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- Beauty Broadcaster | Weekly Newsletter | 02.06.2025
Beauty Broadcaster | Weekly Newsletter | 02.06.2025
Plus, NYX & e.l.f. are doubling down on digital-first campaigns
Sophie Bruxner-Randall
February 06, 2025 • Estimated Reading Time: 8 minutes
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Welcome to Beauty Broadcaster, your ultimate hub for beauty e-commerce insights and industry secrets.
Editor’s Pick🌟
ECOMMERCE INNOVATION INSIGHTS
Amazon’s “walled garden” has kept brands guessing—until now. Fospha’s latest research reveals the true impact of DTC ads on Amazon sales by measuring Unified ROAS (Shopify + Amazon revenue):
🔹 TikTok: +80% higher ROAS when Amazon is included
🔹 Meta: +46% higher ROAS (a major shift at scale)
Paid Social drives purchase intent—consumers click today but buy on Amazon later. Now, for the first time, it’s measurable.
Sector Spotlight 🎥
BEAUTY RECONNECT STRATEGY
Bliss is rebranding to connect with elder millennials and Gen X, launching a campaign featuring comedian Iliza Shlesinger. The focus is on serious skin care for adults, diverging from Gen-Alpha trends. Bliss's Elder Millennial Skincare Kit complements this initiative to address mature skin needs effectively.
ECOMMERCE INNOVATION INSIGHTS
Emerging beauty brands are innovatively navigating direct-to-consumer (DTC) and retail channels, seeking optimal data-driven strategies to enhance brand performance. Leaders leverage digital marketing techniques and eCommerce platforms to maximize customer engagement and maintain profitability amidst changing consumer preferences and economic conditions, fostering sustainable growth and a superior customer experience.
BEAUTY MARKET INNOVATION
Dove Men+Care is stepping up its men’s skincare game with a new line of premium Body and Face Scrubs, designed to cleanse, exfoliate, and hydrate in one step. With scents like Eucalyptus Cedar and Charcoal Clove, this launch taps into the growing male grooming market, where convenience and multi-functionality drive purchasing decisions. For beauty e-commerce marketers, this highlights the rising demand for high-performance, self-care-focused skincare and the opportunity to target male consumers with data-driven personalization and brand storytelling.
BEAUTY BRAND INNOVATION
EOS redefined mass-market body care, transitioning from playful lip balms to innovative body lotions during the pandemic. Combining hydration, aesthetic packaging, and trending scents, they became the fastest-growing brand in the segment. With strategic expansion into body wash, EOS leverages premium sensorial appeal and efficacy for sustained growth.
BEAUTY INNOVATIONS
Trump’s new tariffs on China, Mexico, and Canada are disrupting beauty and fashion imports, forcing brands to rethink supply chains and pricing strategies. While large beauty companies turn to AI-driven cost optimization and reshoring, smaller brands face challenges in domestic production. For beauty e-commerce marketers, this shift underscores the need to leverage digital strategies, dynamic pricing, and localized fulfillment to navigate rising costs and maintain profitability in a turbulent trade landscape.
BEAUTY SECTOR INNOVATION
Shopbop, the Amazon-owned retailer, has introduced Shopbop Beauty, a curated collection featuring established and emerging brands. This expansion into beauty includes categories like skin care, hair care, and more, positioning Shopbop as a comprehensive fashion and beauty destination, aligning with industry trends toward diversified retail offerings.
DIGITAL BEAUTY STRATEGY
NYX Professional Makeup's "NYXTAPE" initiative innovatively combines music and makeup, positioning emerging female artists at its core. Collaborating with GRAMMY-winning producers, it aligns with Spring 2025 launches, leveraging TikTok's reach. This strategic move highlights diversity, engaging over a billion users and advancing brand performance in the digital beauty market.
BEAUTY INNOVATION
E.l.f. Beauty’s partnership with Meghan Trainor for the Halo Glow Powder campaign exemplifies strategic innovation. The creative venture redefines digital marketing through e.l.f. Air’s imaginative video, leveraging Trainor’s charisma to engage consumers. Featuring targeted Uber in-app promotions in the US and UK, this campaign enhances eCommerce readiness and consumer connection.
Optimization Hub ⚙️
E-COMMERCE AD INNOVATION
SDYO Services has introduced a new Social Media Ads Management service aimed at enhancing eCommerce brands' online presence. This service offers data-driven ad strategies, optimizing campaigns across platforms like Facebook and Instagram to maximize ROI. It empowers brands with advanced targeting, real-time tracking, and continuous improvements.
DIGITAL RETAIL INNOVATION
Gen Z's digital native status is reshaping retail media. Brands must embrace multichannel strategies, personalizing experiences and blending entertainment with values. By leveraging algorithms and data, brands can create meaningful connections, driving long-term loyalty and setting the standard for future retail innovation and strategic relevance in customer engagement.
DIGITAL MARKETING
TikTok introduces GMV Max, an AI-driven tool to optimize advertising for retailers. This innovation automates campaign management, enhancing ad efficiency and profitability, while adapting to TikTok Shop's ecosystem. GMV Max streamlines ad operations, enabling businesses to focus on growth, reflecting strategic advancement in retail advertising.
Job Board 👩💻
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