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Beyoncé Partners With Cécred

Plus: Why last click undervalues channel revenue by over 90%?

September 17, 2025 • Estimated Reading Time: 5 minutes

Untangled

Here's what's happening this week in the world of haircare marketing:
- Beyoncé turns haircare into big business with Cécred
- ORS partners with Xia Charles on new line and Brooklyn flagship
- Paul Mitchell Names Paris Hilton Global Ambassador
- Dyson’s first haircare line gets early performance nods

⏱️Why Last Click Undervalues Channel Revenue By Over 90%?

The majority of channels are undervalued by over 90% by Last Click. Add marketplace sales into the mix, and brands see a 37% ROAS uplift, yet most tools still ignore it.

See why the future of growth depends on full-funnel, unified measurement across DTC + marketplaces.

Watch Dom Devlin explain this at #etailboston

📌WEEKLY MUST-KNOWS

Forbes details how Cécred scaled beyond the BeyHive through Ulta rollout, pop-up roadshows, and influencer education anchored by salon credibility from Tina Knowles. The playbook blends spectacle with authority to drive trial and omnichannel lift. The bar for celebrity-led brands is shifting toward experiential retail, expert-led content, and sustained product performance.

CELEBRITY COLLABORATION
ORS Partners With Xia Charles On New Line And Brooklyn Flagship
Celebrity braider Xia Charles launched “Crowned by Xia x ORS” alongside opening Braided NY in Brooklyn, with distribution at Target, Ulta and select salons. The five-product lineup leans into protective-style care with heritage-inspired ingredients. This strengthens ORS’s textured authority and bridges salon credibility with mass retail access.

Paul Mitchell unveiled Paris Hilton as global ambassador with a multi-channel campaign spanning digital, social, and in-store, including dedicated Ulta displays and pro-stylist spotlights via XO Your Pro. The collaboration fuses Y2K star power with retail execution and a philanthropy tie-in to the LA Wildfire Relief Fund. Anticipate content-driven traffic spikes and increased demand for featured SKUs in Ulta.

Meet Fospha at Shoptalk Fall 2025

Fospha is heading to Chicago for Shoptalk Fall. From GenAI reshaping search to marketplace measurement and scaling creative, their team is ready to explore the topics defining retail growth with industry peers.

⚡QUICK READS

Dyson’s Omega Haircare Gets Early Positive Reviews: First-look testing highlights lightweight, non-greasy performance and refillability, signaling a tools-to-consumables strategy that could boost LTV for premium beauty tech brands.(More)

Brooke Shields Activates Commence With Hamptons Pop-Up: The 40+ focused haircare brand leans into community retail and founder-led storytelling to refine audience targeting and drive earned-media visibility.(More)

Göt2b Taps UMI And MAX For Curl Campaign: Henkel’s göt2b is pairing its new curled line with musical artist UMI via the MAX program, activating tour venues with content, visuals and a fan sweepstakes. The play fuses live music and beauty to drive trial, data capture and cultural relevance. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division