Weekly Newsletter - 01.08.2025

PLUS: Nu Skin Boosts Innovation with $250M Mavely Sale

Author

Priscilla Soedarpo
January 09, 2025 • Estimated Reading Time: 7 minutes

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Welcome to Beauty Broadcaster, your hub for beauty e-commerce insights. It’s 2025, and we’re kicking things off with fresh ideas to supercharge your campaigns and keep your customers hooked!

Top Reads 🌟

🚀 AppLovin’s Breakout Year
Early data from Fospha shows AppLovin is a top 3 channel for acquiring new customers and the 2nd largest source of paid traffic for some brands.

🛍️ Social Commerce Boom (Hello, TikTok Shop!)
Social commerce is set to hit $80B in the US, with TikTok Shop leading the way with its seamless shopping experience.

📱 Third-Party Sales Channels on the Rise
As disposable incomes are squeezed, shoppers are turning more to Amazon, but also its budget competitors like Temu and Shein. In 2024, Temu quietly became the most downloaded app on the US App Store.

The challenge? Brands still struggle to understand how their advertising on platforms like Meta and TikTok drives demand on third-party sales channels.
(Stay tuned—Fospha is working on a solution for 2025! 👀)

ClickZ is Live at CES—Let’s Spotlight Your Vision🌟

CES 2025 is here, and ClickZ is in action!

As part of our coverage, we’re hosting exclusive interviews with visionary thinkers to spotlight groundbreaking ideas, unveil new innovations, and engage a global audience of decision-makers.

This is your chance to share your vision and connect with a worldwide audience! 👇

Sector Spotlight 🎥

L'Oréal introduced L'Oréal Cell BioPrint at CES 2025, revolutionizing skincare with a portable lab-on-a-chip device. It provides personalized skin analysis in five minutes, predicting skin aging and ingredient responsiveness. This innovation epitomizes L'Oréal's leadership in beauty tech, delivering strategic insights valuable to marketing professionals in the skincare industry.

Marquee Brands acquired Laura Ashley, seeking strategic growth by capitalizing on its robust licensing model. With plans to innovate and expand across global markets, the acquisition aims to broaden Laura Ashley's reach, leveraging its seven-decade heritage to enhance partnership opportunities and capture new audiences.

The rom-com lips trend is set to soar in 2025, emphasizing soft, semi-matte textures and a natural, kissed appearance. Industry experts suggest this aesthetic, inspired by Korean and French beauty, will dominate, offering strategic insights into consumer preferences for effortless, romantic looks, highlighting opportunities for strategic innovation in makeup marketing.

In 2025, beauty manufacturing is evolving with trends focused on economic shifts, sustainability, AI personalization, and holistic wellness. Demand will grow for eco-friendly, multifunctional products with scientific backing. Unsubstantiated claims and excessive packaging will diminish as the industry embraces innovation and sustainability for strategic advantage in a competitive market.

Nu Skin's Rhyz Inc. divested its Mavely platform to Later, gaining $250 million in cash and equity. The transaction enhances Nu Skin's technology and social commerce capabilities, with proceeds aimed at debt reduction, innovation, and stock repurchase, reinforcing its commitment to strategic growth and value creation for shareholders and stakeholders.

Influencer Corner 📣

Influencer Marketing in 2025: Where Should Brands Invest?

With over 50% of brands set to increase creator budgets in 2025, the question isn’t if influencer marketing will grow—it’s how brands should allocate these dollars.

Experts emphasize the shift toward scale and centrality in the marketing mix. Brands need to align spending with their goals—whether driving sales or boosting awareness.

Sarah Levinger on LinkedIn: 3 Rules for DTC Success

Timing is everything—especially for DTC brands. Sarah Levinger highlights how delivering incentives at the right moment can make all the difference. 💡

In her recent post, Sarah breaks down the 3️⃣ golden rules of timing that every brand should know.

A small spoiler: Action + reward = happy brain 🧠, reward key behaviors, and… well, you’ll have to read the full post for the rest.

Optimization Hub ⚙️

As e-commerce evolves, growth in 2025 hinges on mastering the basics: clarity, optimization, and personalization. SMART goal-setting ensures campaigns stay focused, while refined website usability and core platform expertise enhance customer experiences. By leveraging deep audience insights and streamlining ad strategies, marketers can prioritize long-term, sustainable growth over fleeting trends, positioning their brands for measurable success.

Retail experts predict the convergence of physical stores and digital innovation, like live shopping, will transform retail by 2025. Physical stores will evolve into interactive experience hubs, integrating omnichannel strategies.

Key tactics include:
- blending digital with in-store journeys
- utilizing AI
- enhancing customer engagement through personalized experiences

Influencer Marketing

📍 New York City, NY

Global Marketing

📍 Los Angeles, CA

Marketing & Comms

 📍 Austin, TX, USA

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