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  • Beauty Broadcaster | 🌸 Shiseido’s ULTIMUNE Reinvention: Heritage Meets Innovation

Beauty Broadcaster | 🌸 Shiseido’s ULTIMUNE Reinvention: Heritage Meets Innovation

Plus, Fospha’s $500M analysis shows beauty brands scaling with YouTube + Demand Gen.

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

New Research 🧐

Google's YouTube and Demand Gen are soaring as the fastest-growing Google Ad channels year-over-year. Why are brands betting big on them in 2025?

Fospha's analysis of over $500M in ad spend across hundreds of brands reveals why. From accelerated revenue growth, to boosted Amazon sales and higher AOV - brands going full-funnel in Google are winning big.

For the full research and a step-by-step guide to maximizing these channels, download the free resource now!

Still at The Lead Summit? Don’t miss this 👇

The Lead Summit is underway—and our exclusive drinks reception is happening tomorrow.

We’re bringing together some of the smartest minds in commerce for one evening of sharp conversation and good wine in NYC’s FiDi district.

⏱ Thursday, 29 May | 4:30 PM (evening of Day 2)
📍 Wine Bar just 15 mins walk from TLS conference venue – exact location shared upon RSVP Confirmation

Have a look at some of the brands that joined us before:

Sector Spotlight 🎥

AESTHETIC TREATMENT INSIGHTS

Long-term sun exposure can produce significant skin damage, leading to precancerous growths that require aggressive topical treatments like Efudex, which targets and eliminates these lesions. For marketers in skincare or aesthetics, the detailed patient experience highlights growing consumer demand for advanced, preventive dermatological solutions and transparent testimonials. Brands can leverage such real-world narratives to create trust and communicate the benefits of advanced skin health products, aligning messaging with consumer concerns about sun damage and long-term care.

INFLUENCER COMPLIANCE

Huda Beauty withdrew its “strongest setting spray ever” and performance claims against Charlotte Tilbury after a National Advertising Division challenge, highlighting increasing regulatory scrutiny of influencer marketing. Marketers must proactively monitor partnerships and social media content to ensure compliance and avoid reputational risk. This sets a precedent for accountability amid rapid eCommerce promotion.

BRAND INNOVATION

Shiseido’s reintroduction of its ULTIMUNE serum demonstrates the brand’s commitment to blending Japanese cultural identity, scientific research, and sustainability, reflected by its innovative use of upcycled camellia and heritage-driven design. This case offers marketers insight into dynamic global positioning and consumer engagement through authentic storytelling, product evolution, and localization.

BEAUTY INNOVATION

Boots’ nationwide launch of free, dermatologist-backed skin consultations—supported by pharmacist training and AI-powered diagnostic tools—addresses a well-documented consumer need for fast, accessible skincare advice. This initiative reinforces Boots’ position as a first-choice destination for comprehensive skincare solutions, potentially diverting skin-related traffic from overburdened GP services. Marketing professionals should note the strategic differentiation and customer retention opportunities created by integrating expert guidance, product access, and digital health technologies.

Influencer Corner 📣

Sometimes, it takes a random viral TikTok to remind us how much the rules of brand interaction have changed. | João Afonso Parra

I recently came across a video (https://lnkd.in/dDgua4AZ) in which a regular user challenged brands to comment on her video during a 3-hour flight, and the response was remarkable.

Within hours, leading brands from multiple sectors flooded the comments section with creative, brand-aligned messages that not only generated massive engagement, but also showcased a new dimension of real-time marketing.

👉 TikTok stands out as the most algorithmically democratic social platform today. Visibility depends less on follower count and more on the relevance, creativity, and resonance of the message.

Optimization Hub ⚙️

SOCIAL MEDIA MARKETING

Instagram ad costs are shaped by bidding models, audience targeting, seasonality, and industry competition, with average CPCs from $0.01–$0.25 and CPMs from $0.01–$4.00. Instagram offers lower costs than Facebook and LinkedIn, making it a strong eCommerce option for visually driven, targeted campaigns.

ECOMMERCE INTELLIGENCE

Shopify Live View delivers real-time visitor and sales analytics, enabling marketers to identify peak shopping periods, optimize campaigns for targeted segments, and inform staffing or inventory decisions. Its accessible dashboard supports rapid response to customer behavior trends, translating live data into actionable insights. This tool is essential for marketers seeking data-driven optimization in eCommerce.