Ecomdigest Personal Care - 11.14.2024

PLUS: Benefit’s 3D Benemart mixes shopping & games to target Gen Z customers

Author

Priscilla Soedarpo
November 14, 2024 • Estimated Reading Time: 6 minutes

Wellness Wonders 🧴

WWD

Dupe culture, driven by platforms like TikTok, is reshaping the beauty industry by offering affordable alternatives to high-end products. Brands like Charlotte Tilbury and Olaplex face challenges as consumers seek budget-friendly options, yet this trend democratizes beauty, making luxury experiences accessible. Analysts attribute the rise of dupes to economic pressures and the gamification of finding cheaper alternatives. While brands invest in innovation, the allure of dupes persists, with companies like MCoBeauty capitalizing on this trend to gain market traction.

The evolution of dupe culture reflects a shift in consumer behavior, where affordability and accessibility are prioritized. Brands are now embracing this phenomenon, recognizing it as a testament to their desirability. The legal landscape allows for comparisons, as long as consumer confusion is avoided. This trend, while not new, is amplified by social media, challenging retailers to adapt quickly to changing demands. The speed of trend cycles, rather than dupes themselves, poses the greatest challenge for retailers.

Globally, the impact of dupe culture varies, with original brands needing to justify their premium pricing through superior quality and benefits. In the U.S., the market remains stable, with distinct consumer segments for original and dupe products. Ultimately, dupe culture underscores the dynamic nature of the beauty industry, pushing brands to innovate while navigating the complexities of consumer expectations and market trends.

e.l.f. Beauty is expanding into Dollar General to reach value-seeking consumers, maintaining its product assortment. This move aligns with trends of prestige brands entering value markets. e.l.f. aims to serve underserved communities, leveraging its Beauty Squad loyalty program and preparing for an ERP transition to enhance operations.

Benefit Cosmetics

Benefit Cosmetics has launched The Benemart, a virtual 3D shopping experience for the holidays. This innovative platform allows users to shop, play games, and interact with friends as avatars. Developed with Obsess, it combines entertainment with commerce, targeting Gen Z and younger shoppers in four countries.

Next8 Investments, led by former Olaplex and K18 architects Edward Connaghan and Denise Russell, acquired Matter of Fact skin care. This promising brand, founded by Paul Baek, uses innovative technologies. Next8 aims to support emerging beauty and biotech founders, leveraging their expertise to foster groundbreaking brands and technologies.

Leading Voices 📣 

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?

Performance Pulse 📈

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.

BigSummit emphasized the importance of multi-channel strategies for e-commerce 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.

Instagram's Adam Mosseri clarifies that the platform does not reduce the reach of posts tagged as sponsored content. This myth is debunked to encourage creators to comply with laws without fear. The perceived reach penalty is likely due to user engagement, not Instagram's algorithmic actions.

Ecomdigest is a Contentive publication in the DTC Ecommerce division