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  • ClickZ Haircare Newsletter - 11.28.2024

ClickZ Haircare Newsletter - 11.28.2024

PLUS: Crown Affair raises $9M to grow like never before

Welcome to ClickZ Haircare, your essential newsletter for haircare e-commerce professionals. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns shine and your sales soar!

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Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

Prestige haircare brand Crown Affair has raised $9 million in Series B funding, led by True Beauty Ventures, to fuel its expansion into Sephora, enhance marketing strategies, and scale its team. This funding underscores the growing demand for high-end haircare and highlights opportunities for e-commerce marketers to leverage retail partnerships and targeted campaigns. Crown Affair’s focus on scaling brand awareness and distribution provides valuable insights into aligning funding with omnichannel growth in the competitive beauty market.

Clemenger BBDO has been selected by L'Oréal Group Agency Village to lead brand and social campaigns across Australia and New Zealand. Chosen after a competitive selection process, Clemenger’s expertise in brand strategy and social media will drive culturally impactful campaigns, with efforts kicking off in early 2025. This partnership underscores the value of integrating strong creative strategies with localized social media insights to enhance brand presence and campaign performance in key markets.

K18 has revolutionized dry shampoo with its biotech-powered AirWash, eliminating the white cast and chalky feel of traditional formulas. Utilizing odorBIND and mineral microbeads, it effectively absorbs oil and eliminates odors. Despite a higher price, its innovative features and even distribution make it a standout in haircare. AirWash highlights the value of emphasizing problem-solving innovations and premium features to appeal to discerning haircare consumers

U.S. haircare consumers prioritize brand loyalty, scent preferences, hairstylist recommendations, cost, and brand recognition when making purchasing decisions. For e-commerce marketers, aligning product offerings with these factors can drive trust and engagement. Strategies like personalized product suggestions, highlighting professional endorsements, and offering affordable yet high-quality options can enhance satisfaction and encourage repeat purchases, ultimately strengthening brand loyalty in a competitive market.

Suave’s Rose Oil Infusion Volumizing Shampoo reflects current consumer preferences with its promise of weightless volume and a lasting rose scent. Powered by QuenchLock Technology, it hydrates while reducing breakage, appealing to those seeking salon-quality results at an accessible price point. Positive user reviews emphasizing its volumizing effects and fragrance highlight its alignment with market demands for effective, sensorial haircare products. The product showcases the importance of blending performance-driven benefits with sensory appeal to capture consumer interest and drive sales.

Tommy Gun's Original Barbershop celebrates its 100th location, expanding into the U.S. with a focus on Utah and Arizona. Known for transforming the barbershop experience, they offer premium services and franchise opportunities. Their growth strategy includes comprehensive training and innovative customer experiences, aiming to double locations in five years.

The Golden Gobbler 🍗

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

Feast of Influence 🥧

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