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  • ClickZ Haircare Newsletter - 08.22.2024

ClickZ Haircare Newsletter - 08.22.2024

PLUS: Aeterna enters US market as Dyson disrupts industry further

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ClickZ
August 22, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

Aeterna, a natural haircare line made in Italy, has launched in the United States. Founded by brothers Stefano and Guido Spacagna, who also own the Spacagna Italian Hair Design salon in Miami, Aeterna brings the essence of Italian quality to American consumers. The line, inspired by Italy's land, sea, and lifestyle, features three categories: AQUA, VITA, and ESSENZA, each representing water, vitality, and essential ingredients. With natural components like linseed and almond oils, and hydrating aloe vera, Aeterna promises to elevate the haircare industry in the US.

The Spacagna brothers have spent years perfecting their formulations in collaboration with a top Italian laboratory. "We were always looking for high-quality, luxurious hair care products for our salon, so we created our own line," said Stefano Spacagna. Their dedication to quality and luxury is evident in every bottle, designed meticulously to reflect the brand's Italian heritage.

Guido Spacagna expressed his long-held dream of launching a company in the United States, stating, "For as long as I can remember, I've wanted to launch my own company here, and now I can finally say I am living my American Dream." The brothers' entrepreneurial spirit and commitment to excellence have culminated in Aeterna's debut, available online and at their Miami salon, with plans for rapid expansion.

Aeterna's launch is a testament to the Spacagna brothers' vision and hard work, offering American consumers a taste of Italy's finest natural haircare products. The brand's future looks promising as it aims to expand its reach and continue delivering high-quality, luxurious hair care solutions.

James Dyson's latest venture into beauty with Chitosan hair products and the Airwrap i.d. device exemplifies his blend of art and science. Dyson's relentless innovation, from vacuum cleaners to hair care, continues to disrupt industries, driven by a commitment to improvement and a £500 million investment in future technologies.

Industry Appetisers 🥨

Amazon's entry into prestige beauty is reshaping the industry. Estee Lauder, L'Oreal, and others now sell on Amazon, boosting its market share. This shift pressures traditional retailers like Ulta and Sephora to innovate. Amazon's infrastructure and convenience are unmatched, but physical stores can still compete through unique experiences and exclusivity.

E.l.f. Beauty, celebrating its 20th anniversary, is thriving with $1 billion in sales and strong Gen Z support. Under CEO Tarang Amin, the company excels in innovation, international expansion, and strategic acquisitions. Despite market challenges, E.l.f. remains optimistic about future growth in cosmetics and skincare.

Performance Platters 🍽️

Fospha's TikTok Playbook reveals that brands are now allocating an average of 10% of their marketing budgets to TikTok, recognizing its exceptional return on ad spend (ROAS) during high-traffic periods like Black Friday and Cyber Monday. 

Olaplex's success story on TikTok demonstrates the platform's unparalleled potential, with their hashtag challenge garnering 3 billion views in just three days and their #OLAFLEX hashtag reaching 6 billion views overall. The premium hair care brand's strategy focused on brand building rather than immediate sales lift, leveraging a combination of organic content, paid campaigns, and collaborations with 400 influencers and stylists. 

TikTok's effectiveness in attracting new customers, particularly Gen Z, surpassed other platforms, with Olaplex measuring success through brand lift studies, unique views, click-through rates, and follower growth. Fospha's playbook emphasizes the importance of a full-funnel strategy on TikTok, engaging consumers at every stage from awareness to conversion, which can help brands sustain momentum beyond peak periods. 

As marketers prepare for upcoming high-traffic events, how can they leverage TikTok's unique ecosystem to create engaging, platform-native content that resonates with their target audience and drives long-term growth?

Gen Z is increasingly using Pinterest for shopping inspiration, making it a crucial platform for brands targeting this demographic. Pinterest's user base is growing, with Gen Z being the fastest-growing segment. Brands like American Freight and Bis are leveraging Pinterest's features to boost engagement and sales.

Brands are rapidly adopting viral internet phrases like "very demure" to stay culturally relevant. While this can boost engagement, experts caution that not all brands should follow suit. Successful integration requires alignment with brand identity and consumer ethos, ensuring authenticity and avoiding the risk of seeming out of touch.

ClickZ is a Contentive publication in the DTC Ecommerce division