Beauty Broadcaster Newsletter | Shoptalk in Five Headlines 🖐️

Editor’s Pick 🌟

📣 Shoptalk in Four Headlines

From marketplace breakthroughs to AI-driven growth, this year’s Shoptalk brought bold predictions and big product reveals. Here are five key headlines shaping the future of retail and eCommerce:

🧠 AI Moves From Buzzword to Bottom Line
Whether driving smarter search or streamlining supply chains, AI was everywhere—and brands are getting serious about turning innovation into efficiency.

📈 Fospha Launches Halo to Measure DTC’s Impact on Amazon
At Shoptalk, Fospha announced the release of its Halo measurement product, bridging the gap between DTC and marketplace attribution. For the first time, marketers can accurately measure the halo effect of their DTC ads on Amazon sales—unlocking new ways to optimize full-funnel performance.

💎 Pandora Reinvents Modern Luxury
From lab-grown diamonds to in-store storytelling, Pandora is redefining what “premium” means—shifting focus from status to personal meaning.

🌐 Marketplace Momentum Is Rewriting the Growth Playbook
From Walmart to Wayfair to startups, everyone’s betting big on marketplaces to drive assortment expansion, experimentation, and new revenue streams.

💄 Ulta’s Next Big Bet: Marketplaces, AI, and Personalization at Scale

At Shoptalk 2025, ClickZ sat down with Josh Friedman, SVP of Digital & eCommerce at Ulta Beauty, to unpack the retailer’s eCommerce growth strategy—and how it’s staying personal at scale.

Expanding Through Marketplace
Ulta is set to launch a new online marketplace this year, designed to bring in emerging beauty and wellness brands and expand into untapped categories.

“Customers already think of Ulta when they think of wellness,” Friedman said. “We need to show up for that expectation.”

Personalization That Goes Beyond Algorithms
Backed by a strategic partnership with Adobe, Ulta is investing heavily in personalization—using data from its 44M+ loyalty members to deliver relevance across every touchpoint.

Measurement That Connects Channels
With most purchases tied to loyalty data, Ulta tracks customer journeys across digital and physical. The team blends MMM, MTA, and campaign attribution to connect upper-funnel engagement to outcomes—echoing a growing focus on full-funnel measurement.

That’s the same challenge Fospha helps solve—giving brands a clearer view of ROI across fragmented channels and formats.

Sector Spotlight 🎥

BEAUTY MARKET TRENDS

Alexia Marland Leads Beauté Privée Growth With Omnichannel Strategy

Alexia Marland, appointed CEO of Beauté Privée, aims to enhance growth and member experiences amid competition. Key initiatives include a migration to Shopify to attract 15 brands and double its membership, crucial for Showroomprivé’s recovery following a revenue decline. This strategic move emphasizes leveraging omnichannel expertise to revitalize its position in the beauty sector.

PRODUCT INNOVATION

Eos Introduces New Luxurious Skin and Lip Care Formats

BUSINESS EXPANSION

Cloud Haircare Expands Nationwide with Walmart Partnership for Affordable Luxury

Cloud Haircare has expanded its presence to over 1,000 Walmart stores across all 50 states and Walmart.com, offering affordable, high-performance haircare products. This move aligns with Cloud's mission to democratize luxury haircare, providing salon-quality results at budget-friendly prices. Marketing professionals should note this strategy's relevance as it underscores the trend of making premium beauty accessible to a broader audience through mass retail channels.

CAMPAIGN HIGHLIGHT

Bio-Oil Launches Scar Stories Campaign Celebrating Scars and Personal Journeys

@arianamadix

I’m honored to be part of @BiooilUSA's ‘Scar Stories’ campaign—a movement that embraces the experiences behind our scars while caring for ... See more

Bio-Oil's "Scar Stories" campaign, featuring star Ariana Madix, highlights the personal narratives behind scars, promoting self-acceptance and strength. By partnering with influencers, the brand aims to inspire conversations on embracing skin journeys. This initiative holds strategic relevance for marketers aiming to connect emotionally with audiences, enhancing brand affinity and engagement.

STRATEGIC PARTNERSHIPS

Coty Concludes Partnership With Kim Kardashian's SKKN Makeup Brand

Coty has ended its partnership with Kim Kardashian's SKKN brand by selling its 20% stake to Kardashian's SKIMS label, aiming to consolidate the beauty and lifestyle ventures under one brand. Coty's strategic exit underscores its focus on assessing potential within its diverse portfolio and aligning with global demand trends, while continuing successful ventures like Kylie Cosmetics. This move is relevant for marketers, illustrating the dynamics of brand consolidation and portfolio management in the evolving beauty industry.

STRATEGIC PARTNERSHIPS

Ilona Maher Stars in Coppertone's New Unbeatable Performance Campaign

Coppertone's collaboration with rugby player Ilona Maher for its Unbeatable Performance campaign underscores a commitment to broadening sun safety awareness among a new demographic. By featuring Maher, the campaign leverages her athletic influence to promote Coppertone Sports 4-in-1 sun protection, which is designed to endure various environmental conditions. This marketing initiative emphasizes the brand's focus on innovative skin care solutions, making sun protection both relatable and essential for active lifestyles.

Influencer Corner 📣

@clickz_official

🎤 interview with Josh Friedman, SVP of Digital eCommerce at @Ulta Beauty yesterday at @Shoptalk day 1 ✨💄 ClickZ was lucky enough to hear a... See more

Optimization Hub ⚙️

MARKETING OPTIMIZATION

Optimize April Marketing For Increased Conversions And Customer Loyalty

April's focus is on optimizing marketing journeys for increased conversions and lifelong customer loyalty. Key strategies include personalization, storytelling, and multi-channel engagement, which have collectively driven a 49.6% revenue increase compared to the previous year. As holidays like Easter and Earth Day approach, marketers should tailor campaigns to these themes while leveraging AI for improved targeting.

OMNICHANNEL STRATEGY

Data Segmentation Enhances Personalized Omnichannel Marketing for Targeted Audience Engagement

Data segmentation enhances marketing campaigns by tailoring messages for specific audience groups, leading to improved customer engagement across multiple channels. Automating these campaigns increases efficiency and impact. For marketers, understanding audience preferences and choosing the right channels are crucial for delivering messages effectively, ensuring messages resonate and drive desired outcomes.