CeraVe Takes On Dandruff Stigma | Untangled Newsletter

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🛑 Before We Get Into It…

🚀 eTail West 2025 is almost here! Want the inside track on game-changing trends, must-know insights, and key takeaways from the event?

Money Moves 💸

How Embedded Finance Can Help eCommerce Brands Scale

Scaling an eCommerce brand isn’t just about optimizing ad spend and conversion rates—it also requires access to capital. Whether funding inventory, launching new marketing campaigns, or expanding internationally, many businesses struggle with cash flow constraints. Embedded finance is changing this, making funding more accessible without the delays of traditional lenders.

A recent partnership between Liberis and Vagaro shows how seamless funding can empower businesses. By integrating financing directly into Vagaro’s platform, salons and wellness professionals gained frictionless access to working capital, with performance-based approvals and revenue-based payments. In just one month, $4M in funding reached 200+ merchants, helping them grow without financial bottlenecks.

For eCommerce brands, this signals a shift toward more flexible growth funding models. Just as Buy Now, Pay Later (BNPL) options have transformed customer spending, embedded finance could help eCommerce businesses secure capital for scaling operations, launching ads, or managing seasonal cash flow—all within their existing platforms.

Sector Spotlight 🎥

DIGITAL HAIRCARE STRATEGY

CeraVe Wants to Destigmatise Dandruff in New Hair Health Campaign

CeraVe's campaign, featuring notable figures, seeks to destigmatize dandruff and promote their new hair care products. The effort, emphasizing scalp health, aims to connect CeraVe's trusted skincare with haircare. The marketing strategy highlights the prevalence of dandruff, fostering dialogue and offering effective solutions.

CELEBRITY ENDORSEMENT

Kate Hudson Named Joico’s Global Celebrity Ambassador

BEAUTY RETAIL EXPANSION

Olive Young Expands to U.S.

Olive Young, a major K-beauty retailer, is establishing a U.S. subsidiary in Los Angeles, signaling a strategic expansion to capture the rising U.S. demand for K-beauty products. The move supports small K-beauty brands globally and aligns with increasing U.S. consumer interest in diverse beauty products.

INNOVATIVE HAIRCARE STRATEGIES

Issa Rae & Hannah Diop on Beauty Rituals, Self-Care & What’s Next for Their Clean Haircare Brand Sienna Naturals

Sienna Naturals, co-founded by Hannah Diop and Issa Rae, addresses textured hair care needs with their clean, vegan products. Their brand recently won a Sephora Beauty Grant, gaining $100,000 to expand. As their latest initiative, they're promoting the nourishing DNA Scalp Serum, embracing both beauty rituals and self-care.

FASHION HAIR TRENDS

The Best Haircut Trends From New York Fashion Week Street Style

New York Fashion Week showcased street-inspired hair trends, including razor-sharp bobs, 90s layers, and medium-length chops. Standouts include the bottleneck bob, French bob, and jellyfish haircut. Styles hint at 2025's predicted rise of triple XL hair and bangs' standalone prominence, offering marketers insights into evolving beauty trends.

Influencer Corner 📣

Performance Pulse 📈

MARKETING STRATEGY

Brands You Want to Bite

Why do some products feel irresistible before you even try them? Think Rhode’s caramel-drizzled lip balms and Jacquemus' butter-stacked visuals, they both tap into something deeper than aesthetics—they trigger craving.

Brands are using sensory marketing to spark instant desire, from food-inspired packaging to ASMR-worthy textures. Touch, scent, and even sound are shaping how we shop, making products feel indulgent before they even land in our hands.

This shift is about the science of attraction.

DYNAMIC ADVERTISING INSIGHTS

Navigating The Fragmented Media Landscape

An era of media fragmentation in 2025 pressures brands to adeptly balance niche personalization with wider impact. This dynamic demands strategic engagement, weaving micro-targeting with mass advertising, to sustain brand coherence. Successful approaches integrate contextual precision and agile adaptability, ensuring robust consumer connections and lasting brand resonance amid diverse digital ecosystems.

DIGITAL MARKETING INNOVATION

Consumer Brands Late To Adopt Social Commerce Strategy

With 30% of consumer brands still lacking a social commerce strategy, opportunities abound for those focused on digital marketing. Samy Alliance highlights the importance of community interactions and influencer partnerships. Embracing platforms like Instagram and TikTok with integrated shopping features, alongside engaging short-form videos and humanized content, is crucial for enhancing brand presence and consumer connection.

DIGITAL RETAIL INNOVATION

Reclaiming Retail: How Leaders Can Transform Retail Media Networks

Retailers can redefine their digital marketing strategies by reclaiming retail media networks (RMNs), harnessing first-party data and innovative advertising approaches to boost revenue. Investment in skilled talent and cutting-edge technology is crucial. These unified platforms enhance international campaigns, offering strategic insights that integrate data-driven advertising with improved consumer engagement and brand alignment.

Your Say 📣