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  • Untangled Newsletter - 01.23.2025

Untangled Newsletter - 01.23.2025

Pattern Beauty's Marketing Revolution

Author

Zihan Lyu
January 23, 2025 • Estimated Reading Time: 8 minutes

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

Editor’s Pick 🌟

What’s driving the success of high-growth brands in 2025?

The Growth Accelerator Guide uncovers the strategies that are setting industry leaders apart, with exclusive benchmarking data, actionable insights, and proven frameworks for eCommerce growth.

One key takeaway? Upper-funnel campaigns are the foundation for robust ROAS.

🔍 Fospha analyzed tens of billions in eCommerce revenue, and the results are clear:

Brands allocating over 5% of their budget to Awareness & Consideration campaigns see dramatically higher ROAS—especially larger brands, achieving an average of 218% higher ROAS above this threshold.

For large brands, the rewards keep growing. Investing 10%+ of the digital budget in upper-funnel campaign leads to a staggering 110% higher ROAS compared to brands spending under this threshold.

📥 Download the full report here to discover how to build a high-impact full-funnel strategy.

What happens when AI meets marketing at the world's most influential business summit?

At Davos 2025, the message was clear: AI is now the driving force behind advertising and the entire customer journey.

Imagine AI powering your ad campaigns on platforms like Google Performance Max and Meta Advantage+, freeing you to focus on what humans do best: creativity and strategy. Meanwhile, social media transforms into a shopping haven, blurring the lines between content and purchase.

This is the new reality of omnichannel retail, and the brands that master AI and social commerce will dominate the next decade.

Sector Spotlight 🎥

Tracee Ellis Ross's Pattern Beauty challenges traditional marketing by celebrating textured hair rather than presenting it as a problem. The brand's success hinges on strategic partnerships, innovative product design, and a data-driven approach, underscoring the misperceived market potential for Black hair care and focusing on customer engagement for growth.

Revieve's innovative partnership with JCPenney is reshaping beauty retail by introducing AI and AR solutions that transform personalization and consumer interaction. This alliance leverages data-driven insights to predict trends and enhance inventory strategies, presenting groundbreaking opportunities for digital marketing and eCommerce within the haircare sector.

Hwahae's global platform, launched in November 2024, quickly reached over 100,000 MAU, showcasing the rising interest in K-beauty, particularly in the U.S. Plans to launch a Japanese site in Q1 2025 bolster its role in global B2B distribution, promoting Korean brands as international beauty leaders.

MYAVANA's Certified Stamp introduces a paradigm shift in hair care, setting new trust standards while advancing eCommerce strategies. By launching a targeted cosmetology course, they elevate professional acumen with AI-driven insights, offering innovative pathways for enhancing brand presence and consumer interaction, thereby redefining industry engagement and strategic marketing approaches in hair care.

Influencer Corner 📣

THAT TikTok Ban in the USA: A Marketer’s Crisis or Opportunity?

If you read this article for any reason today, let it be to watch John Oliver's take on the #TikTokBan in the US📵🤳🏼... Oh, and to understand the implications for #digitalmarketing folk, obviously. 🤔 Sadly, no example TikToks from me during the pandemic feature in this article... what a time to be alive!

Alex Lieberman on LinkedIn: I’m running this marketing plan for all of my businesses in 2025.

I'm running this marketing plan for all of my businesses in 2025.

It is a must if you're in B2B, but i think it can also work for B2C.

Tactic 1: SME-driven content motion (which we run for biz's at storyarb)

Step 1 - Identify your market of one (read: ICP).
Step 2 - Identify subject matter experts that have unique insights your ICP cares about.
Step 3 - Interview SME for 60 minutes about a specific tactic that led to a big success.
Step 4 - Turn SME interview into (email-gated) site playbook.
Step 5 - Weekly editorial newsletter (combo of SME playbook + curated industry content).
Step 6 - Weekly exec/company social to drive traffic to playbook & newsletter.

Performance Pulse 📈

The potential U.S. TikTok ban prompts brands to rethink strategies, focusing on diversification and international markets. House of Marketers emphasizes adaptability, advocating UGC, influencer partnerships, and cross-platform expansion. By leveraging strategic insights and a data-driven approach, brands can navigate disruptions and seize emerging opportunities for growth.

Small businesses in 2025 can capitalize on influencer marketing for high ROI and cost-effective engagement. This approach leverages influencers' personal connections, surpassing traditional marketing efficiency. Strategic partnerships boost brand awareness and customer loyalty, with micro-influencers offering budget-friendly opportunities for robust, targeted growth in a competitive digital landscape.

Identify and resolve six common Google Ads pitfalls to boost eCommerce success:

1. misjudging performance
2. mismanaging bids
3. neglecting prioritization
4. products too niche
5. conversion tracking errors
6. outdated campaign structures

Strategic adjustments can dramatically enhance campaign efficacy and revenue, leading to sustainable growth and achieving six-figure targets.

Influencer Marketing

📍 New York City, NY

Global Marketing

📍 Los Angeles, CA

Marketing & Comms

 📍 Austin, TX, USA

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