- BEAUTY BROADCASTER
- Posts
- Beauty Broadcaster | How Brand Investment Is Unlocking AOV Growth in Beauty
Beauty Broadcaster | How Brand Investment Is Unlocking AOV Growth in Beauty
Plus, Lancôme’s Olivia Rodrigo pop-up shows how beauty meets music marketing.
Sophie Bruxner-Randall
June 11, 2025
Heads up! To ensure you continue receiving our newsletters, please add [email protected] to your contact list!
Welcome to Beauty Broadcaster, your ultimate hub for beauty eCommerce insights and industry secrets.
Editor’s Pick ✨
 | Does AOV feel like a mystery? A new research report from Fospha reveals the key: consistent brand investment directly drives AOV and pricing power. Fospha's research, using Bayesian network modeling, reveals a causal link for the first time: brands investing over 5% in Awareness campaigns see AOV improve yearly. Unlock your brand's value. Read the full research and learn how to boost your pricing power. |
Sector Spotlight 🎥
MARKETING ACTIVATION
PR Newswire
Lancôme's Idôle House pop-up in NYC, inspired by Olivia Rodrigo, offers a unique marketing opportunity by combining beauty and music to enhance brand engagement. High-profile ambassadors and guests like Amanda Seyfried and Gabrielle Union underscore its appeal, attracting consumer attention. Attendees gain exclusive access to limited-edition products, boosting brand loyalty.
BEAUTY ACQUISITIONS
L'Oreal's acquisition of British skincare brand Medik8 enhances their dermatological offerings, tapping into significant market growth driven by consumer demand for science-backed products. This move positions L'Oreal to leverage Medik8's focus on vitamin A-based solutions, expanding their global presence and reinforcing competitive positioning amidst rising sector competition.
BRAND COLLABORATION
Dove and Club Pilates introduce the EveryBodyPilates initiative, emphasizing inclusivity by offering free classes, aimed at strengthening body confidence while countering limiting "Pilates body" stereotypes. This partnership highlights strategic industry insights into expanding brand outreach towards diverse body positivity movements, offering marketing professionals practical value in aligning brands with societal values.
STRATEGIC PARTNERSHIPS
Charlotte Tilbury partners with the Dallas Cowboys Cheerleaders, marking its debut in the US sports arena. Leveraging the cheerleaders' widespread recognition, Charlotte Tilbury aims to expand its brand visibility and engagement among NFL fans by offering gameday makeup activations. This collaboration underscores the brand's commitment to empowering women and enhancing its influence in North American markets.
BEAUTY MARKET TRENDS
Ulta Beauty, Inc. has experienced robust sales growth, attracting substantial investor inflows, primarily due to product launches, personalized marketing, and a strong loyalty program. With net sales rising by 4.5% to $2.8 billion and comparable sales increasing nearly 3%, the company has revised its annual earnings guidance, illustrating strategic resilience amid challenging economic conditions. Marketing professionals can glean insights into the successful integration of product innovation, customer engagement, and strategic financial forecasting.
Optimization Hub ⚙️
INCLUSIVE MARKETING
Brands dialing down Pride campaigns in 2025 risk more than bad PR—85% of LGBTQ+ consumers say they’ll spend elsewhere if inclusion efforts are dropped. This year’s approach is quieter but more considered: Levi’s focuses on safe public spaces, MAC commits $1M to LGBTQ+ causes, and Nike co-designs sneakers with queer athletes. Flashy rainbows are out; sincerity and year-round support are in.
SOCIAL MEDIA STRATEGIES
Pinterest's updated TransActV2 ranking model enhances user engagement by analyzing 16,000 actions per user, significantly improving prediction accuracy and personalized suggestions. This advancement results in a more immersive and relevant user experience, offering marketers the opportunity to better reach engaged audiences. The addition of diverse search tools further enhances discovery, making Pinterest a potentially valuable platform for brand marketing.