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ClickZ Haircare Newsletter - 10.03.2024

PLUS: SEEN secures $9M to transform haircare with dermatologist-developed formulas

Author

Sophie Bruxner-Randall
October 03, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

Anatomy Haircare has launched the Hair-Bond Reconstruction Leave-In Formula, featuring the first organic hair bond-building molecules. Developed in Switzerland, this silicone-free, lightweight formula repairs and protects hair using advanced biotechnology. It promises immediate improvements in flexibility and manageability, with continued use rebuilding and hydrating damaged hair.

The Fenty Hair salon pop-up in London aimed to offer an inclusive haircare experience but faced backlash from some Black women with 4C hair. Content creator SincerelyOghosa shared her disappointing experience on TikTok, highlighting issues of texturism and inadequate service. Fenty Hair issued an apology, acknowledging the need for better training and inclusivity.

This incident underscores a broader issue in the beauty industry, where Black women often face sub-par salon experiences. Despite Fenty's efforts to prioritize inclusivity, the execution fell short for some. The industry must invest in proper training and transparency to genuinely cater to all hair types, ensuring every customer feels valued and well-treated.

The Beachwaver Co. is transitioning from its digital success on TikTok Shop to retail, launching in Target and other stores. Founded by Sarah Potempa and her sisters, the brand initially focused on direct-to-consumer sales but now aims to expand its product assortment and reach a broader audience in physical stores.

SEEN, a dermatologist-developed hair care brand, has secured $9 million in Series A funding. This investment will drive innovation, expand retail presence, and scale professional sampling to 10,000 dermatology practices by 2025. SEEN, founded by Harvard-trained Dr. Iris Rubin, addresses hair and skin issues like acne and eczema with clinically-proven, skin-friendly formulations.

Investors include Mitch Rales, Feroz Dewan, and George Mrkonic. SEEN's products, which have earned five patents and numerous awards, are available at major retailers like ULTA and Amazon. The brand's mission is to provide salon-quality hair care that also benefits the skin, pioneering the "skinification" of hair care."

Naomi Watts, Brooke Shields, and Sarah Creal are revolutionizing beauty for women over 40. Watts' Stripes targets menopausal skin, Shields' Commence addresses aging hair, and Creal's line focuses on mature skin needs. This shift celebrates aging, promoting tailored skincare routines with advanced formulations and sun protection.

Editor’s Pick 🌟

New guide reveals that Google Discovery is best for ROAS at low spend, whereas Performance Max delivers results at scale. To optimize performance in Google, brands should: 

  • Invest in Performance Max, which comprises ~24% of budget on average and supports increased scale at similar performance. 

  • Leverage Google Discovery for potentially strong ROAS, especially at lower spend levels. 

  • Consider Google Shopping as a middle-ground option, offering good ROAS potential with more scale than Discovery. 

This research was put together by Fospha, EMEA's leading marketing measurement platform. Fospha has $1bn spend under measurement across 150+ of the world's best eCom brands, including Free People and Gymshark. They've assembled a guide of the best Google channels & strategies to lead brands into H2 - you can read this here. 

Performance Platters 🍽️

Brands are leveraging holistic video strategies to engage consumers across multiple platforms, driving full-funnel business outcomes. By utilizing first-party data and diverse video channels, companies like PepsiCo and Lexus achieve significant increases in brand awareness, consideration, and conversions. Amazon Ads exemplifies this approach, offering expansive opportunities for advertisers.

DMEXCO 2024 showcased AI's practical applications, retail media's growth, and the shift to cookieless solutions. Key trends included AI-driven transformation, the rise of retail media, and the importance of first-party data. The event emphasized collaboration, transparency, and the evolving landscape of digital marketing, highlighting innovation and future opportunities.

Brand websites remain crucial for the golden quarter, driving engagement and sales, according to Visualsoft's research. While social media is growing in importance, targeting the right consumers is essential. Newsletters and nostalgic Christmas ads also play significant roles, with nearly half of consumers driven by nostalgia.

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