The 'skinfication' trends for haircare brands | Untangled Newsletter

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Lions Unleashed 🦁

What Cannes 2025 Got Right (and Missed) About Brand
✍️ By Sam Carter, CEO of Fospha

At Cannes Lions this year, one word kept surfacing: brand.

In a performance-obsessed world, brand feels harder to defend. It doesn’t show up in ROAS or fit neatly into a reporting cycle. But that doesn’t mean it’s not driving results.

As Rory Sutherland put it, “A brand is like a pension… one day you wake up and go: bloody hell, where did all this equity come from?”

He’s right. Our data at Fospha shows brands investing more than 10% in upper-funnel activity see 2x the overall marketing efficiency. But belief isn’t the issue — buy-in is.

To protect brand budgets, we need better evidence. That’s why we’ve identified early signals—like branded search and engaged visits—that connect brand activity to business outcomes.

👉 Read the full article
📊 Download the Glow Report to explore the data behind the brand debate.

Sector Spotlight 🎥

BEAUTY MARKET TRENDS

Cosrx Launches Peptide-132 Haircare Collection for Enhanced Hair and Scalp Health

Cosrx's Peptide-132 Haircare Collection taps into the growing "skinification" trend by applying skincare expertise to haircare, offering a performance-led system to repair and strengthen hair.

This aligns with consumer demand for active-led hair solutions, opening new marketing avenues for product differentiation and meeting the "glass hair" trend. Each product in the collection showcases potential for marketing strategies centered on innovation and evidence-backed efficacy.

CAMPAIGN HIGHLIGHT

Simone Biles Stars In K18's AirWash Fitness Campaign

K18's AirWash Fitness campaign, led by Simone Biles, targets athletes and active lifestyles by introducing a dry shampoo formulated for all hair types. Featuring Mediterranean microalgae and microbeads, it combats sweat and oil, offering marketers a compelling case for targeting diverse consumer needs and lifestyle integration.

k18hair

444K followers

View more on Instagram

BEAUTY INDUSTRY LAUNCH

Lorna Luxe Launches Minimalist Beauty Brand, 98 Beauty With Hydra Bond Mask

Lorna Luxe's launch of 98 Beauty introduces the Hydra Bond Hydrating Mask, targeting consumers seeking efficient haircare solutions influenced by personal experiences.

It's strategically significant in the market due to Luxe's influencer status, echoing trends seen with other influencer-led brands securing lucrative deals. Marketers should note the minimalist product approach and storytelling elements that drive brand engagement.

no98beauty

11K followers

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🏆 Announcing the ClickZ 25 of 25 Awards –
Powered by Fospha

While the world’s eyes were on Cannes last week, we’ve been spotlighting a different kind of creativity.

The ClickZ 25of25 Awards spotlights 25 standout DTC and digital-first campaigns that drove real impact this year — across five key sectors: luxury, beauty, wellness, home, and fashion.

Each winner represents smart, scaled, creatively sharp marketing — and we’re thrilled to celebrate their work.

You’ll find the full list — plus sector breakdowns and creative highlights — in our full awards report.

📥 Download the full report below

👉 Got a standout campaign or behind-the-scenes story to share? ClickZ is always looking to spotlight fresh creative — reach out to us, we’d love to hear from you.

Optimization Hub ⚙️

ECOMMERCE TRENDS

eCommerce Marketing Trends to Know of in 2025

In 2025, eCommerce marketing is driven by five crucial trends:

• personalization and enhanced customer experiences using data and AI

• the rise of mobile commerce and shoppable content

• the impact of social commerce coupled with influencer marketing

• the importance of data analytics and marketing automation

• the evolving roles of SEO and content marketing.

These trends highlight the strategic use of technology and platforms in capturing and retaining customers, emphasizing the need for tailored experiences, efficient data handling, and adaptive marketing strategies for professionals in the field.

GEOGRAPHIC INSIGHTS

Geographic Insights Help Brands Expand Into Underserved Markets With Amazon DSP

Geographic Insights and Activation (GIA) on Amazon DSP empowers marketers to efficiently tap into underpenetrated markets by leveraging Amazon's first-party data.

This tool enables advertisers to identify high-potential geographic areas, optimize campaigns, and combine online and offline sales data for improved reach and ROI. By addressing challenges of localized personalization and operational friction, GIA offers a precise means to enhance advertising effectiveness and expand customer bases.