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Beauty Broadcaster Newsletter | 🧠 Outthink Last Click Attribution

Plus, Cécred’s Ulta launch includes salon integration and full shelf presence.

Author

Sophie Bruxner-Randall
April 09, 2025 • Estimated Reading Time: 22 minutes

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

Editor’s Pick 🌟

Curious to know the optimal way to allocate your Google Ads budget? Fospha’s latest analysis of top performers reveals key insights into balancing Performance Max (PMAX) and Paid Search:

🥇 The Optimal Budget Split for Beauty Brands: Fospha found that top-performing cosmetics brands allocated 43% of their Google budget to PMAX and 15% to Paid Search. By contrast, the top-performing Consumer Goods brands allocated far more to Paid Search at 28%.

Why? Consumer goods adopt search-heavy strategies because their products often address specific functional needs that consumers actively search to solve. Beauty and fashion brands, by contrast, primarily sell products through visual storytelling and emotional appeal, better suited to other Google ads formats.

🏢 Size Matters: Note, the optimal allocation does vary slightly between different brand sizes. Across all industry verticals, top-performing small brands were found to have a 52% PMAX / 15% Paid Search split, while top-performing large brands allocated more to PMAX, with a 59% PMAX / 9% Paid Search split.

Unlock the full potential of your Google Ads budget! Fospha’s new Performance Max and Paid Search Playbook is your guide to cultivating cross-channel synergies, reducing wasted ad spend, and maximizing blended performance.

Sector Spotlight 🎥

BEAUTY MARKET TRENDS

Beyoncé's Cécred launches exclusively at Ulta Beauty, leveraging the retail giant's extensive network to reach customers nationwide with premium haircare products. This strategic collaboration offers marketers insight into effective brand partnerships and market expansion, as Cécred's products integrate into Ulta's salon services, creating immersive experiences. This move highlights the importance of aligning with established retailers to enhance brand visibility and drive customer engagement.

INFLUENCER MARKETING

Dior, Jo Malone London, Sephora, and Garnier lead in influencer-driven social media impact, according to WeArisma's Beauty State of Influence Report. These brands excel in Ripple Impact, extending the reach and engagement beyond owned content, and demonstrate high Earned Media Value (EMV), offering marketing professionals key insights into leveraging influencer collaborations for increased brand visibility.

BEAUTY PACKAGING EXPANSION

Aptar Beauty expands its airless packaging in Latin America with Sierra, Moda, and Luna, enhancing product sustainability and local market delivery. These developments support the "local for local" strategy, offering brands reduced time-to-market, customization options, and environmentally responsible solutions. Aptar's innovation aligns with the industry trend towards sustainable, efficient packaging technologies.

STRATEGIC PARTNERSHIPS

Gente Beauty, a Brazilian brand led by model Marianne Fonseca, has secured investment from Webster Capital to expand its body care innovations rooted in Brazilian beauty rituals. This development is strategically significant as it positions Gente Beauty for growth in the wellness market by offering lymphatic drainage products featuring indigenous ingredients like açaí and cacao. Marketing professionals should note this collaboration's potential for enhancing brand visibility and extending reach in the competitive body care industry, aligning with consumer trends toward holistic wellness solutions.

RETAIL EXPANSION

Madison Reed's partnership with Sally Beauty expands its distribution network to over 3,800 locations, offering salon-quality hair color products free of harsh chemicals, catering to consumer demands for cleaner formulations. This collaboration enhances Sally Beauty's premium product portfolio, aligning with market trends favoring high-quality, ingredient-conscious hair color options.

SOCIAL MEDIA MARKETING

The uncertain future of TikTok is causing paralysis in the fashion and beauty industries, with brands like Prada, Ralph Lauren, and Asian Beauty Essentials putting marketing efforts on hold due to potential platform ownership changes. TikTok's organic reach remains crucial, leaving marketers in a strategic dilemma. As the sale to tech giants like Amazon or Microsoft looms, industry professionals must prepare for shifts toward eCommerce or AI integration, while assessing other social platforms’ capabilities.

