Pantene's New Campaign Celebrates Southern Hair With a Summer Twist | Untangled Newsletter

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Prime Day Exclusive 📦

Prime Day: Big Win or Wakeup Call?

Prime Day 2025 smashed records. Extended to four days, it generated $24.1B in U.S. online sales — a 30% year-on-year surge.

But as brands dive into retros and kick off BFCM planning, one question looms: what actually worked? Which channels truly drove conversions — and how can we know?

That’s where understanding cross-channel halo effects becomes essential. New research from Fospha sheds light on how different platforms influence conversions across both DTC sites and Amazon.

TikTok leads with an 80% uplift in ROAS when Amazon sales are included, followed by YouTube (48%) and Meta (46%). These platforms ignite discovery and spark intent that may convert later — whether on your DTC site or on Amazon. Without visibility into cross-channel halo effects, that impact remains invisible.

👉 Explore Fospha’s Halo Effect research to uncover what really drove your Prime Day results.

Sector Spotlight 🎥

MARKETING CAMPAIGN

Pantene Launches Southern-Inspired Hair Repair Campaign With Kelsea Ballerini

Pantene's campaign, "Fixins for Country Fried Hair," partners with country star Kelsea Ballerini, offering hair repair solutions through their Pro-Vitamins infused 'Damage Repair Collection' and a mobile 'Pantene Diner.' This strategy cleverly combines celebrity influence and interactive consumer engagement, aiming at beauty-conscious audiences seeking practical hair care solutions for summer challenges.

SUSTAINABLE PACKAGING SHIFT

Hairstory Launched Patent-Pending Packaging for New Wash

Hairstory introduces refillable haircare bottles using PCR materials, enhancing sustainability and practicality for consumers. The design features a wide mouth and non-slip base, meeting consumer demand for convenience and eco-friendliness. This trend signifies a shift in the beauty industry toward sustainable packaging solutions that reduce waste.

GLOBAL ECOMMERCE STRATEGIES

Bianca Bolouri on Wella's Global eCommerce and Evolving Beauty Market

Bianca Bolouri, Wella Company's VP of global eCommerce, highlights the significance of DTC as a brand loyalty engine and how global beauty trends reshape expectations. Her insights emphasize balancing agility with discipline, vital for adapting to evolving consumer needs in the beauty industry.

BEAUTY MARKET TRENDS

Generative AI's Role in Shaping the Future of the Beauty Industry

Generative AI is reshaping the beauty industry by enhancing product formulation, marketing, and consumer experience through data-driven, personalized innovations. Industry leaders like L'Oréal and Estée Lauder leverage AI to accelerate development cycles and personalize consumer interaction. This transformation offers marketers insights into aligning products with consumer desires, thereby redefining market engagement.

Optimization Hub ⚙️

ECOMMERCE STRATEGIES

What Retailers Need to Know About Google's Changing Search Landscape in eCommerce

Google's evolving search landscape demands that eCommerce businesses prioritize structured data, mobile performance, and site speed to maintain visibility and competitiveness.

The AI-powered Search Generative Experience emphasizes clarity in product listings, with schema markup becoming crucial for ranking. To succeed, retailers must adopt a search-first approach, ensuring compatibility with Google's preferences to effectively reach their target audience.

RETAIL MEDIA STRATEGY

Retail Media’s Mid-2025 Reality: Why Advertisers Are Going All in on Full-Funnel

Retail media continues its growth in 2025, with advertisers focusing on full-funnel strategies across various platforms. As Amazon leverages its data dominance, competitors like Walmart and Instacart strive for their share. The landscape demands a unified approach to brand and performance budgets, emphasizing data-driven decisions and measurement incentives.