Ecomdigest Personal Care - 10.31.2024

PLUS: Why brands are betting on omni-channel growth, ethical sourcing, and the booming tween beauty market.

Author

Ankith Udupa
October 31, 2024 • Estimated Reading Time: 5 minutes

Insight of the Week 📖

Couldn’t make it to Chicago for Shoptalk Fall? In this post, Jamie Bolton gives us a rundown of the key trends and strategies brands are betting on in Fall 2024:

🔑 Invest in Brand: Investing in brand has never been more important. Full-funnel strategies on Paid Social are now crucial, allowing brands to both build awareness and drive conversions in-platform. As Kyle Leahy from Glossier puts it, “People want to be part of something bigger.”

🛍️ Go Omni for Growth: As D2C growth hits limits, embracing an omni-channel sales approach is key to staying resilient. Brands like Solo Stove and Chinese Laundry are leading with strategies that don’t replicate D2C on third-party retail, finding unique advantages in each.

✈️ Go Global: With lower CPMs and wide-open markets, the EU offers significant growth opportunities. Effective localization strategies are essential for US brands looking to expand abroad.

For a deeper dive, check out the full post here!

Wellness Wonders 🧴

BEAUTY INDUSTRY INSIGHTS

Social media and self-care culture have turned tweens into serious skincare consumers, with the market set to hit $380M by 2028. Both boys and girls are diving deep into multi-step routines, marking a shift in how Gen Z views beauty. While TikTok and Instagram fuel the pursuit of 'perfect skin,' experts like James Hamblin warn against excessive product use. As the line between self-care and skin health blurs, the industry faces a pivotal moment in addressing young consumers' needs.

BEAUTY INDUSTRY NEWS

Marking its 250th anniversary, Birkenstock launches Care Essentials – a premium footcare collection featuring seven naturally-derived products. The German-formulated range, priced from $25-30, includes rejuvenating bath salts, exfoliating scrubs, and nourishing balms. According to CEO Oliver Reichert, this expansion represents the brand's commitment to holistic self-care and foot wellness.

RETAIL INDUSTRY TRENDS

Who said brick-and-mortar was dead? John Lewis's Oxford Street store expanding its space by 25% to house 175 brands. As Britons spend £4 billion on beauty products – up 10% from 2023 – retailers like Fenwick and Selfridges are following suit, proving that when it comes to beauty, nothing beats the in-store experience.

INDUSTRY PARTNERSHIPS

The Honey Pot expands its reach by partnering with Ulta Beauty, offering feminine care products online and in 68 stores. This collaboration aims to destigmatize period care, making products more accessible and empowering individuals. The partnership aligns with shared values of safe, effective, and inclusive personal care.

BEAUTY & SKINCARE

Social media savvy tweens are reshaping beauty retail, turning Sephora and Ulta into their new hangouts. While TikTok and YouTube drive discovery, brands respond with beginner-friendly products and playful packaging. The key to this market? Age-appropriate products that balance fun with function – from gentle skincare to DIY beauty kits and trendy accessories.

Performance Pulse 📈

DIGITAL MARKETING

Google Performance Max is a powerful tool for eCommerce campaigns, offering businesses the ability to display ads across multiple Google platforms, such as Gmail, Google Maps, and YouTube. This approach enhances reach and engagement, with automation and machine learning ensuring ads are shown to the right audience. Key benefits include:

  • Full access to Google's ad inventory, including Shopping ads.

  • Automation for targeted ad placement.

  • Real-time performance insights for strategy adjustments.

  • To maximize results, consider these strategies:

  • Use audience segmentation to tailor ads to specific demographics.

  • Leverage automated asset creation for dynamic ad content.

  • Continuously monitor and test ad performance to refine strategies.

Embrace Google Performance Max to boost your eCommerce campaigns and achieve higher returns on ad spend.

MARKETING INSIGHTS

Every performance marketing campaign can incorporate brand elements to reinforce brand identity, while brand marketing efforts can successfully leverage performance metrics to refine messaging and engagement strategies - but getting the balance right is where the magic happens.

Ecomdigest is a Contentive publication in the DTC Ecommerce division