Influencer Corner 📣

👀 𝗜𝗺𝗮𝗴𝗶𝗻𝗲 𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝗽𝗲𝗼𝗽𝗹𝗲 𝘁𝗼 𝗹𝗶𝗻𝗲 𝘂𝗽 𝗳𝗼𝗿 𝘆𝗼𝘂𝗿 𝗯𝗲𝗮𝘂𝘁𝘆 𝗯𝗿𝗮𝗻𝗱… 𝗯𝘆 𝘀𝗲𝗹𝗹𝗶𝗻𝗴 𝗲𝗴𝗴𝘀 𝗳𝗼𝗿 $𝟯.𝟯𝟳. | Naomi Omamuli Emiko

The Ordinary is selling eggs for $3.37 in NYC this weekend. Yes, eggs. 🍳 
🔺 And it’s one of the smartest beauty marketing moves I’ve seen lately.
Eggs in NYC are hitting $6+ (sometimes even $15).
So this isn’t just a random stunt - it’s a masterclass in price anchoring.

✨ DECIEM | THE ABNORMAL BEAUTY COMPANY's The Ordinary has always positioned itself as the anti-inflation skincare brand, challenging the markup-driven beauty industry with transparency and radically affordable pricing.

❗By selling eggs at a “reasonable” price, they aren’t just getting people into the store - they’re making a cultural statement: Pricing should make sense.

🔥 This isn’t about eggs. It’s about reinforcing their entire brand philosophy in a way that feels immediate, relevant, and impossible to ignore.

And it worked.

We chatted with Amy J. Oelkers, TikTok’s GM, US Head of Commerce, about how the power of discovery on TikTok is driving commerce everywhere | TikTok for Business

📌 4 in 5 users are discovering brands through creators' recommendations.*

📌 After discovering something on TikTok (via a creator), 45% of users continued searching for more information on the platform.

📌 1 in 4 users search within the first 30 seconds of opening the app (internal user data).

In our Shoptalk 2025 wrap up with ClickZ.com, one thing was clear | Lee Arthur

This industry is operating in a new reality. From full-funnel AI to omnichannel orchestration, the conversations weren’t speculative,they were tactical.

Here are the biggest shifts we heard on the ground:

🔹 AI is everywhere
“AI isn’t a concept -it’s a capability,” summed up by voices across the floor. From text-to-buy to media measurement, brands are moving from testing to scaling.

🔹 Omnichannel is baseline
“Omnichannel isn’t a trend - it’s the new baseline,” said Sam Carter, CEO at Fospha. The new standard is unified journeys online and off.

Optimization Hub ⚙️

INNOVATIVE MARKETING TECHNOLOGIES

Shoptalk 2025 highlighted the future of eCommerce with a focus on AI-driven personalization, transforming traditional marketing strategies. Retail leaders emphasized the shift from linear funnels to dynamic customer journeys, using predictive analytics and conversational AI for more precise targeting, as exemplified by brands like Gap and Shark Ninja. This evolution presents a significant opportunity for marketers to enhance customer engagement and gain a competitive edge through smarter, social promotions and innovations in customer experiences.

DATA-DRIVEN STRATEGY

Organizations need to break down data silos to create effective measurement frameworks that provide actionable insights. By collaborating with stakeholders and focusing on real-world customer journeys, companies can improve key metrics that matter to business outcomes. This approach ensures resources are allocated efficiently and enables data-informed decisions.

MULTICHANNEL INTEGRATION

APIs enable seamless integration of multiple communication channels, crucial for businesses aiming to enhance customer experience and optimize operations. By connecting SMS, email, voice, and messaging apps, APIs facilitate efficient data flow and consistent, personalized engagement across platforms. This technology allows for improved efficiency, insightful data analysis, scalability, and cost-effective operations, providing essential strategic advantages for marketing professionals.

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