Beauty Broadcaster | Why “Main Character Energy” Is the Beauty Trend of the Summer

Editor’s Pick ✨

What Bees, Burgers and Brand Budgets Can Teach Us About Marketing Measurement
✍️ A ClickZ reflection on MadFest 2025

At MadFest last week, Rory Sutherland reminded the room what too many boardrooms forget: not everything valuable can be measured up front.

“Marketing should be treated like R&D, not procurement,” he said — urging brands to value discovery, not just efficiency.

His metaphor? Bees. Some follow a known path (performance), others go exploring (brand). Without the explorers, the hive starves.

While it’s a compelling argument in theory, the practical realities of brand-building can be tough for marketers. The biggest challenge? Proving it’s working. Without clear evidence of impact, securing budget for top-of-funnel campaigns can be next to impossible.

This tension echoed across sessions — but especially in our conversations with Fospha, who are helping brands tackle this head-on. Their new Glow research reveals how early indicators like branded search and engaged site visits serve as predictive signals of future revenue — giving marketers the proof they need to protect and scale brand investment.

At a time when finance demands certainty and marketing needs freedom, this might just be the measurement rethink the industry’s been waiting for.

👉 Download the Glow Report

Sector Spotlight 🎥

BRAND BUILDING

Hailey Bieber's Rhode Brings Luxury Beach Experience to Majorca

Hailey Bieber's Rhode has transformed Gran Folies in Majorca into a vibrant summer beach club, showcasing the brand's Lemontini Peptide Lip Tint through an immersive, in-person experience aimed at connecting with the European audience.

The event emphasizes Rhode's strategic focus on creating unforgettable, tangible interactions that strengthen brand loyalty and excitement among customers. The initiative also demonstrates social responsibility, with the Rhode Futures Foundation supporting local community efforts in Majorca.

BEAUTY MARKET TRENDS

Main Character Energy Dominates Summer Beauty Trends with Personalization at Its Core

Rhode's collaboration with Revolve highlights the growing emphasis on personalized beauty, with strategies centered on mixing styles and products that resonate individually.

Revolve's effective deployment of these trends reflects significant sales growth, with double-digit increases in its beauty sector amidst industry downturns. Insights from Revolve include expanding global brand representation and leveraging virality to attract and retain a diverse customer base.

BEAUTY MARKET TRENDS

Celebrity Influence in Beauty Brands Focus on Current Trends and Outcomes

Celebrity beauty brands reveal diverse fortunes, with names like Kate Moss and Ashley Tisdale facing contrasting outcomes. Strategic marketing insights include Cécred’s remarkable growth at Ulta, benefitting from Beyoncé's influence, while Rhode’s billion-dollar valuation illustrates the M&A appeal. These shifts highlight the importance of celebrity influence on brand outcomes, crucial for marketers navigating brand strategy.

BEAUTY MARKET TRENDS

Beauty Brands Embrace Amazon Prime Day with Strategic Offers

Amazon Prime Day is driving beauty brands to offer unprecedented discounts—up to 55% off—as they strive to counteract tariff pressures and soft industry sales growth.

With an emphasis on customer acquisition, brands leverage this extended event to convert deal-driven consumers and capitalize on strategic promotional channels, including TikTok and DTC emails.

Optimization Hub ⚙️

SOCIAL MEDIA STRATEGY

Currys Engages New Customers Through Strategic TikTok Success

Currys has effectively leveraged its social media presence, particularly on TikTok, to engage with a younger demographic, increasing brand preference to 26% compared to 21% three years ago. This strategic engagement is pivotal for marketers looking to penetrate Gen Z markets, providing actionable insights into effective social media adoption. Currys' success demonstrates the potential for targeted digital strategies to enhance brand equity in competitive industries.

AFFILIATE MARKETING

Amazon Doubles Influencer Commissions Ahead of Extended Prime Day Event

Amazon has doubled influencer commissions for its Prime Day period, running from July 1 to July 20, offering specific increases in 13 product categories, such as beauty and jewelry. This move aims to motivate influencers to enhance sales during the expanded four-day Prime Day event, presenting significant earning potential for marketers involved in content creation.