Ecomdigest Personal Care - 10.24.2024

PLUS: Warm vanilla & caramel scents are ruling TikTok’s fall fragrance trends

Editor’s Pick 👑

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods.

Read the full interview to learn more about Seraphine’s approach!

Wellness Wonders 🧴

Rael

Rael's strategic partnership with Ulta Beauty marks a significant milestone in the skincare and wellness industry, as the brand introduces its holistic cycle care and K-beauty-inspired products to a broader audience. With 16 SKUs now available at Ulta, Rael aims to leverage the retailer's pioneering role in wellness and K-Beauty trends. CEO Yanghee Paik emphasizes the synergy between Rael's innovative product development, rooted in K-Beauty technology, and Ulta's commitment to holistic care, creating a promising collaboration.

The product lineup includes supplements for menstrual cycle support, acne patches, and advanced skincare solutions like the Miracle Patch Advanced Strength Retinol Spot Cover. Rael's expansion into over 19,000 US stores underscores its ambition to redefine wellness beyond traditional boundaries. President Lauren Consiglio highlights the comprehensive marketing strategy, including staff training and promotional plans, to enhance consumer engagement and introduce a novel skincare experience.

Rael's commitment to clean beauty is evident, with products free from animal-derived ingredients and harmful chemicals. This aligns with Ulta's vision of offering innovative and ethical beauty solutions. As Ulta plans to open 200 new stores over the next three years, this partnership is poised to drive growth and set new benchmarks in the industry, reflecting a shared vision of progress and innovation.

Vanilla and caramel gourmands lead TikTok's fragrance trends for Fall 2024, with 2.9 million searches. Gender-neutral scents and unique niche fragrances follow closely. Perfume aesthetics and oud scents also gain traction. These trends highlight a shift towards inclusivity and individuality in fragrance preferences, offering brands new opportunities.

Estée Lauder expands its presence on Amazon with a new virtual foundation tool, enhancing consumer engagement. This move aligns with luxury brands' strategies to leverage digital platforms for personalized experiences. The tool offers 55 shades of Double Wear, reflecting a trend towards innovative, consumer-focused marketing in the beauty industry.

Nutrafol

Nutrafol's Mens Active Cleanse, a 2-in-1 shampoo and conditioner, addresses men's unique scalp challenges by promoting scalp health and hair growth. This product aligns with the trend towards holistic, science-backed solutions, complementing Nutrafol's supplements and setting a new standard in men's hair care innovation.

Leading Voices 📣

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

Ecomdigest is a Contentive publication in the DTC Ecommerce division