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Check In to Shampoohotel | Untangled Newsletter
PLUS: Brands Are Missing 87% of YouTube's True Impact
Zihan Lyu
June 04, 2025 • Estimated Reading Time: 6 minutes
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Welcome to Untangled, your essential newsletter for haircare eCommerce professionals.
Editor’s Pick 🌟
New research reveals that brands scaling Google's YouTube and Demand Gen budgets are growing 32% faster in 2025. So, why aren't more brands prioritizing these high-impact campaigns?
Fospha's analysis of over $500M in ad spend uncovers why businesses mis-measure YouTube and how to accurately track the impact of Google’s upper-funnel channels.
Get the full research and a step-by-step guide to maximizing these channels for your brand here.
Sector Spotlight 🎥
BEAUTY MARKET TRENDS
Clariant Beauty is launching its BeautyTok Unboxed concept at NYSCC 2025, offering six innovative formulations inspired by social media trends, catering to North American beauty brands. The initiative features unique textures and multi-functional ingredients, demonstrating Clariant's capacity to deliver effective, trend-responsive solutions.
This approach aims to support brands in creating appealing, consumer-oriented products that leverage Clariant's advanced formulation expertise.
BEAUTY MARKET TRENDS
Shampoohotel introduces a beauty line inspired by global destinations, blending sensorial fragrances with salon-quality formulations at accessible prices.
Launching exclusively at Ulta Beauty, Shampoohotel prioritizes sustainability, offering vegan, cruelty-free, and eco-conscious products. Marketers should note the brand’s strategic focus on sensorial appeal, accessibility, and innovative ingredient use.
MARKETING CAMPAIGN
Wahl Professional's 'Make it With Wahl' campaign spotlights the authentic stories of modern barbers embodying ambition and creativity, engaging marketers with strategic insights on community connection and brand evolution, vital for capturing market dynamism.
BEAUTY MARKET TRENDS
THG's report forecasts growth in the haircare market to $106.4 billion by 2028, driven by digital media and product innovation. Key trends include premium product growth, hyper-personalized solutions, and lab-grown biotechnology, offering marketers opportunities for strategic engagement and consumer connection.
Upcoming Events📅
Cannes Lions is no longer just about creativity — this year, marketing measurement is stepping into the spotlight.
If you’re heading to the Croisette and want to cut through the noise on what’s really working in digital, Fospha is the team to speak to. From breakthrough research to real-world results, we’re helping brands make every marketing pound count.
Optimization Hub ⚙️
MULTI-CHANNEL MARKETING
Goal-oriented marketing enhances multi-channel coordination by aligning with business objectives, such as increased ROI, rather than focusing on individual channels. Notable examples like Blenders Eyewear and SwimOutlet demonstrate improved conversion rates and revenue through effective channel orchestration and AI-driven personalization. Emphasizing goals first ensures optimized resource allocation and a comprehensive marketing approach.
SOCIAL MEDIA MARKETING
Meta Advantage offers AI-powered tools for digital advertising, enhancing efficiency with features like Advantage Placements and Shopping Campaigns. However, certain tools, such as Advantage Creative and Budget Allocation, require manual oversight to maintain brand consistency and strategic balance. Advertisers must strategically blend automation with manual control for optimal performance.
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ClickZ is a ClickZ Media publication in the DTC Ecommerce division