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- Beauty Broadcaster | SZA’s Lip Gloss Drop + Tour Pop-Ups = Beauty Gold
Beauty Broadcaster | SZA’s Lip Gloss Drop + Tour Pop-Ups = Beauty Gold
Plus: Budget-friendly, multi-vitamin skincare wins over Gen Z.
Sophie Bruxner-Randall
April 23, 2025 • Estimated Reading Time: 6 minutes
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Welcome to Beauty Broadcaster, your ultimate hub for beauty eCommerce insights and industry secrets.
Sector Spotlight 🎥
BEAUTY INNOVATION LAUNCH
blinc introduces Curling TUBING Primer, a clean, vegan lash treatment designed to boost curl, repair damage, and extend the longevity of salon results—directly addressing the $3.5 billion lash and brow aftercare market. Marketers should note its distribution through major eCommerce channels and retail partnerships, underscoring evolving consumer demands for multifunctional beauty solutions.
BEAUTY PRODUCT LAUNCH
SZA is launching Not Beauty, a lip collection featuring three glosses focused on durability, hydration, and non-stick formulas, with each retailing at $23 and nature-inspired packaging. The direct-to-consumer strategy includes exclusive tour pop-ups, providing marketers insight into leveraging celebrity influence and experiential engagement at events. Anticipate related product extensions like lip liners to drive incremental brand engagement and sustained consumer interest.
SUSTAINABILITY INNOVATION INSIGHT
The In-Cosmetics Global 2025 event showcased groundbreaking sustainable ingredient innovations crucial for marketing professionals in the beauty industry. Highlights include upcycled silk peptides, biodegradable opacifiers, eco-designed fragrances, and biotech-based microalgae. These environmentally-friendly ingredients offer new avenues for cosmetic brands to meet consumer demand for sustainable and ethical products, enhancing brand reputation and aligning with emerging regulatory landscapes.
BEAUTY MARKET TRENDS
The gender divide in the beauty industry offers a powerful opportunity for brands to connect with values-driven consumers by promoting gender equity and inclusivity. Emphasizing female leadership, authentic representation, and addressing generational perceptions can align brands with consumer expectations. Prioritizing actionable initiatives over performative gestures will enhance brand reputation and drive meaningful engagement.
BEAUTY MARKET TRENDS
Procter & Gamble’s beauty division saw modest global growth in 2024, with hair care brands like Pantene and Herbal Essences achieving high-single-digit gains, especially outside China. Personal care brands—including Native and Olay—captured double-digit growth, aided by product launches and Gen Z traction. China’s challenging climate depressed skin care, but targeted innovations like SK-II’s LXP and eCommerce campaigns helped recover some momentum.
BEAUTY PRODUCT REVIEW
The INKEY List Vitamin B, C, and E Moisturiser’s low price point, approachable formula, and transparent ingredient communication offer marketers a strong example of value-driven positioning and clear messaging. Its appeal to both first-time and experienced skincare consumers underscores the potential for accessible, education-focused product campaigns in eCommerce.
STEM DIVERSITY
Ontex, a woman-led company, leverages diversity in STEM to advance personal hygiene products, focusing on sustainability and innovation in private label solutions. Highlighting women's contributions improves product development by incorporating diverse perspectives, leading to superior, consumer-friendly solutions. Support for women in STEM at Ontex is essential for continued progress and innovation, ensuring strategic product advancements in traditionally male-dominated fields.
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Optimization Hub ⚙️
SEASONAL MARKETING STRATEGY
May offers marketers a critical window to drive engagement and revenue with SMS campaigns anchored to holidays like Cinco de Mayo, Mother’s Day, and Memorial Day. Data shows personalized, behavior-based messaging, urgency tactics, and visual content significantly boost conversions and subscriber loyalty. Prioritizing inclusivity, segmentation, and early subscriber list growth maximizes campaign effectiveness.
SOCIAL ENGAGEMENT INNOVATION
Instagram’s new Blend feature allows users to collaboratively curate and engage with a daily Reels feed in group DMs, fostering shared content discovery and real-time interaction. Marketers should note that this user-to-user approach distinguishes Instagram from TikTok, adding strategic value for community-driven campaigns.
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