Ecomdigest Personal Care - 10.17.2024

PLUS: Ami Colé expands to 600 Sephora locations with L'Oréal backing

Author

Priscilla Soedarpo
October 17, 2024 • Estimated Reading Time: 7 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
Advertising Week NYC Recap

💡 Balancing Fame and Flow in a Post-Privacy Landscape, by Sam Carter, CEO of Fospha.

AdWeek NYC 2024 was packed full of fresh ideas and powerful reminders of evergreen principles. From navigating privacy challenges to ensuring sustainable brand growth, here are my key takeaways that all brands should be implementing:

  1. Balance Fame and Flow: Brands that focus too much on short-term conversions and neglect long-term brand-building efforts fall into the ‘doom loop’, converting only existing demand without generating new demand. Eventually the convertible audience is exhausted, efficiency plummets, and the brand finds itself in trouble. To avoid this, brands need to strike the right balance between conversion and long-term brand awareness to sustain growth.

  2. Go Full-Funnel for Measurement: To balance short and long-term goals of conversion and brand awareness, marketing teams need to be able to measure the impact of both. Last Click attribution chronically undervalues awareness activities, so brands should opt instead for measurement tools that use a full-funnel methodology.

  3. Privacy-Proof Your Tech Stack: With third-party cookies deprecation and new privacy regulations cropping up regularly, brands need to accept the death of user-level data and embrace privacy-centric solutions to future-proof their measurement.

Read the full article here.

Hot in D2C eCommerce 🔥

AI POWERS PRIME
Amazon Prime Big Deal Days 2024 Breaks Records with AI and Innovation (top links below 👇)

Amazon’s Prime Big Deal Days 2024 made history with the largest October shopping event ever, saving Prime members over $1 billion globally. This year’s event highlighted Amazon’s cutting-edge AI tools, including its AI assistant, Rufus, and drove massive sales across electronics, toys, and apparel. Top brands like Apple and Dyson offered unbeatable deals, setting the stage for a promising holiday shopping season.

Momentum Commerce reported a 41% sales increase on Day 1, with brands like Crocs and Lego leading the charge, while regions like Canada and Europe saw notable growth despite weather impacts affecting the U.S. Competitors Target and Walmart also launched early sales events, but Amazon's use of innovative shopping tools and AI set it apart in an increasingly competitive market.

For deeper insights into this record-breaking event, explore these key sources:

Specialty Bites 🍪

rhode

Claudia Schiffer, a renowned supermodel with over 1,000 magazine covers, has been announced as the new ambassador for Hailey Bieber's Rhode. This marks a shift for the brand, which previously featured younger models like Candice Swanepoel and Jasmine Tookes. Schiffer stars in a campaign for Rhode's latest product, Butter Balm, a rich moisturizer available from October 28th on their e-commerce site.

Rhode is expanding its product line in 2024, having launched its first makeup product, Pocket Blush, in June and a cleanser in January. Known for its trendy tinted lip balms and smartphone cases, Rhode is broadening its appeal. This strategic move highlights the dynamic nature of the beauty industry, where brands continuously innovate to capture consumer interest and market share.

Malibu C introduces the Scalp Scrub to its Head Lab collection, featuring ingredients like jojoba esters and activated charcoal for deep exfoliation and improved scalp health. This product empowers consumers and professionals to enhance scalp care routines, offering a luxurious experience both at home and in salons. Available online now.

WELLA

Wella introduces a limited-edition care set inspired by the film Wicked, featuring products for hair and nail repair. The Spellbonding Hair & Nail Repair Kit includes a hair rescue spray, a nail serum, and a Wicked-themed comb. Available online now, it will be in stores on October 15.

Ami Colé, a clean cosmetics brand, expands to nearly 600 Sephora stores in the U.S. and secures funding from L'Oréal's BOLD. Founder Diarrha NDiaye-Mbaye aims for growth despite challenges, focusing on retail expansion, brand awareness, and community engagement, with plans to enter the U.K. market.

Bravo Sierra, a military-themed personal care brand, is relaunching with a prestige line of hair and skin products, supported by $2.5 million in funding. The new line features advanced formulations and packaging, while the original mass-market line becomes an Amazon exclusive, continuing to support military families and veterans.

Performance Platters 🍽️

Microsoft is transitioning from its retail media platform, PromoteIQ, to a partnership with Criteo. This shift reflects the evolving retail media landscape, emphasizing the need for adaptable strategies. While PromoteIQ's closure isn't officially announced, the move highlights the importance of resilient, owned architectures in the dynamic ad tech industry.

Amazon's Amelia AI, currently in Beta, aims to assist sellers with insights and advice. While it simplifies tasks for new users, its potential lies in evolving features like competitive analysis and content optimization. Amelia is promising, but its future impact on Amazon sellers remains to be seen.

Advertising Week New York highlighted three key trends: the scarcity of third-party data, the rise of the creator economy, and the pressure on marketers to prove ROI. Brands must leverage first-party data, embrace TikTok's potential, and focus on measurable outcomes to succeed in this evolving landscape.

Ecomdigest is a Contentive publication in the DTC Ecommerce division