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Why “Interest Media” Is Reshaping Haircare Marketing | Untangled Newsletter

PLUS: Kiss Curls Dominate 2025 Met Gala As The Signature Statement Hairstyle

Author

Zihan Lyu
May 08, 2025 • Estimated Reading Time: 8 minutes

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

Editor’s Pick 🌟

ClickZ was on the ground at POSSIBLE Miami, and here were our top takeaways:

  1. More than ever, consumer discovery is shifting to "interest media" platforms (like TikTok, Snap & Pinterest). Gary Vaynerchuk highlighted this evolution from a "social media era" to interest media, emphasizing that brands must now prioritize creating relevant content aligned with user interests to capture attention at the crucial initial stages of the customer journey.

  2. Measuring the ROI of top-of-funnel engagement on "interest media" channels is becoming a crucial differentiator. Despite recognizing the importance of reaching consumers earlier, many brands struggle to effectively track how content on interest media channels translated to bottom-line results. Those adopting full-funnel measurement solutions increasingly hold a competitive advantage.

  3. Commerce is increasingly integrated into content (e.g., TikTok Shop) demanding strategies that blend engagement and direct purchase. The growing impact of viral content driving sales, particularly through platforms like TikTok Shop, highlights the need for brands to embrace shoppable content experiences to capitalize on this evolution.

Turning these insights into actionable strategies is essential. For a free resource on strategically investing in and measuring the performance of upper-funnel 'interest media' channels, check out Fospha's Growth Accelerator Guide here.

Sector Spotlight 💡

BEAUTY MARKET TRENDS

Kiss curls are the standout hair trend at the 2025 Met Gala, aligning with the event’s Black Style Superfine Tailoring theme and offering marketers a vivid example of heritage-driven aesthetics boosting fashion relevance.

Celebrity adoption underscores the style’s unisex and versatile appeal, suggesting opportunities for brand storytelling and targeted beauty product campaigns. Marketers should note consumer interest in products facilitating this trend, indicating strategic potential for both legacy and emerging beauty brands.

BEAUTY MARKET TRENDS

Gen Z is reshaping beauty shopping by demanding personalization, ingredient transparency, and immersive digital experiences, fueled by AI and social media integration. For marketers, adapting to these expectations is critical, as Gen Z drives high engagement and loyalty only for brands that reflect their values and embrace technology. This shift mandates immediate investment in AI-driven personalization, transparent communication, and integrated content across digital platforms.

BEAUTY TRADE INNOVATION

Cosmoprof North America 2025 offers marketing professionals direct access to expanded show floors, targeted industry connections, and actionable insights through trend reports, expert-led seminars, and curated brand showcases—key for positioning brands competitively.

INFLUENCER MARKETING

Pantene’s “Unexpired Pantene” campaign, sparked by Alix Earle’s viral TikTok endorsement, generated 230 million impressions by leveraging authentic influencer content, limited-edition urgency, and cross-platform amplification—demonstrating actionable social media responsiveness for eCommerce marketers targeting Gen Z.

@alixearle

Seeing my hair that long & healthy makes me sick .. id do anything

BEAUTY MARKET TRENDS

AI and AR in salons now enable highly personalized consultations, virtual try-ons, and precise beauty recommendations. These data-driven services improve client satisfaction and loyalty—key drivers for marketing professionals seeking enhanced customer retention strategies. Tech integration isn’t optional; 70% of Gen Z salon-goers prefer tech-powered experiences.

Influencer Corner 📢

Visual Rules to make you stop scrolling. | Juan Campdera

Capture your audience's attention? Visual composition isn't just about making things look good, it's about guiding your audience through your message with purpose. These visual principles act as the foundation for powerful communication, helping you arrange elements in a way that’s eye-catching, aesthetic, and legible.

Video ads aren’t just about audience. They’re about context and timing | ClickZ.com

At POSSIBLE 2025, Gary Mittman, CEO of KERV.ai, joined Anna Peggram to explain why shoppable video is finally getting real traction and what needs to change in how we measure engagement. Key takeaways:

1. Stop guessing attention. Track action: Clicks, scans, and interactions matter more than inferred “attention.” Measure what people do, not what you think they saw.

2. Context is the new creative: If someone just watched a cooking show, don’t serve them a generic ad. Use real-time content recognition to deliver something relevant and shoppable.

3. AI doesn’t need taxonomies: Most ad systems still use categories built for humans. KERV leverages AI to match creative to content without rigid labels and that’s what makes the experience seamless.

Optimization Hub ⚙️

BRAND COMMUNITY MONETIZATION

Building robust brand communities delivers measurable impact, with tactics such as member-exclusive product launches, community-led content creation, tiered membership programs, collaborative product development, and monetized events collectively generating over $2 million in revenue. Marketers gain higher customer lifetime value, lower marketing costs, improved product adoption, and sustainable growth by implementing these strategies. Community-focused approaches outperform traditional marketing, offering actionable frameworks for brands seeking authentic engagement and financial results.

INNOVATIVE MARKETING TECHNOLOGIES

APIs streamline email marketing by enabling automation, advanced segmentation, and real-time analytics, allowing marketers to send highly personalized messages and monitor campaign performance efficiently. Integrating robust email APIs strengthens customer engagement and optimizes campaign outcomes while ensuring data security and regulatory compliance.

INNOVATIVE AD TECHNOLOGIES

Google is expanding its CTV advertising through broader partnerships with Netflix, NBCUniversal, Disney, and new integrations with Tubi, Spotify, and Roblox, delivering enhanced reach on major streaming platforms and tentpole events. Marketers now access improved AI-driven tools within Display & Video 360 for precise targeting, custom audience segmentation, automated campaign optimization, and actionable reporting across a dynamic retail media ecosystem. With 98% CTV household penetration and YouTube’s dominant streaming watch time, leveraging Google’s advanced CTV offerings presents a significant opportunity for measurable brand impact and cross-channel campaign effectiveness.

📲 Like what you’re seeing?

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