Beauty Broadcaster Newsletter | Live From SXSW 📍

Plus, E.l.f. Takes Over Women’s Soccer

Author

Sophie Bruxner-Randall
March 12, 2025 • Estimated Reading Time: 8 minutes

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

Live From SXSW 🎤

🎯 What Every eCommerce Marketer Was Talking About at SXSW

ClickZ has been on the ground at SXSW, reporting from exclusive interviews, panels, and sessions. Here are some standout takeaways for eCommerce marketers — and how to turn them into actionable growth opportunities:

✅ Audio Meets Video: Over 270M people now watch video podcasts on Spotify — but ad spend hasn’t caught up yet. The rise of multi-format content presents a major opportunity for brand engagement. Understanding cross-platform performance will be key to capitalizing on this shift.

✅ AI-Driven Personalization: AI is driving consumer expectations — with users engaging across 13+ platforms daily, they now expect hyper-personalized, native ad experiences. Real-time insights into which platforms are driving true impact will allow you to fine-tune your strategy.

✅ Authenticity Is Driving Performance: Authenticity and storytelling took center stage at SXSW, with brands and creators emphasizing genuine connections over technological spectacle. Marketing experts noted a shift away from "purpose fatigue," highlighting the importance of meaningful engagements that feel real.

📊 Understanding these shifts requires smarter measurement. That’s why leading brands are turning to Fospha to track cross-platform performance and uncover the true impact of brand engagement across channels.

Expert View 🧠

Riding the Waves of Tariff Uncertainty: Strategies for Resilient Brands

In recent weeks, financial markets have been rocked by tariff news from the highest levels of government. The S&P 500's sharp sell-offs remind us that even the most established markets can be shaken by evolving trade policies.

This volatility is more than a numerical shift—it is a call for brands to be nimble. With tariffs impacting supply chains and consumer behavior, industries, notably the beauty sector, can seize the opportunity to adapt. Digital marketing and eCommerce experts are witnessing how market fluctuations bring unexpected benefits. As tariffs affect consumer prices, brands may spot distinct changes in purchasing patterns, urging them to focus on value, cost effectiveness, and even introduce new product offerings to meet a more budget-conscious audience.

Here are a few actionable strategies for resilience:
1. Reassess Supply Chain: Diversify suppliers and explore local sourcing options to cushion against international trade shocks.
2. Leverage Real-Time Data: Keep a close eye on reliable news and analytics to swiftly adjust marketing efforts when policies shift.
3. Enhance Digital Engagement: Clear, transparent communication about pricing, sourcing, and product quality builds trust during uncertain times.
4. Focus on Value-Driven Messaging: Highlighting quality, sustainability, and affordability in campaigns can resonate with consumers facing tighter budgets.

Tariff uncertainties may last, but every challenge carries an opportunity. Brands that adapt quickly not only weather the storm but also strengthen their market position, turning uncertainty into a catalyst for lasting innovation.

Sector Spotlight 🎥

STRATEGIC PARTNERSHIPS

E.l.f. Cosmetics has entered a multi-year sponsorship with the National Women's Soccer League (NWSL), aiming to democratize women's sports through empowerment and inclusion. This strategic partnership positions e.l.f. as the official makeup and skincare partner, focusing on engaging diverse audiences and elevating the NWSL Challenge Cup through 2027.

BEAUTY BUSINESS CHALLENGES

Pat McGrath Labs, once a billion-dollar brand, now faces challenges with reduced valuation and internal turmoil. Known for viral runway looks, it confronts uncertainty after key investors withdrew. Strategic adjustments are crucial as the beauty line positions itself for recovery amidst evolving industry trends and competitive pressures.

BEAUTY RETAIL INNOVATION

Amazon's innovative entry into European brick-and-mortar beauty retail in Milan fuses cutting-edge technology with traditional shopping. This move offers industry professionals valuable insights into integrating advanced customer analytics, enhanced product selections, and expert guidance, positioning brands to elevate customer engagement and performance in the evolving beauty landscape.

DIGITAL BEAUTY INNOVATION

Dupes of premium beauty products are reshaping eCommerce by enhancing consumer reach and brand potential. Companies like MCoBeauty and Timeless leverage these cost-effective alternatives to boost sales and visibility, with major retailers such as Target supporting this trend. This approach demonstrates the strategic importance of affordability in optimizing digital marketing and customer engagement.

HYBRID BEAUTY INNOVATION

Glow Recipe's launch of Watermelon Glow Niacinamide Dewy Flush represents an expansion in the skin care-infused makeup sector, driven by strong consumer demand for multifunctional products. By merging skin-beneficial ingredients with aesthetic appeal, the brand addresses market needs, promising innovative offerings within its Glow Hues range.

BEAUTY AI INNOVATION

Estée Lauder’s AI-driven ConsumerIQ consolidates decades of consumer insights, transforming digital marketing and eCommerce strategies in the beauty sector. Integrating Microsoft's Azure, it empowers professionals to swiftly access data, optimize brand campaigns, and accelerate product innovation, driving enhanced brand performance and superior customer engagement in a competitive market.

🎯 Exclusive: Get 10% Off Shoptalk Registration

ClickZ is thrilled to offer our readers an exclusive 10% discount on Shoptalk—where the future of retail takes shape.

Shoptalk brings together the biggest names in eCommerce and retail to explore the latest trends and challenges—from AI-driven personalization to shifting consumer behavior.

ClickZ will be on the ground at Shoptalk, sharing exclusive insights with our readers. Fospha will be attending too—book a meeting to discover how performance-driven measurement can transform your strategy.

👉 Register now using the code RBCLICK269.
👉 Book a Meeting with Fospha

Influencer Corner 📣

Sam Carter on LinkedIn: We've partnered with Snap Inc. for an exclusive SXSW masterclass

Snapchat has emerged as a critical channel for diversification and new customer acquisition, across its 453M daily active users.

Brands are catching on to the opportunity here, as seen in Snapchat’s latest earnings report on advertising revenue growth.

But most are only scratching the surface: Snapchat consistently shows up as one of the channels most underreported by click-based attribution. Our latest benchmarking report identified an average of +78% headroom for brands to profitably scale the channel.

Optimization Hub ⚙️

AI-ENHANCED MARKETING

Google's AI Mode reshapes search landscapes, presenting unique opportunities to boost product visibility, engagement, and precise targeting. With shifts from traditional search, carefully optimizing content for AI-generated summaries is key. Embracing this transformation can enhance strategies in competitive, data-driven eCommerce channels.

AD TECH EVOLUTION

In 2025, ad tech advances through AI solutions, programmatic strategies, and privacy-focused methods. Leaders highlight AI's potential in optimizing consumer engagement and the value of direct partnerships within CTV's evolving landscape.

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