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- Don’t Put All Your Eggs in One Channel | Untangled Newsletter
Don’t Put All Your Eggs in One Channel | Untangled Newsletter
PLUS: Katie Gohman's Vision for Olaplex
Zihan Lyu
April 16, 2025 • Estimated Reading Time: 10 minutes
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Welcome to Untangled, your essential newsletter for haircare eCommerce professionals.
Sector Spotlight 💡
BEAUTY MARKETING INNOVATION
Olaplex's CMO, Katie Gohman, focuses on repositioning the brand towards foundational hair health, integrating this shift with current wellness trends. Her experience in beauty and fashion marketing drives Olaplex to connect with multi-generational consumers and align brand values at the C-suite level, enhancing both short-term performance and long-term brand building.
HAIR CARE INNOVATION
Dualité Moléculhair presents an innovative, sustainable hair care solution combining green chemistry and biotechnology. Designed for all hair types, this dual-phase system offers conditioning, detangling, and enhanced style retention. Key ingredients include Curamina and Citropol DE-4, providing a clean, high-performance formula.
DOCUMENTARY-STYLE MARKETING
Cécreds' campaign, "A Deeper Understanding of Hair," uses documentary-style storytelling to explore hair as identity, heritage, and art, resonating deeply with consumers by highlighting cultural significance and self-acceptance.
BEAUTY MARKET TRENDS
Tariffs on Chinese imports have sharply increased beauty packaging costs, compelling brands to consider price hikes. Smaller brands will face the greatest challenges, while larger companies may adapt by adjusting marketing budgets. This scenario highlights the strategic need for marketers to reassess sourcing and pricing strategies amidst economic volatility.
BEAUTY INNOVATIONS
L’Oréal Groupe is integrating advanced technology in the beauty sector to deliver tailored solutions, enhancing both product effectiveness and accessibility. This includes AI-driven personal beauty advisors, innovative hair and scalp care diagnostics, and adaptable makeup applicators, which are key for beauty professionals seeking efficient and customer-centric solutions. These advancements exemplify the strategic use of tech to meet market demands, offering actionable insights for marketing professionals.
Expert Opinion ✍🏼
The ROI of Purpose-Driven Employee Initiatives—Why Volunteer Days Are the Secret Weapon for Haircare Brands
Haircare brands are in a race not just for market share, but for authentic connection—both with consumers and their own teams. In a landscape where digital-first strategies and personalization are table stakes, the real differentiator is often overlooked: purpose-driven employee engagement.
Recent industry shifts show that when haircare brands empower employees to participate in volunteer days, the impact ripples far beyond internal morale. Teams return more energized, loyal, and invested in the brand’s mission, which directly translates to improved customer experiences and stronger retention.
Consumers are increasingly drawn to brands whose values are visible and lived out by their people. When a brand’s employees are seen actively supporting local communities—whether through environmental projects or mentoring programs—it signals authenticity and builds trust. This visible commitment is especially powerful in the beauty sector, where storytelling and emotional resonance drive purchasing decisions.
For digital marketers and eCommerce leaders, the opportunity is clear: integrate purpose-driven initiatives into your brand narrative and digital channels. Showcase real stories, measure the impact on both employee engagement and customer sentiment, and use these insights to refine your strategy.
In a crowded market, volunteer days offer a unique edge—one that can’t be replicated by paid media or influencer campaigns alone. The brands that lead with purpose will attract top talent as well as loyal customers, and also set a new standard for what it means to thrive in the haircare industry.
Optimization Hub ⚙️
ACCOUNT-BASED MARKETING
LinkedIn stands out as the premier platform for account-based marketing due to its unmatched targeting capabilities that effectively reach specific companies and roles. Leveraging LinkedIn's tools, such as matched audiences and layered targeting approaches, significantly enhances conversion rates and ROI, as engagement-based strategies increase retargeting prospects by 40%. To maximize LinkedIn's power, marketers should define precise ideal customer profiles and integrate AI-powered tools for dynamic audience optimization.
AI SEARCH STRATEGIES
Google's AI Mode is transforming search by integrating AI-driven, conversational interactions akin to ChatGPT into its platform, reshaping SEO efforts. This demands a focus on generative engine optimization and enhanced content quality, leveraging structured data, and developing authoritative backlinks to remain visible and competitive. AI tools and insights are critical for adapting strategies to this new search paradigm.
AI INVESTMENT STRATEGY
Amazon CEO Andy Jassy underscores the necessity of significant AI investments to enhance customer experiences and maintain competitiveness. With around $8 billion invested in AI startup Anthropic, Amazon integrates AI into its offerings, such as the revamped Alexa voice assistant. This positions the company at the forefront of providing enriched, personalized experiences, serving shareholders and aligning with industry trends.
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