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  • Untangled Newsletter - 02.06.2025

Untangled Newsletter - 02.06.2025

Shenseea Named First-Ever Mane Choice Ambassador

Author

Zihan Lyu
February 06, 2025 • Estimated Reading Time: 7 minutes

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

Editor’s Pick 🌟

Amazon’s “walled garden” has kept brands guessing—until now. Fospha’s latest research reveals the true impact of DTC ads on Amazon sales by measuring Unified ROAS (Shopify + Amazon revenue):

🔹 TikTok: +80% higher ROAS when Amazon is included

🔹 Meta: +46% higher ROAS (a major shift at scale)

Paid Social drives purchase intent—consumers click today but buy on Amazon later. Now, for the first time, it’s measurable.

Sector Spotlight 🎥

Omi's launch of hair growth peptides, featuring endorsements from Khloé Kardashian and Kris Jenner, showcases a strategic pivot in digital marketing within the beauty sector. With expert insights from Tracey Cunningham and promising clinical results, the forecasted $38 million sales underscore significant opportunities for enhancing digital brand presence and consumer engagement.

The Mane Choice has appointed Jamaican pop star Shenseea as its first global ambassador, aligning with the brand's rebranding efforts. Shenseea exemplifies The Mane Choice's values by embracing individuality and hair experimentation, thus strategically enhancing the brand's image and appeal among diverse consumer segments.

Black hair calendars offer value by enabling efficient budgeting and scheduling for hairstyles throughout the year. This planning promotes healthy hair care and variety while considering seasonal and lifestyle factors. Although beneficial, flexibility is key to adapt to changing needs and maintaining hair health.

Joanna Czech partners with Hårklinikken to provide scalp consultations at her studios in New York, Dallas, and Los Angeles. This collaboration, emphasizing holistic skincare and hair regimens, introduces a new offering for Czech's clientele, aligning with industry trends of personalized beauty services and enhancing market presence for both brands.

Kim Kardashian's new grunge-inspired bob haircut highlights the ongoing trend of bob styles among Hollywood celebrities, offering a manageable yet stylish option. The article notes the haircut's versatility for different hair types and emphasizes the importance of proper styling products to maintain this look, targeting beauty trend enthusiasts.

Ulta Beauty's strategic emphasis, under CEO Kecia Steelman, centers on merging merchandising with digital efforts, harnessing AI and data-driven personalization to advance their eCommerce presence. Facing intense competition, Ulta enhances its omnichannel framework, expands wellness offerings, and nurtures emerging brands, leveraging data to optimize consumer interaction and drive profitability.

Influencer Corner 📣

Emma Chamberlain Has Changed the Creator Playbook

☕ Chamberlain Coffee just went from URL to IRL—opening its first café in LA.
Emma didn’t stop at influence. She built infrastructure, scaled smart, and now owns the experience.
Creators who think beyond digital? They’re the ones building brands that last.
And the next phase of commerce is where we experience it, not just what we buy.

5 Brand Experience Trends You Can’t Ignore💥

This year, brand experiences are getting sharper, smaller, and more intentional. Here’s what’s shifting:

🍕 Food is the new hook—expect more brands to blur the line between snack and experience.
🙅‍♀️ Fewer influencers, more fans.
🔗 Ecosystem cohesion – No more standalone events.
🎯 Hyper-targeted events.
📏 Smaller, better – Less flash, more depth. Micro-dinners, niche pop-ups, and intimate moments will define 2025.

2025’s Boldest Marketing Moves (So Far)

The best campaigns this year are immersing, entertaining, and building community.

From L’Oréal’s influencer ski trip to TALA’s Pilates pop-up, brands are designing experiences people want to be part of.

Celebrity and creator collaborations (Rhode x Tate McRae, Bella Hadid x Miss Sixty, Dunkin’ x Sabrina Carpenter) continue to dominate, while interactive activations like Glossier’s Black Cherry vending machine prove that exclusivity drives engagement.

Who’s doing it best so far?

Performance Pulse 📈

Gen Z's digital fluency demands brands to innovate with seamless, personalized, and multichannel strategies in retail media. Integrating entertainment and value alignment into campaigns, brands can shape lasting loyalty. Swift adaptation to these evolving expectations is crucial for success in the dynamic retail media landscape.

In the digital realm, merging brand and performance advertising is crucial for success. The report highlights the necessity of integrating brand equity with performance tactics, revealing that a balanced approach substantially boosts ROI, while a performance-only focus may backfire. Strategic budgeting and harmonious tactics ensure continued engagement and growth.

TikTok introduces GMV Max, an AI-driven tool to optimize advertising for retailers. This innovation automates campaign management, enhancing ad efficiency and profitability, while adapting to TikTok Shop's ecosystem. GMV Max streamlines ad operations, enabling businesses to focus on growth, reflecting strategic advancement in retail advertising.

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