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  • Untangled Newsletter - 12.19.2024

Untangled Newsletter - 12.19.2024

PLUS: L'Oréal Korea's GroupM deal & 2025 haircare trends revealed

Author

Rachael Kennedy
December 19, 2024 • Estimated Reading Time: 7 minutes

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Welcome to Untangled, your essential newsletter for haircare e-commerce professionals. This will be our final edition for 2024, so on behalf of all the ClickZ Team, we wanted to wish you a Happy Christmas. We will be back in January 2025, with insight and industry news to help you navigate the haircare e-Commerce market.

Top Reads 🌟

The HotHand Hair Gloves, invented by a Stokesdale, N.C. innovator, offer a novel solution for creating loose curls efficiently. This patent-pending accessory saves time compared to traditional methods. Ideal for hairstylists and consumers, it is available for licensing or sale, promising strategic market potential for manufacturers.

GroupM has clinched the coveted L’Oréal Korea account for media planning and buying. This appointment emerges from a fiercely competitive selection process. This move not only strengthens L’Oréal’s media strategy but also fortifies the global alliance between L’Oréal Groupe and GroupM, which already spans over 30 markets worldwide.

L’Oréal Groupe, a titan in the beauty industry and the fourth-largest advertiser, is poised to leverage GroupM insights to navigate Korea’s sophisticated beauty landscape. Michael Beecroft, GroupM CEO for Northeast Asia, expressed enthusiasm about this expanded partnership, highlighting Korea’s status as a hub for discerning beauty consumers.

Sector Spotlight 🎥

In 2025, hair-care trends look set to focus on innovative dandruff treatments, peptide-infused products, and stress-related hair loss solutions. Drugstore brands are enhancing formulas for affordability and effectiveness. Glossy hair remains popular, with at-home products gaining traction. Non-aerosol dry shampoos are rising, reflecting consumer demand for eco-friendly options.

Eyva, an AI-driven platform, raised $2.9M to streamline beauty industry data, enhancing collaboration across R&D, marketing, and supply chains. With a $13M valuation, Eyva aims to optimize existing products, not just create new ones, focusing on growth and strategic expansion into the U.S. and UK markets.

Mielle Organics and Rolling Out Art Of Hair campaign at Art Basel Miami 2024 celebrates Black creativity and culture. Partnering with the Historic Hampton House, the initiative highlights avant-garde hair art cultural significance. This collaboration underscores Mielle’s commitment to Black excellence and strategic engagement with diverse audiences through innovative marketing.

Bic acquisition of Tangle Teezer for $210 million marks a strategic expansion into the premium hair care market. Tangle Teezer, a leader in detangling tools, complements Bic Horizon’s strategy by leveraging its distribution capabilities to enhance growth.

Founded in 2007 by former hairdresser Shaun Pulfrey, Tangle Teezer was initially met with scepticism by investors on the UK’s Dragon Den TV show, including Peter Jones and Deborah Meaden. However, its brief television appearance kick-started online sales and paved the way for significant growth.

The company’s eponymous detangling brushes, designed to smooth hair with less damage than traditional tools, have become a global success. Tangle Teezer now sells its products in more than 75 countries.

Influencer Corner 📣

Google's decision to stop prioritizing PMax over Shopping campaigns is already making waves. Shopping CPCs have doubled YoY, reflecting advertisers’ growing shift back to Shopping for better control and strategy. With Shopping spend set to increase further, CPCs could spike even more.

READ INSIGHTS FROM JOSH DUGGAN HERE 👉

Barry Hott on LinkedIn: Do your ads pass the “So what?” test? 🤔 

I got a lot of great questions about the “So what” test in my LIVE webinar this Tuesday.

The first moment of an ad is crucial. That’s what I teach, what I tell people, what I hammer into my teams.

If an ad fails, I go back to analyze the performance and the ad concept, and I ask myself, “What was the first moment? Did we lose them on the ‘So what?’ test? When did they say ‘so what?’”

Barry Hott, Founder, Hott Growth

Today's brand marketing is tomorrow's performance marketing.

CEOs & CFOs must understand this to work well with their marketing org.

Alex Lieberman, CoFounder, Morning Brew & storyarb

Performance Pulse 📈

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Influencer Partnerships

Crocs ➡️ Influencer Marketing Manager

📍 Broomfield, CO

Marketing & Communications

Fospha ➡️ Partnerships Executive

📍 Austin, TX, USA

Affiliate Marketing

Macy’s ➡️Director, Affiliate Marketing

📍 New York, USA

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