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ClickZ Haircare Newsletter - 10.10.2024

PLUS: The Hair Guide You Need for Post-Summer Repair

Author

Marina Mouka
October 10, 2024 • Estimated Reading Time: 7 minutes

Live From Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from Adweek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Specialty Bites 🍪

TikTok’s favourite at-home waxing brand Wakse is debuting it’s Meltoway Hair Dissolving Cream in the UK, offering a gentle, botanical-rich formula for all skin types. This innovative product promises a smooth, irritation-free experience with enticing scents. Available at Boots, it reflects Wakse's commitment to transforming hair removal into a delightful self-care ritual.

Photograph: Pol Kurucz/B&A Reps

Haircare is more than just products; it's about achieving a look that makes you feel amazing. Post-summer, many seek thicker, shinier, and healthier hair. Brands like Briogeo and Grown Alchemist offer products that nourish and protect, while tools like Dyson's Supersonic Nural prioritize hair health. Supplements from brands like Viviscal and Vida Glow can also support hair growth and strength.

For those dealing with hair loss, options abound. Living Proof's Scalp Care Density Serum and Kerastase's Genesis line target thinning hair. Salon treatments like Jo Hansford's Metal Detox and Olaplex's Bond Shaper offer professional solutions. Whether you're embracing a new fringe or maintaining a chic bob, expert advice and innovative products can help you achieve your hair goals.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More to Discover 💇‍♀️

Sodalis Group, a European beauty and personal care platform, has acquired HRB Brands, expanding its reach into the American market. This strategic move allows Sodalis to introduce its European brands in North and South America, marking a significant transformation and growth opportunity for the company.

Force Factor, in collaboration with Nutrition21, has launched Hair Growth Accelerator, featuring the clinically proven ingredient Lustriva. This innovative supplement, available as capsules and soft chews, promotes thicker, fuller hair in just three weeks. The product is made in the USA and available online and in stores.

Overtone has revamped its packaging exclusively for Target, emphasizing sustainability and style. The new design aligns with their mission of vibrant, healthy hair without harmful chemicals. Available in various colors, the plant-based formulas cater to all hair types, offering professional results at home. The updated line is now available.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Brands face "deal fatigue" as constant sales events pressure budgets and loyalty. To stand out, they innovate with exclusive products, tiered discounts, and added value like loyalty points. Despite challenges, Prime Day remains crucial. Adaptation is key in navigating this evolving retail landscape, ensuring sustained customer engagement and growth.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

ClickZ is a Contentive publication in the DTC Ecommerce division