touts 18% lift with new serum

🌟 Editor’s Pick - Incrementality Over Instincts

Stop Chasing Conversions - Start Measuring Real Growth
The path to measurement maturity isn’t about tracking every conversion - it’s about understanding what’s truly incremental.

That’s the focus of Fospha’s new Meta whitepaper, created in partnership with six leading eCommerce brands. The findings reveal what happens when marketers move beyond Last Click - and start building systems that reflect how growth actually happens.

Highlights include:

  • Why Last Click dramatically undervalues upper-funnel marketing

  • Predictive modeling uncovering up to 80% more revenue potential in Meta

  • How brands found the confidence to reallocate budget and scale new channels

  • How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact

As Andy King, Head of Performance Marketing at NBrown, put it:

“It was really insightful to see how much Meta’s impact was being underestimated by Last Click. Fospha’s data gave us a clearer picture of its true value, in the context of our other channels, highlighting opportunities we hadn’t fully recognized before.”

👉 Download Fospha’s Meta Whitepaper to see how leading brands are redefining measurement for 2025.

📌WEEKLY MUST-KNOWS

PRODUCT STRATEGY
Merit Launches Great Skin Double Cleanse
MERIT’s bi-phase cleanser fuses makeup removal, exfoliation, and wash into one SKU, answering demand for simplified routines and giving retailers a margin-friendly alternative to multi-step regimens.

EcoLux pairs a 100% PP recyclable dropper with a heavy glass bottle, giving prestige skincare a compliant path as EPR laws tighten and consumers spot greenwashing faster than ever.

SPORTS INFLUENCER MARKETING
E.l.f. Cosmetics Signs Four NWSL Athletes
The brand’s multi-year deal with Barcenas, Dahlkemper, LaBonta, and Shaw extends its NWSL partnership, tapping surging women’s sports fandom to diversify creator spend beyond beauty-native channels.

ClickZ is hosting an exclusive drinks gathering on Day 3 of eTail Boston—and you’re on the list.

We’re bringing together some of the sharpest minds in retail and marketing for an evening of cocktails and insider conversations, all just steps away from the event venue.

Wednesday, 13 August | 4:30 PM (Day 3)

📍 5 minutes from the venue (details shared upon RSVP confirmation)

If you’re serious about the next wave in commerce, this is the spot to be.

Spots are limited—grab yours now.

⚡QUICK READS

Skinceuticals Adds A.G.E. Interrupter Ultra Serum: L’Oréal’s derm-doctor label pushes a 34.6% actives cocktail that claims 18% lift in 12 weeks, fuelling the clinical efficacy arms race. (More)

Martha Stewart Unveils Elm Biosciences: An 84-year-old icon joins the longevity skincare game with a serum-plus-supplement duo co-created by dermatologist Dhaval Bhanusali. (More)

Squishmallows Makeup Lands at Ulta: Toy-to-cosmetics crossover debuts via SNAPBRANDS, aiming at Gen-Z wallets with tactile packaging and cruelty-free formulas.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division