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- Beauty Broadcaster | How L'Oréal is using AI to redefine beauty marketing
Beauty Broadcaster | How L'Oréal is using AI to redefine beauty marketing
Plus, Cheekbone’s Powwow Kit shows the power of cultural collaboration
Sophie Bruxner-Randall
June 25, 2025
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Welcome to Beauty Broadcaster, your ultimate hub for beauty eCommerce insights and industry secrets.
Lions Unleashed 🦁
What Cannes 2025 Got Right (and Missed) About Brand
✍️ By Sam Carter, CEO of Fospha
At Cannes Lions this year, one word kept surfacing: brand.
In a performance-obsessed world, brand feels harder to defend. It doesn’t show up in ROAS or fit neatly into a reporting cycle. But that doesn’t mean it’s not driving results.
As Rory Sutherland put it, “A brand is like a pension… one day you wake up and go: bloody hell, where did all this equity come from?”
He’s right. Our data at Fospha shows brands investing more than 10% in upper-funnel activity see 2x the overall marketing efficiency. But belief isn’t the issue — buy-in is.
To protect brand budgets, we need better evidence. That’s why we’ve identified early signals—like branded search and engaged visits—that connect brand activity to business outcomes.
Beauty Spotlight 💄
BEAUTY MARKET TRENDS
AI integration is reshaping the beauty industry, emphasizing the need for brands like L'Oréal to enhance online visibility and user experience through AI-enhanced shopping tools and content optimization. As AI continues to evolve, marketers should strategically navigate its adoption to enhance brand presence, consumer engagement, and campaign management, leveraging AI's potential to provide tailored recommendations while maintaining human elements for emotional connections.
BEAUTY MARKET TRENDS
The beauty industry faces a shift from rapid growth to a focus on value and differentiation as consumer preferences evolve. Marketing professionals must adapt to regional market dynamics and prioritize product quality over hype to capture discerning consumers. With eCommerce projected to dominate sales channels by 2030, crafting effective omnichannel experiences becomes essential for maintaining consumer engagement.
BEAUTY COLLABORATION
Cheekbone Beauty's collaboration with Kent Monkman for Indigenous Peoples Day exemplifies how brands can authentically engage with cultural narratives. The limited-edition Powwow Kit blends art with cosmetics, reflecting Indigenous identity and creating powerful brand positioning for cultural awareness. Marketers can learn from this integration of cultural storytelling and product differentiation.
BEAUTY MARKET TRENDS
Amid trade tensions impacting Prime Day, Amazon leverages the high margins of its Premium Beauty category, featuring brands like Estée Lauder and L'Oréal. This strategic pivot sees beauty products offering milder discounts yet higher profitability, appealing to consumers despite reduced markdowns.
MICROPLASTIC ALTERNATIVES
Cellugy's $8.1 million funding via the EU's LIFE Program aims to scale EcoFLEXY, a biodegradable microplastics alternative for personal care products. This development responds to the escalating European regulations against microplastics and boosts eco-conscious brands' compliance and sustainability efforts. Marketing professionals should note the potential for differentiation by adopting such sustainable components.
🏆 Announcing the ClickZ 25 of 25 Awards –
Powered by Fospha
While the world’s eyes were on Cannes last week, we’ve been spotlighting a different kind of creativity.
The ClickZ 25of25 Awards spotlights 25 standout DTC and digital-first campaigns that drove real impact this year — across five key sectors: luxury, beauty, wellness, home, and fashion.
Each winner represents smart, scaled, creatively sharp marketing — and we’re thrilled to celebrate their work.
You’ll find the full list — plus sector breakdowns and creative highlights — in our full awards report.
📥 Download the full report below
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👉 Got a standout campaign or behind-the-scenes story to share? ClickZ is always looking to spotlight fresh creative — reach out to us, we’d love to hear from you.
Optimization Hub ⚙️
OMNICHANNEL STRATEGIES
Omnichannel strategies effectively enhance customer retention by providing seamless communication across platforms like SMS, email, and WhatsApp. By integrating these channels, businesses ensure consistent, valued interactions, boosting customer loyalty. Marketing professionals must focus on mapping the customer journey and adapting based on engagement metrics to succeed.
CUSTOMER ENGAGEMENT STRATEGIES
Effective Customer Communications Management (CCM) is crucial for marketers aiming to enhance client relationships, offering personalized, consistent communications across preferred channels that significantly boost engagement and loyalty. Leveraging tools like automation, data analytics, and cloud solutions, businesses can streamline processes and ensure data privacy, aligning with evolving customer expectations. Integrating such strategic insights successfully optimizes customer experiences and fosters enduring brand loyalty.