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Jennifer Aniston’s LolaVie “No Gimmicks” campaign | Untangled Newsletter

PLUS: Prove the Impact of Your Brand Investment

Author

Zihan Lyu
May 14, 2025 • Estimated Reading Time: 6 minutes

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Welcome to Untangled, your essential newsletter for haircare eCommerce professionals.

Editor’s Pick 🌟

For too long, brand has been shorthand for expensive campaigns with little proven impact. Fospha's groundbreaking new research definitively connects brand investment to tangible business outcomes like conversions and AOV.

From cutting-edge machine learning analysis across 70+ brands, this report reveals:

  • The Business Impact of Brand: Discover the causal links between brand spend and bottom-line impact.

  • Key Growth Signals: Identify the early indicators that prove your brand investments are working.

  • Real-World Success: Learn how Sweaty Betty demystified their brand ROI using this methodology.

Ready to prove the power of brand investment? Download the free report now.

Sector Spotlight 💡

CAMPAIGN HIGHLIGHT

Jennifer Aniston’s LolaVie “No Gimmicks” campaign repositions haircare marketing by rejecting spectacle for authenticity, stressing product efficacy and transparency. This campaign directly addresses marketing professionals seeking data-backed differentiation in saturated markets. Its cross-platform presence and focus on scientific credibility offer a strategic blueprint for brands prioritizing trust over hype.

Courtesy of LolaVie

BEAUTY INNOVATION LEADERSHIP

Eric Pressly’s Epres and ePhD leverage patented molecular repair technologies to set new standards for hair and nail care, offering simplified high-performance solutions.

For marketers, these brands exemplify how science-driven formulations, accessible applications, and a disciplined product development strategy can differentiate offerings in crowded beauty markets. Early adoption of scientific credibility and consumer convenience creates advantages in both consumer engagement and professional channel partnerships.

BEAUTY RECOGNITION EXCELLENCE

Beauty Launchpad’s 30 Under 30 recognizes rising hair professionals whose presence shapes industry culture and consumer trends—prime candidates for partnerships, influencer campaigns, and targeted beauty marketing. Marketers can leverage these artists’ reach for high-impact brand collaborations and eCommerce activations.

SUSTAINABILITY INNOVATION

L’Oréal deploys $112M over five years to support ready-to-pilot sustainability technologies in beauty, such as low-carbon processes, plastic alternatives, and water solutions—critical for marketers aligning with ESG trends.

BEAUTY MARKET TRENDS

Bella Hadid’s honey blonde hair debut at Cannes, crafted by Jacob Schwartz, signals a summer trend marketers should note: neutral “mocha bronde” hues are surging in popularity, driving demand for hair products.

Influencer Corner 📢

Meta ad costs are up 14% year-over-year. Trump’s tariffs are about to push… | Jessie Healy

🎨Meta ad costs are up 14% year-over-year. Trump’s tariffs are about to push your COGS even higher.

If you’re not obsessed with efficiency right now—you’re going to feel it in your margins.

So I just dropped a podcast episode that could save you thousands in wasted ad spend.

It's the recording of a live webinar I ran with two brilliant minds in the space:
→ Sarah Levinger of Tether Insights, on crafting psychographic, identity-driven creative that converts
→ Phoenix Ha of AdBeacon, on data you can actually trust (and how to stop flying blind inside Meta)

Attention to Arrows: Pointing to a New Direction - Jelena Ristic, Alan… | Sarah Levinger

Been in marketing for (almost) 17 years...how am I just now hearing about this?? 🤯 According to science, adding arrows → to your ad will increase the time people spend on your ad...even if they don’t point to anything at all! WHY THIS HAPPENS 𝗬𝗼𝘂𝗿 𝗯𝗿𝗮𝗶𝗻 𝗶𝗻𝘀𝘁𝗶𝗻𝗰𝘁𝗶𝘃𝗲𝗹𝘆 𝗳𝗼𝗹𝗹𝗼𝘄𝘀 𝗮𝗻 𝗮𝗿𝗿𝗼𝘄, 𝗲𝘃𝗲𝗻 𝗶𝗳 𝗶𝘁’𝘀 𝗷𝘂𝘀𝘁 𝘀𝗼𝗺𝗲 𝗿𝗮𝗻𝗱𝗼𝗺 𝗹𝗶𝘁𝘁𝗹𝗲 𝘁𝗿𝗶𝗮𝗻𝗴𝗹𝗲 𝗼𝗻 𝗮 𝘀𝗰𝗿𝗲𝗲𝗻.

Optimization Hub ⚙️

INNOVATIVE ADVERTISING TECHNOLOGIES

PayPal’s Offsite Ads empowers marketers to target consumers based on transaction data rather than cookies or browsing, offering audience precision and real purchase insights across premium digital channels. This approach enables more effective campaign optimization, directly linking media investments to measurable business outcomes for brands.

AI PERSONALIZATION REVOLUTION

Meta’s standalone Meta AI app—integrated across mobile, web, and Ray-Ban Meta smart glasses—offers marketers valuable new personalization, contextual memory, and rich conversational features powered by Llama 4. Enhanced web search, image generation, and document tools refine campaign insights. Early adoption enables marketers to optimize omnichannel engagement.

PERFORMANCE MARKETING

Google Ads campaigns deliver better results when structured by keyword themes instead of buyer personas, as Google’s automation optimizes for search intent, not marketer assumptions. Marketers should include varied ad messaging within tightly themed ad groups to reach different personas, while only splitting campaigns for fundamentally distinct keywords or regions. This approach provides better data density, improves automated bidding performance, and results in more effective, easier-to-manage campaigns.

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