Ecomdigest Personal Care - 11.07.2024

PLUS: Lili Reinhart’s New Personal Day Skincare Brand for Acne & Wellness 🌱

Author

Priscilla Soedarpo
November 07, 2024 • Estimated Reading Time: 7 minutes

Editor’s Pick 👑

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

Wellness Wonders 🧴

L'Oréal Dermatological Beauty is venturing into hair care, launching CeraVe Hair and Vichy Dercos in the U.S. This strategic move addresses the scalp as an extension of skin care, with CeraVe introducing five products priced between $8.97 and $9.97 on Walmart's website. Meanwhile, Dercos, a European dandruff range, debuts with prices from $19.99 to $48.99 on Vichy's U.S. site. This initiative reflects a critical understanding of consumer needs, as 40% of dandruff sufferers don't use targeted products consistently.

Christina Fair, president of L'Oréal's dermatological beauty division in North America, emphasizes the importance of a healthy scalp for healthy hair. The division's research revealed gaps in both dermatologist and patient needs, leading to the development of sulfate and paraben-free products with pyrithione zinc. These products aim to provide effective treatment without compromising hair quality, addressing sensitivities and offering holistic solutions.

Sanford Browne, L'Oréal's president of research and innovation in North America, highlights the importance of consumer insights and ingredient safety. The division leverages expertise from other L'Oréal brands, ensuring product performance across hair types. Despite recent modest growth, CeraVe remains a significant player in the market, with Dercos poised as a key growth driver. This launch underscores L'Oréal's commitment to innovation and meeting evolving consumer demands.

STANLEY X e.l.f.

E.l.f Cosmetics effectively generates buzz through strategic collaborations, like its recent partnership with Stanley. This collaboration, inspired by viral trends, featured lip oils and matching tumblers. Available online and at Target, the collection quickly sold out, demonstrating the power of innovative partnerships in the direct-to-consumer market.

Personal Day

Reinhart's Personal Day skincare brand addresses both physical and emotional aspects of acne. Collaborating with experts, the brand offers vegan, cruelty-free products compatible with prescription treatments. Launching October 28, it aims to foster a supportive community, linking skincare with mental health awareness, backed by industry veterans and investors.

Nira's at-home laser devices are revolutionizing skincare by offering powerful, FDA-cleared technology directly to consumers. With significant sales growth and a focus on innovation, Nira plans to expand its product line and distribution, emphasizing consumer education and partnerships with spas to enhance accessibility and effectiveness.

Amcal celebrates 85 years with a new campaign, "Amcal. For You. For Life." The initiative focuses on women's health and partners with RizeUp Australia to support families affected by domestic violence. Amcal also introduces 200 new private label products, reinforcing its commitment to community and customer satisfaction.

Leading Voices 📣 

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

Performance Pulse 📈

Front Row, an acceleration company, helps brands optimize e-commerce strategies on platforms like Amazon. By leveraging Deal Days, brands can boost sales and visibility. Success requires planning, unique offerings, and nurturing customer loyalty. Effective SEO and affiliate marketing are crucial for sustained growth and maximizing long-term benefits.

LinkedIn's new research highlights the effectiveness of connected TV (CTV) campaigns for reaching decision-makers. With LinkedIn's CTV ad options, you can extend your marketing to platforms like Paramount and Roku. This approach could enhance your campaign's reach, especially among influential LinkedIn users who regularly consume CTV content.

Brands are shifting focus this holiday season, emphasizing social media content like hauls and unboxing over traditional e-commerce. According to Digiday Research, companies are refining strategies, including gift guides and catalogs, while adjusting discounts and revenue expectations. Insights from industry professionals highlight evolving marketing tactics and competitive dynamics.

Ecomdigest is a Contentive publication in the DTC Ecommerce division