Ecomdigest Personal Care - 10.10.2024

PLUS: Sydney Sweeney as Dr. Squatch's as New Body Wash Genie

Author

Priscilla Soedarpo
October 10, 2024 • Estimated Reading Time: 8 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from Adweek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Specialty Bites 🍪

Dr. Squatch

Dr. Squatch, a pioneering force in male grooming, has strategically enlisted actress Sydney Sweeney to spearhead its latest marketing initiative. Known for her roles in "Euphoria" and "White Lotus", Sweeney will embody the 'body wash genie,' a role designed to captivate and engage the male demographic. This campaign, characterized by its innovative approach, will be disseminated across various platforms, including social media, television, and Spotify, leveraging Sweeney's substantial influence and reach.

Founded in 2013, Dr. Squatch has consistently championed natural body care solutions, appealing to men who desire authenticity and quality. The brand's new Natural Body Wash line, which Sweeney is set to promote, underscores a commitment to purity and performance. With 98% natural ingredients, the line is devoid of synthetic cleansers, allergens, sulfates, parabens, and phthalates, ensuring a superior grooming experience. The enticing scents, such as Coconut Castaway and Wood Barrel Bourbon, further enhance the product's appeal.

Sweeney's involvement marks a significant milestone in Dr. Squatch's marketing evolution, aligning with her previous endorsements for brands like Laneige and Giorgio Armani. This collaboration not only highlights the brand's dedication to quality but also its innovative spirit in redefining male grooming standards. As the campaign unfolds, it promises to set a new benchmark in the industry, blending tradition with modernity in a compelling narrative.

Tom Bachik

Selena Gomez's apple cider nails are the latest fall manicure trend, inspired by autumnal beverages. Created by Tom Bachik, the deep chrome red shade offers a dark feminine vibe. To achieve this look, use similar polishes like Essie's Berry Naughty and a chrome topcoat for a stylish finish.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More Specialty Bites 🍪

Valentino

Valentino Beauty is launching SpikeValentinoButtery Matte Lipsticks in New York, featuring a pop-up at Flatiron Plaza. The event includes installations, free samples, and consultations. Charli XCX joins as a U.S. ambassador, enhancing the brand's prestige. Valentino's innovative approach celebrates bold self-expression and continues its growth in the beauty industry.

Force Factor, in collaboration with Nutrition21, has launched Hair Growth Accelerator, featuring the clinically proven ingredient Lustriva. This innovative supplement, available as capsules and soft chews, promotes thicker, fuller hair in just three weeks. The product is made in the USA and available online and in stores.

Credo, led by CEO Annie Jackson, celebrates its 10th anniversary by launching a skincare line focused on hydration and eco-friendly packaging. The brand expands into home fragrance and plans new store openings, emphasizing clean beauty and innovation while advocating for industry regulation and transparency.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Generative AI is transforming marketing by enabling rapid, personalized content creation. Brands like Nike and Coca-Cola leverage AI for efficiency and engagement. However, human oversight is crucial to avoid missteps. Successful campaigns blend AI with creativity, ensuring authenticity and alignment with brand values. Proceed thoughtfully for optimal results.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

Ecomdigest is a Contentive publication in the DTC Ecommerce division