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  • ClickZ Haircare Newsletter - 10.17.2024

ClickZ Haircare Newsletter - 10.17.2024

PLUS: Wella’s new Wicked-inspired set has arrived—perfect for spellbinding hair and nails!

Author

Marina Mouka
October 17, 2024 • Estimated Reading Time: 8 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
Advertising Week NYC Recap

💡 Balancing Fame and Flow in a Post-Privacy Landscape, by Sam Carter, CEO of Fospha.

AdWeek NYC 2024 was packed full of fresh ideas and powerful reminders of evergreen principles. From navigating privacy challenges to ensuring sustainable brand growth, here are my key takeaways that all brands should be implementing:

  1. Balance Fame and Flow: Brands that focus too much on short-term conversions and neglect long-term brand-building efforts fall into the ‘doom loop’, converting only existing demand without generating new demand. Eventually the convertible audience is exhausted, efficiency plummets, and the brand finds itself in trouble. To avoid this, brands need to strike the right balance between conversion and long-term brand awareness to sustain growth.

  2. Go Full-Funnel for Measurement: To balance short and long-term goals of conversion and brand awareness, marketing teams need to be able to measure the impact of both. Last Click attribution chronically undervalues awareness activities, so brands should opt instead for measurement tools that use a full-funnel methodology.

  3. Privacy-Proof Your Tech Stack: With third-party cookies deprecation and new privacy regulations cropping up regularly, brands need to accept the death of user-level data and embrace privacy-centric solutions to future-proof their measurement. 

Read the full article here. 

Hot in D2C eCommerce 🔥

AI POWERS PRIME
Amazon Prime Big Deal Days 2024 Breaks Records with AI and Innovation (top links below 👇)

Amazon’s Prime Big Deal Days 2024 made history with the largest October shopping event ever, saving Prime members over $1 billion globally. This year’s event highlighted Amazon’s cutting-edge AI tools, including its AI assistant, Rufus, and drove massive sales across electronics, toys, and apparel. Top brands like Apple and Dyson offered unbeatable deals, setting the stage for a promising holiday shopping season.

Momentum Commerce reported a 41% sales increase on Day 1, with brands like Crocs and Lego leading the charge, while regions like Canada and Europe saw notable growth despite weather impacts affecting the U.S. Competitors Target and Walmart also launched early sales events, but Amazon's use of innovative shopping tools and AI set it apart in an increasingly competitive market.

For deeper insights into this record-breaking event, explore these key sources:

Specialty Bites 🍪

Lindsay Lohan stars in Nexxus's 'Style Swap' campaign, celebrating her iconic roles and hairstyles. The campaign highlights Nexxus's Styling line, showcasing products like XXL Volume Hairspray. Lohan shares her creative process, emphasizing hair as a form of self-expression. This collaboration honors her fans and iconic characters.

Wella has launched a limited-edition care set inspired by the upcoming film Wicked. This Spellbonding Hair & Nail Repair Kit includes three innovative products designed to repair and strengthen both hair and nails. The kit features Wella Professionals Ultimate Repair Miracle Hair Rescue, a weightless leave-in spray that uses alpha hydroxy acid and omega-9 to rebuild hair bonds and enhance smoothness.

The kit also includes OPI Repair Mode Bond Building Nail Serum, which uses patented Ulti-Plex technology to strengthen nails from within. Additionally, a Wicked-inspired comb completes the set. Retailing at $45, this kit is available online and will be in stores by October 15. This collaboration highlights the dynamic intersection of beauty and entertainment, offering you a unique opportunity to explore new trends.

Malibu C introduces the Scalp Scrub to its Head Lab collection, featuring ingredients like jojoba esters and activated charcoal for deep exfoliation and improved scalp health. This product empowers consumers and professionals to enhance scalp care routines, offering a luxurious experience both at home and in salons. Available online now.

Bravo Sierra, a military-themed personal care brand, is relaunching with a prestige line of hair and skin products aimed at high-performance lifestyles. This new line features elevated fragrances, modern packaging, and advanced formulas, sold directly to consumers. The brand secured $2.5 million in funding from historical investors to support this initiative.

The existing mass-market line will become an Amazon exclusive, maintaining its affordability and convenience. Bravo Sierra continues to support military families and veterans, having donated over $500,000 to related causes. Since 2017, the brand has raised $38 million from investors like Redo Ventures and Capstar Ventures, reflecting its commitment to quality and community support.

Blo Blow Dry Bar is expanding in Georgia with a new franchise agreement led by Jasmine Budhwani, an Atlanta native. Her entrepreneurial journey, inspired by Blo's transformative services, aims to enhance the local community's beauty experience. The brand's growth aligns with the booming beauty industry, offering franchise opportunities.

Performance Platters 🍽️

Microsoft is transitioning from its retail media platform, PromoteIQ, to a partnership with Criteo. This shift reflects the evolving retail media landscape, emphasizing the need for adaptable strategies. While PromoteIQ's closure isn't officially announced, the move highlights the importance of resilient, owned architectures in the dynamic ad tech industry.

Retailers often miss revenue opportunities throughout the purchase funnel, from accessibility issues to ineffective discount strategies and poor mobile optimization. In this insightful podcast, experts explore how optimizing these areas can reduce cart abandonment and boost customer retention. Additionally, they discuss how strategic return policies can enhance customer loyalty while minimizing losses. Listen now for actionable tips to create a more profitable retail experience.

LoopMe introduces Brand Outcome Scores, an AI-driven tool enhancing ad performance by predicting ad effectiveness without cookies. This innovation aids marketers in optimizing campaigns across mobile video, CTV, and display ads. Initially launching in the US and UK, BOS aims to revolutionize advertising strategies globally.

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