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Beauty Broadcaster | Beauty Retailers Race to Redefine the Rules of Engagement

Plus: Inside Beauty’s Digital Hype Chase

Author

Zihan Lyu
July 23, 2025

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Welcome to Beauty Broadcaster, your ultimate hub for beauty eCommerce insights and industry secrets.

Attribution Angle 🎯 

The Biggest Mistake This Agency Sees 😬 | Jamie Bolton

Dan Sava from Neon Growth breaks down why so many brands are trapped in a cycle of over-investing in bottom-of-funnel (BOF) tactics.

The root cause? Overreliance on Last Click attribution — a model that ignores how awareness and consideration channels influence the final conversion. When only the last interaction gets credit, BOF looks like the hero. But it’s a distorted view that leads to skewed budgets and missed growth opportunities.

To truly grow, marketers need clarity across the full customer journey. That means measuring impact at every stage — from brand discovery to final conversion — and understanding how channels work together, not in isolation.

👉 Ready to measure the full funnel and grow?

Sector Spotlight 🎥

BEAUTY MARKET TRENDS

The beauty retail landscape, driven by an anticipated surge in online beauty sales from 26% in 2024 to over 30% by 2030, demands a rethink of engagement strategies. With online marketplaces and platforms like TikTok Shop tightening competition, specialty retailers must innovate to differentiate their offerings amidst blurred channels and fierce pricing wars. Understanding these shifts is crucial for marketers seeking to navigate and capitalize on evolving consumer behaviors and industry trends.

DIGITAL MARKETING STRATEGIES

Beauty brands must adopt multi-tiered marketing strategies to maintain relevance in an online-driven market.

Successful approaches balance digital engagement across platforms such as TikTok, integrating influencer, user-generated, and employee content to build authentic community connections. Real-world experiences like pop-ups enhance digital impact and foster consumer loyalty.

BEAUTY MARKET TRENDS

Rhode Skin's $1 billion acquisition by e.l.f. Beauty marks a pivotal shift in the creator-led brand landscape, highlighting the growing significance of influencers in brand valuation. This strategic move underscores the unmatched authenticity and influence creators wield in digital marketing, making them crucial to brand growth and community building. With creators now integral to brand strategy, marketers must prioritize creator partnerships to harness cultural relevance and market potential.

BEAUTY LAUNCH STRATEGY

ILIA Beauty's new blurring blush, a talc-free innovation, offers a strategic addition to beauty marketing. Collaborating with makeup artist Katie Jane Hughes, the product combines eCommerce appeal with proven benefits like pore-blurring and texture-smoothing.

Optimization Hub ⚙️

RETAIL ANALYTICS

Leveraging AI and first-party data revolutionizes in-store retail media measurement, enabling precise targeting and actionable insights. Marketers now have the tools to analyze shopper engagement with campaigns, directly connecting them to sales and refining strategies in real time. With the integration of advanced analytics, marketers can optimize the full customer journey, making in-store media more strategic and effective.

ECOMMERCE MARKETING

The weekly Google Ads audit checklist offers eCommerce marketers a structured, detailed approach to optimizing ad accounts, monitoring core performance metrics, and addressing disapproved products. By focusing on various performance levels and time frames, marketers can identify and address trends, ensuring efficient budget allocation and better campaign results.