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Beauty Broadcaster | Nordstrom’s Luxe Beauty Picks Under $50 Drive Smart Engagement

Plus: Cowboy Carter tour sparks a Western beauty wave brands can’t ignore.

Author

Sophie Bruxner-Randall
April 30, 2025 • Estimated Reading Time: 7 minutes

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

Editor’s Pick ✨

Marketing thought leadership has a tendency towards binaries. The funnel is either completely dead or very much alive. Brand marketing is either pointless or the solution to all your problems, and ChatGPT is ending 30 years of search overnight.

At Fospha, we love the measurement challenge of any new channel that offers our clients ways to reach more customers. However, Google is still very much the biggest advertising platform. Performance Max (PMAX) and Search products alone represent around 30% of our clients’ digital share of wallet.

In uncertain times, it’s more important than ever for brands to nail these core channels, so we produced the definitive best practice guide on PMAX and Paid Search. Here were our top findings:

  • ⚖️ Best performing brands allocate 55% of Google budget to PMAX and 12% to Paid Search.

  • 🏆 Brands that pair Search and PMAX with ~50% of their budgets in YouTube, Demand Gen and Paid Social see optimal results.

  • 🎨 Especially for PMAX, high-volume creative is key for AI-powered optimization.

Sector Spotlight 🎥

BEAUTY PRODUCT CURATION

Nordstrom’s curated under-$50 beauty products deliver high-performing essentials from legacy and emerging brands, offering practical alternatives to luxury counterparts without sacrificing consumer appeal or effectiveness. This approach enables marketers to position eCommerce beauty collections as inclusive, accessible, and trend-responsive. Such selections drive purchase frequency, brand loyalty, and sustained customer engagement.

BEAUTY PRODUCT INNOVATION

A curated roundup of 39 viral beauty products spotlights the evolving dynamics of consumer demand, blending efficacy, innovation, and influencer amplification. From ingredient-driven skincare to multi-functional hair and makeup essentials, these trends highlight how peer validation and strategic eCommerce optimization drive product momentum. For marketers, these case studies reveal how tapping into virality—through social proof, micro-influencer partnerships, and timely digital activations—can significantly enhance brand visibility, conversion rates, and long-term loyalty within the beauty sector.

BEAUTY MARKET TRENDS

Beyoncé’s Cowboy Carter tour integrates country aesthetics with modern beauty trends, sparking a cultural movement and strong engagement across multiple beauty verticals. Marketers can leverage this convergence by aligning products—such as haircare, makeup, nails, and accessories—with the tour’s signature style, driving relevance with diverse, trend-conscious consumers.

BEAUTY PRODUCT LAUNCH

Merit Beauty’s Signature Sheer Lip Liner, which saw sales of one unit per minute during launch, features a forgiving, creamy gel formula that enables effortless application and natural-looking definition. Fast adoption and positive reviews highlight consumer demand for practical, on-the-go beauty products, offering actionable insights for beauty marketers.

SUSTAINABLE PACKAGING INNOVATION

SVR’s adoption of Aptar Beauty’s Micro airless, fully recyclable all-plastic packaging for new dermocosmetic products signifies a strategic shift toward sustainability in the rapidly expanding dermocosmetics sector. Marketers should note the internal manufacturing efficiencies, reduced carbon footprint, and compliance with ECOCERT and COSMOS standards—offering clear consumer value.

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Get real-time insights from top industry events, expert takes, and behind-the-scenes content. Follow our partner brand, ClickZ, on Instagram, TikTok, and YouTube for your daily dose of marketing intel.

Influencer Corner 📣

Meta Ads vs. Google Ads: Which One is Better for D2C Brands?

Meta ads excel at:
👉 Building brand awareness.
👉 Nurturing new customers with engaging content.
👉 Retargeting cold leads who didn’t convert initially.

Google ads are great for:
👉 Capturing demand when people are actively searching for solutions.
👉 Generating high-intent traffic with low CPC.
👉 Converting cold leads into paying customers quickly.

Which one should you focus on?
👉 Meta ads work best if you’re focusing on top-of-funnel and brand-building.
👉 Google ads work best when you’re ready to convert customers actively searching for your product.

Rumour has it that OpenAI might be quietly working on a native Shopify checkout inside ChatGPT.

Apparently ‘leaked’ code shows:

👉 'shopify_checkout_url'
👉 'buy_now'
👉 'product_offer_ratings'

No redirects. No search. Just chat, compare, and buy in one flow. Unconfirmed, but catching attention.

If this happens?

Google, TikTok, even product pages as we know them are all about to change.

Optimization Hub ⚙️

AI MARKETING ADVANTAGES

AI now drives faster learning, rapid content adaptation, and more informed campaign decisions in eCommerce marketing, while enhancing data visualization and leadership effectiveness. Marketers integrating AI into daily workflows cut inefficiencies and deliver improved outcomes for clients. In 2025, AI usage distinguishes effective agencies from less competitive firms.

INNOVATIVE PERSONALIZATION STRATEGIES

Cookieless personalization enables brands to deliver relevant experiences without third-party cookies by leveraging first-party and zero-party data, server-side tracking, and contextual targeting—all while meeting privacy regulations such as GDPR and CCPA. Marketers must transition to consent-based data collection and real-time behavioral analytics for effective customer engagement. Utilizing specific tools like server-side experimentation platforms, customer data platforms, and contextual targeting engines is essential for maintaining personalization in eCommerce while respecting evolving privacy expectations.

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