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- Beauty Broadcaster Newsletter | Your Amazon Strategy is Missing THIS 🔎
Beauty Broadcaster Newsletter | Your Amazon Strategy is Missing THIS 🔎
Plus, Chanel’s E-Logo is tackling counterfeit beauty products
Sophie Bruxner-Randall
February 27, 2025 • Estimated Reading Time: 7 minutes
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Welcome to Beauty Broadcaster, your ultimate hub for beauty eCommerce insights and industry secrets.
The Growth Hack 🔥
@clickz_official 🚀 @Amazon ads: what you’re missing 🛒 For years, Amazon has been a black box - but what if your Meta ads were driving more impact than you ... See more
Nécessaire, like many brands, knew that their DTC ads drive Amazon conversions but simply couldn't measure this relationship. With Amazon representing one-third of US eCommerce sales, this lack of visibility is endemic.
With Halo, Nécessaire were able to see their Unified ROAS, a new metric that measures the combined return on ad spend across DTC and marketplaces like Amazon. They discovered that TikTok's Unified ROAS was twice as high and Meta's ROAS was 87% higher than previously measurable with DTC-only ROAS.
Armed with this knowledge, they adjusted their channel mix and achieved 47% higher Prime Day revenue than industry benchmarks.
Sector Spotlight 🎥
DIGITAL BEAUTY INNOVATION
Bioré UV, in collaboration with K-pop group Stray Kids, launches a global sun-care campaign, "Sunlight is Your Spotlight." This cross-industry strategy utilizes Stray Kids' immense global influence to amplify Bioré's lightweight sunscreens, targeting young consumers with vibrant visual content and highlighting effective sun protection across 15 countries.
COSMETICS ECOMMERCE INNOVATION
Chanel introduces a new e-logo for authorized eCommerce retailers to verify beauty products' authenticity, tackling counterfeiting head-on. This innovation enhances brand integrity, reflecting cutting-edge digital strategies. For beauty professionals, it underscores the critical role of digital verification in elevating customer trust and driving brand performance in the evolving online landscape.
ALUMINUM-FREE INNOVATION
Aluminum-free deodorants are reshaping the beauty landscape, transitioning from niche to essential on retail shelves. Brands like Curie and Wild leverage digital marketing and eCommerce strategies to meet soaring demand for clean products. This evolution showcases fresh opportunities for enhancing brand performance and customer engagement through innovative product offerings.
INNOVATIVE BEAUTY STRATEGIES
Harry Slatkin's Dwell212 launch at Walmart highlights a move into accessible luxury fragrance for wellness. The range, emphasizing mood-boosting scents, integrates essential oils into affordable body care products. This expansion reflects Walmart's focus on innovative personal care, providing consumers a wellness-enhancing fragrance experience at under $10.
BEAUTY INDUSTRY STRATEGIES
Australia's Ultra Violette makes a strategic play in the U.S. market, entering Sephora with groundbreaking SPF products designed for maximum consumer appeal. With a blend of cutting-edge digital marketing and consumer-focused innovation, the brand seeks to strengthen its global presence and elevate customer engagement through distinctive formulations and targeted educational initiatives.
BEAUTY MARKETING STRATEGY
Vaseline's collaboration with HBO's The White Lotus merges premium skincare with pop culture, aligning with the show's Thai setting. The campaign highlights Vaseline Gluta Hya SPF50's hydrating, brightening, and protective attributes, showcasing its relevance for sun-soaked adventures. This partnership exemplifies innovative marketing synergy and strategic brand positioning.
BEAUTY TECH TRIUMPH
Seventh Avenue Beauty, led by Dr. Melody Shari, broke records with TikTok's longest Shoppable Live, showcasing command in digital marketing. Her vegan, natural line flourishes through strategic engagement techniques, highlighting innovation in brand performance. This feat offers actionable insights into leveraging technology for elevated customer experiences. Attend her live for further advancements.
Optimization Hub ⚙️
AD PLATFORM EVOLUTION
Open-source marketing mix modeling (MMM) is gaining traction as a strategic tool, with Google's Meridian leading the shift towards transparent and privacy-compliant solutions. This model uses Bayesian causal inference to enhance budget allocation across digital platforms, attracting support from industry giants and promising more accurate, insightful marketing strategies.
"It’s great to see the shift away from the fundamentally broken model of user-level and cookie-based MTA, which has been eroded by signal loss from privacy changes. Since iOS 14 and ATT, opt-out rates have hit ~75%, leaving major measurement gaps. A machine learning probabilistic approach is the way forward."
MARKETING INNOVATION
Amazon's AI-powered Brand Awareness Tool, now live, streamlines ad campaigns on platforms like Prime Video and Twitch. Marketers saw notable sales and traffic increases during beta. This advancement enhances Amazon's programmatic media-buying capabilities, offering strategic value and transparency for advertisers seeking to optimize their marketing funnels with technology-driven insights.
ECOMMERCE EVOLUTION
TikTok's eCommerce evolution is redefining beauty marketing by using an interest graph to align product discovery with user preferences. This innovative, creator-driven method enhances authenticity and shopping ease. Brands in beauty can capitalize on these insights from TikTok's report to advance growth, improve customer engagement, and refine digital marketing strategies.
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