Balenciaga Returns To Fragrance, At Scale

Plus: Why last click undervalues channel revenue by over 90%?

Author

Avinash Duggempudi
September 17, 2025

BEAUTY BROADCASTER

Here's what's happening this week in the world of beauty commerce:
- Balenciaga re-enters luxury fragrance with a 10-scent line.
- Celebrity nail artist launches minimalist, long-wear polish brand.
- La La teams with Skincare Bakery on dessert-inspired skincare.
- Ulta lands a Wicked hair accessories exclusive to fuel Q4.
- Press-on nails go cinematic with pre-order momentum.

⏱️Why Last Click Undervalues Channel Revenue By Over 90%?

The majority of channels are undervalued by over 90% by Last Click. Add marketplace sales into the mix, and brands see a 37% ROAS uplift, yet most tools still ignore it.

See why the future of growth depends on full-funnel, unified measurement across DTC + marketplaces.

Watch Dom Devlin explain this at #etailboston

📌WEEKLY MUST-KNOWS

Balenciaga is back in prestige fragrance with a 10-scent, US$320 lineup that modernizes its Le Dix heritage, with discovery sets and distribution across select boutiques in Europe and North America. This signals luxury’s renewed push into high-margin, story-led scent as fashion slows, aligning with Kering’s broader beauty acceleration. Retailers and brand partners should expect elevated price points, limited rollout, and high-content storytelling to drive demand.

Celebrity nail artist Harriet Westmoreland debuts Westmoreland Cosmetics, introducing ultra-thin, long-wear gel and regular polishes with a “liquid glass” finish and pigment tweaks designed to flatter all skin tones. The brand targets a white space between pro performance and clean aesthetics, promising 3 to 6 weeks wear without bulk. Salons, creators, and DTC retailers gain a new premium player built for layered, neutral nail looks.

Actress-entrepreneur La La teams with Skincare Bakery Shop on dessert-inspired body care and scrubs that lean into sensorial fun while touting hydrating oils and exfoliating botanicals. This underscores the ongoing celebrity-led, concept-driven skincare playbook aimed at social virality and giftability. Expect limited drops, creator-led storytelling, and strong Q4 gifting potential.

Meet Fospha at Shoptalk Fall 2025

Fospha is heading to Chicago for Shoptalk Fall. From GenAI reshaping search to marketplace measurement and scaling creative, their team is ready to explore the topics defining retail growth with industry peers.

⚡QUICK READS

Ulta Lands Scünci x Wicked Exclusive: Ulta-exclusive hair accessories show retailers using IP exclusives to differentiate assortment and drive launch-day traffic.(More)

Indie Brands’ Playbook: Legacy Over Scale: Forbes profiles Sirobé’s slow-growth, education-first, collaboration-led model, signaling retention and community as smarter KPIs than rapid scale.(More)

AI Advisors Start Shopping For Consumers: Haut.AI’s Skin.Chat positions AI to build regimens and drive cart adds, a testbed for higher AOV and conversion in DTC and retail.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division