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Untangled Newsletter - 12.12.2024

Unilever’s Hair Growth Brand Nutrafol Has A New CEO

Author

Zihan Lyu
December 12, 2024 • Estimated Reading Time: 6 minutes

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Welcome to Untangled, your essential newsletter for haircare e-commerce professionals. As the holiday season approaches, we're here to help your campaigns hit the mark!

Top Reads 🌟

Canvas Beauty, founded by Stormi Steele, achieved $3 million in Black Friday sales, primarily through TikTok Shop. Steele authentic live-streaming strategy, featuring product demonstrations and viewer engagement, propelled the brand success. Canvas Beauty pivot to body care and strategic partnerships highlight its innovative approach in the evolving market landscape.

Curious about how other brands fared this Black Friday? Fospha’s latest report dives into key performance channels, standout strategies, and industry benchmarking data for this peak season. Perfect for digital marketers and eCommerce leaders, it’s packed with actionable insights to contextualize your 2024 results and sharpen your strategy for 2025.

Sector Spotlight 🎥

Salon Republic acquisition of Mosaic Salons expands its presence in the Pacific Northwest, enhancing its strategic footprint across the West Coast. This move aligns with Salon Republic’s commitment to providing premium salon spaces and services, supporting over 2,750 beauty professionals across seven major markets, including California, Colorado, Texas, and Washington.

Nutrafol, a Unilever-owned brand, appoints Cindy Gustafson as CEO in January 2025, succeeding co-founder Giorgos Tsetis. Gustafson aims to expand the brand reach and core products. Nutrafol, acquired by Unilever in 2022, recently entered skincare, launching a supplement for women with acne.

Tracee Ellis Ross PATTERN haircare brand excels in meeting the needs of those with curly, textured hair. Featuring ingredients like grapeseed oil and shea butter, the products deliver top-tier results, ensuring hydration and bounce. The brand stylish packaging adds aesthetic value, making it a standout in the beauty industry.

Influencer Corner 📣

Tommy Clark on LinkedIn: Every marketer should study the masterclass Shopify just put on in content marketing

1️⃣ Founder-led content: Posts by Shopify’s CEO and President outperformed the brand account by 40x. Personal beats corporate.
2️⃣ Post more, win more: During BFCM, Harley posted 19 times on X. Tobi, 12. Frequency drives results.
3️⃣ IRL → URL: Turning a Vegas Sphere ad into viral social content shows how to scale big ideas digitally.
Smart, relentless, and impactful—this is how you dominate marketing moments.

Small-scale, big impact: The power of intimate brand activations

From Glossier’s NYC pop-ups to Prada’s flower cart and rhode skin’s photobooths, brands are showing that smaller, in-person experiences can create unforgettable moments.
The key? Personal, accessible activations that leave a lasting impression.

Jordan West on LinkedIn: Here are the highlights from TikTok Shop BFCM 2024👇

165% shopper growth YoY, $100M+ in Black Friday sales (3x last year), and a jaw-dropping 7.5 billion impressions on shopping hashtags! The momentum is undeniable.

Jordan’s bold prediction: TikTok Shop will hit $1 billion GMV by BFCM 2025. 💰

Performance Pulse 📈

AI is transforming retail by enhancing product recommendations and shopping experiences. Retailers like Amazon and Walmart are leveraging AI for personalized marketing, while advertisers explore new digital tactics. Consumers benefit from faster, potentially cheaper shopping. However, careful implementation is crucial to avoid discomfort and ensure strategic success.

Ad Age is spotlighting Gen Z innovators reshaping advertising and marketing. Their digital fluency and emphasis on diversity drive industry transformation. The 2025 Gen Zers to Watch list will feature at the NextGen Marketing Summit, highlighting their strategic impact on consumer trends and marketing strategies. Nominations are open until January 31, 2025.

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