Ecomdigest Personal Care - 09.26.2024

PLUS: Join TikTok, Seraphine and Sweaty Betty for Fospha's BFCM live discussion on October 3rd

Author

Priscilla Soedarpo
September 26, 2024 • Estimated Reading Time: 7 minutes

Editor’s Pick 🌟

Peak season is the single best opportunity for D2C brands.

To help you capture it, Fospha has assembled a panel of industry experts. Join them for a live discussion featuring leaders at Sweaty Betty, Seraphine, and the Head of Measurement at TikTok.

📅 Date: Thursday, 3 October 2024

🕒 Time: 11 AM EST / 4 PM BST

P.S. You'll have the chance to ask the experts questions about peak season strategies in real-time!

Gain exclusive insight into:

  1. Proven tactics to maximize peak period opportunities, shared live by experts

  2. Strategies for capturing customers efficiently through a full-funnel approach

  3. Insights on growing your customer base profitably with effective measurement

  4. Methods for identifying and capitalizing on growth headroom for efficient scaling across channels

Specialty Bites 🍪

Bella Perversa

Daisy Marquez, a renowned makeup artist and content creator, is embarking on her first beauty venture with the launch of her fragrance, Bella Perversa. Partnering with Judah Abraham of Slate Brands, Marquez introduces a scent inspired by the femme fatale characters of telenovelas she grew up watching. The fragrance, bottled in a deep red hue, features notes of cherry, white tea, mandarin, jasmine, tuberose, orange blossom, vanilla, coffee, and patchouli. Priced at $68, it will be available on bellaperversa.com starting Tuesday.

Marquez, who immigrated to the U.S. from Mexico at the age of one and was raised in Dallas, began her journey in beauty through competitive dancing in high school. Her passion for makeup deepened as she coped with the challenges of her immigration status, which prevented her from affording college. This led her to create beauty tutorials on Snapchat and Twitter, eventually expanding to YouTube, where she now boasts 1.43 million subscribers. Her influence extends to Instagram with 1.7 million followers and over half a million fans on TikTok.

In addition to her beauty endeavors, Marquez founded the Daisy DACA Foundation, providing financial aid and scholarships to immigrants in the U.S. She envisions her fragrance brand growing significantly, with plans for more fragrances and pop-up events before entering retail. Marquez is optimistic about the future, manifesting her goal of seeing Bella Perversa in Sephora.

ZitSticka

ZitSticka and celebrity tattoo artist JonBoy have launched a limited-edition pimple patch line featuring six exclusive micro tattoo designs. The patches combine art and skincare, infused with acne-fighting ingredients. Retailing for $16, the collection is available online, offering consumers a stylish way to address skincare concerns.

e.l.f. Skin collaborates with comedian Megan Stalter for a satirical campaign addressing common skincare mistakes. The Divine Skintervention initiative humorously highlights issues like pimple picking and sleeping in makeup, offering solutions through Holy Hydration products. The campaign includes an interactive quiz and airs on major streaming platforms.

MySmile diversified its sales channels by launching TikTok Shop, leveraging Shop Ads, and engaging with affiliates. This strategy led to $1M in GMV within three months, a 3x ROAS, and an 80% reduction in CPA. TikTok Shop now outperforms other platforms, prompting budget shifts.

Justmylook has launched incredilox, an affordable luxury haircare line offering salon-quality products starting at $7.99. The range includes the Intensive Deep Repair Mask, 20-in-1 Miracle Hair Spray, and Rosemary Hair Oil. Founder Luke Williams emphasizes delivering high-end results at home, making luxury haircare accessible to everyone.

Naomi Watts' Stripes Beauty, a pro-aging brand, has launched on QVC. The collection, designed for women in perimenopause and menopause, includes best-sellers like Vag of Honor Hydrating Treatment and The Power Move Serum. Available on QVC.com, it premieres on-air Friday.

Performance Platters 🍽️

Brands like Belgian Boys and Olipop are shifting their focus to reach U.S. shoppers in smaller cities. They are investing in retail media networks and hyper-localized marketing to connect with busy parents and larger households. Platforms like Hummingbirds help brands create targeted campaigns, driving sales in specific regions.

Perplexity, backed by Nvidia and Jeff Bezos, is in talks with brands like Nike and Marriott to revolutionize AI-powered search advertising. They aim to replace Google's auction-based system with sponsored questions featuring AI-generated answers. This shift promises unbiased answers while enhancing user experience and advertising effectiveness.

VTEX's survey reveals that 45% of U.S. consumers have engaged in live shopping, with men leading in participation. Social video commerce is also popular, especially among Gen Z and millennials. Brands should leverage these trends, focusing on consistent, engaging experiences to boost consumer engagement and sales.

Ecomdigest is a Contentive publication in the DTC Ecommerce division