Weekly Newsletter - 11.14.2024

PLUS: Personalized beauty lands in NYC—Trinny London goes stateside!

Author

Priscilla Soedarpo
November 14, 2024 • Estimated Reading Time: 7 minutes

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e.l.f. Beauty's strategic entry into Dollar General marks a significant move in the beauty industry, reflecting a broader trend of prestige brands expanding into value segments. This initiative, driven by e.l.f.'s CEO Tarang Amin, aims to tap into underserved consumer bases, particularly in rural areas, without altering their product assortment. By positioning their "holy grails" on end caps, e.l.f. seeks to maintain brand integrity while reaching new audiences. This approach aligns with the growing presence of high-end brands on platforms like Amazon, indicating a shift towards accessibility and inclusivity in beauty retail.

Despite a 40% net sales growth in the second quarter, e.l.f. acknowledges the changing consumer spending patterns, with U.S. demand softer than expected. Dollar General offers a complementary channel, potentially boosting e.l.f.'s market presence. The brand's Beauty Squad loyalty program, with 5.3 million members, plays a crucial role in this expansion, providing valuable consumer insights and enhancing product offerings.

e.l.f.'s upcoming transition to SAP's ERP system in 2025 underscores their commitment to operational excellence. This careful preparation reflects a broader industry trend towards digital transformation, ensuring seamless integration and efficiency. As e.l.f. navigates these developments, their focus remains on innovation and consumer connection, setting a precedent for future growth in the beauty sector.

Trinny London

Trinny London, led by Trinny Woodall, has launched its first US pop-up store in New York on November 11. This four-month venture offers personalized beauty appointments and exclusive events, aiming to expand the brand's presence in North America and increase US sales from 8% to 15%.

With the election now behind us, the whopping 44% of consumers who reported delaying purchases pre-election may finally be ready to open their wallets.

Black Friday and Cyber Monday could be bigger than ever as shoppers prepare to make these ‘revenge purchases.’ This is a prime opportunity for brands to capture pent-up demand.

In this article, Jamie Bolton shares 3 tips to make the most of this opportunity:

📉 Integrate Lower-Competition Channels: Platforms like Snapchat have less competition and lower CPMs, offering low-hanging conversion opportunities.

🎯 Consider TikTok for Efficiency: Last year, TikTok saw the biggest month-over-month jump in ROAS in November, making it a highly efficient tool for BFCM success.

⏳ Strategically Time Ad Spend: 2023 data shows strong results from increasing spend at the start of Black Friday week, but the best approach depends on your budget and goals. (Get a full guide to three timing strategies in Fospha’s BFCM report).

For a closer look at the data behind Jamie’s top tips for BFCM 2024, check out the full article.

Luke Jonas 🌍💥 on LinkedIn: Going Global in 2025

Although Black Friday is just around the corner, savvy brands have half their mind on next year.

With economic challenges in the UK, and a growing opportunity in the US/EU, many retailers are asking: how can we mitigate the risk of our home market?

Ésika

Not Normal has launched a new commercial for Ésika, a beauty brand celebrating Latin American diversity. Directed by Rotem Solomon, the ad showcases the talents of Guido Donadio and Sebastián Regiani. The team successfully captures the vibrant essence of Latin culture, emphasizing authentic representation and innovation.

Marketers should focus on creating emotionally resonant holiday campaigns that align with consumer behaviors. By prioritizing engagement and building brand loyalty, they can navigate the shortened holiday season effectively. Continuous engagement and innovative strategies, rather than early promotions, are key to long-term success and consumer connection.

Dupe culture allows consumers to find affordable alternatives to high-end beauty products. Brands like Charlotte Tilbury face challenges but also opportunities, as dupes democratize beauty. This trend highlights the need for innovation and adaptability in the beauty industry, benefiting both consumers and brands.

Andrew Stanleick joins Kenvue as president of skin health & beauty for North America and EMEA. With over 20 years of experience, he aims to enhance brand growth for Neutrogena, Aveeno, and OGX. Previously, he led BeautyHealth to profitability and managed Coty's luxury brands, including Covergirl.

BigSummit emphasized the importance of multi-channel strategies for ecommerce success. Brands should engage consumers across various platforms, manage product assortment, and adapt to economic pressures. Social shopping, especially on TikTok, offers new opportunities. Understanding consumer behavior and forming strategic partnerships are crucial for navigating the evolving ecommerce landscape.

Consumer goods companies are preparing for potential tariffs under a second Trump administration. They are diversifying supply chains and considering price increases to mitigate risks. While some sectors can adapt, others face challenges due to reliance on international sourcing. The industry remains optimistic about supply chain resilience.

A content marketing agency can supercharge eCommerce success by enhancing SEO, creating engaging content, and managing consistent publishing. With expertise in audience targeting and keyword optimization, agencies like Groove Commerce help brands boost organic traffic and conversions, making them a valuable partner for digital marketing strategies.