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  • ClickZ Haircare Newsletter - 11.07.2024

ClickZ Haircare Newsletter - 11.07.2024

PLUS: L'Oréal’s New U.S. Launch – Capitalize on Scalp Health Trends

Author

Rafe Houston
November 07, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick🎯

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

Specialty Bites 🍪

The dry shampoo market is evolving fast, blending high-tech innovation with sustainability. Batiste leads with sweat-activated tech for active freshness, while Colab's Pure Nude Dry Shampoo soothes sensitive scalps with chamomile and vitamin E. Hair Gain introduces a non-aerosol, eco-friendly puff applicator, cutting waste.

Consumers now demand multifunctional products that prioritize scalp health. Sales trends back this up: Lookfantastic reports a 42% rise in dry shampoo sales year-over-year, with a 516% surge in "powder dry shampoo" searches. The market, projected to grow at 5.7% CAGR to $4.09 billion by 2032, highlights big opportunities for brands embracing innovative, eco-friendly solutions.

WOW Skin Science has introduced its Apple Cider Vinegar Shampoo to the U.S. market, tapping into consumer demand for natural, effective haircare. This product detoxifies, balances pH, and maintains moisture, showcasing WOW’s focus on holistic, vegan, cruelty-free solutions without harsh chemicals. Available on Amazon and Walmart, it sets a benchmark for marketing clean, innovative haircare products. Competitors should note the strategic emphasis on natural ingredients and broad retail reach.

L'Oréal Dermatological Beauty is further expanding into hair care with CeraVe and Vichy Dercos launching in the U.S. This move highlights the importance of scalp health as an extension of skin care. CeraVe introduces five products, priced between $8.97 and $9.97, while Dercos offers a range from $19.99 to $48.99.

Understanding consumer needs, L'Oréal collaborated with dermatologists to create products free of sulfates and parabens, featuring ingredients like pyrithione zinc, hyaluronic acid, and niacinamide. This approach addresses both dermatologist and patient gaps, ensuring treatments are effective and gentle on sensitive scalps.

The dandruff market is significant, with one in five consumers experiencing scalp issues. L'Oréal's focus on diverse hair types, including curly hair, aims to meet these varied needs, leveraging expertise from brands like Redken.

Beauty Launchpad's 2024 Readers' Choice Awards highlight top professional beauty products, from hair care to salon software. Winners include DESIGNME HOLD.ME Styling Stick and Malibu C Hard Water Shampoo & Conditioner. The awards celebrate innovation and excellence, offering insights into the latest industry trends and advancements.

Insight of the Week 📖

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

Performance Platters 🍽️

Front Row, an acceleration company, helps brands optimize eCommerce strategies on platforms like Amazon. By leveraging Deal Days, brands can boost sales and visibility. Success requires planning, unique offerings, and nurturing customer loyalty. Effective SEO and affiliate marketing are crucial for sustained growth and maximizing long-term benefits.

LinkedIn's new research highlights the effectiveness of connected TV (CTV) campaigns for reaching decision-makers. With LinkedIn's CTV ad options, you can extend your marketing to platforms like Paramount and Roku. This approach could enhance your campaign's reach, especially among influential LinkedIn users who regularly consume CTV content.

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