BEAUTY BROADCASTER

Here's what's happening this week in the world of beauty eCommerce and marketing:
- TikTok Live scales creator-led selling and revenue
- Rhode rewrites Sephora launch and pricing playbooks
- CeraVe takes dermatologist skincare courtside with NBA
- R.E.M. x Wicked drops to juice Q4
- Amazon backs K-beauty globalization and US IP

⏱️The 3 Moves That Decide Who Wins Peak 2025

Every brand talks about “winning Peak.” Few actually do. In this short video, Fospha’s Aidan Gadd breaks down the 3 moves that decide who comes out on top in Peak 2025.

👉Watch the video to see the 3 moves

📌WEEKLY MUST-KNOWS

SOCIAL COMMERCE
TikTok Live Shopping Is Proving Lucrative For Beauty Brands

TikTok Shop’s live selling has become a core revenue engine, with 8 million hours of Lives in 2024 and brands posting seven-figure results via creator and seller streams. This shifts budgets toward live, affiliate, and creator-hosted commerce while proving success beyond “instant-result” categories. CMOs and performance teams must build live-specific launch plans, inventory holds, creator enablement, and measurement.

OMNICHANNEL RETAIL
5 Ways Rhode’s Instant Success At Sephora Is Changing The Wider Beauty Industry

Rhode did an estimated $10 million in its first two days at Sephora, capturing 35% of day-one sales and shifting 40% of buyers from Ulta, Target and DTC. The launch resets acquisition and retail playbooks: community-led brands can scale fast in prestige with accessible pricing and unified brand merchandising. Strategics, buyers and operators will revisit timing of exits, category adjacency, and value pricing.

BRAND PARTNERSHIPS
CeraVe Partners With NBA As Official Skincare And Haircare Brand

CeraVe struck a multiyear deal as the NBA’s Official Skincare and Haircare Partner, blending co-marketing and community initiatives. The move targets younger, diverse, active consumers and pushes derm-developed care deeper into sports culture. Expect cross-season activations, education, and sampling that lift brand equity and retail velocity.

INVESTMENT
Unilever Prestige Founding CEO Launches Investment Fund

Former Unilever Prestige chief Vasiliki Petrou launched Veralis Group, an advisory and investment firm focused on beauty, wellness, longevity and consumer health. Operator-led capital entering the category signals a shift toward significant stakes and hands-on scaling for founder-led brands. Expect greater competition for high-potential skincare and diagnostics players, plus more disciplined brand building.

⚡QUICK READS

R.E.M. Beauty’s ‘Wicked: For Good’ Collection Is A Dream Come True: R.E.M. Beauty’s film-tied drop shows how entertainment IP bundles can drive Q4 demand and higher AOV across DTC and Ulta.(More)

K-Beauty Expansion: Kolmar Korea Partners With Amazon, Mamonde Launches On Lyko: Amazon’s partnership with Kolmar and USDA-backed IP protection for Riman highlight ODM-led scale, EU retail entry, and US market readiness for K-beauty.(More)

PLPS Prints Labels For Manic Panic’s Breast Cancer Initiative: Cause-led Pink Warrior packaging with a year-round 15% giveback marries shelf standout with loyalty during Breast Cancer Awareness season.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division

BEAUTY BROADCASTER

Here's what's happening this week in the world of beauty commerce and marketing:
- Sephora launches a creator-owned affiliate storefront inside its app
- Fenty Skin debuts an Ulta-exclusive body care lineup
- TikTok Shop’s GMV and sellers surge into 2025
- Amazon moves holiday spend early with AI shopping tools
- Ingestible beauty heats up with a marine collagen launch

⏱️THE MINUTE READ

Juvenon suspected upper-funnel spend were fueling growth, but pixel reporting undervalued them, pushing spend to the bottom funnel.

With Fospha’s Halo, they unified DTC and Amazon sales and uncovered the truth: TikTok was 9X stronger than reported, DTC performance was under-credited by 2.9X, and upper funnel became their growth engine.

• 📈 +18% revenue growth QoQ

• 📉 20% CAC improvement YoY

• 🚀 10X upper-funnel SoW growth

👉 Read the full case study

📌WEEKLY MUST-KNOWS

CREATOR COMMERCE
Sephora Cozies Up To Beauty Creators With New Affiliate Program

Sephora launched My Sephora Storefront, a retailer-owned affiliate platform built with Motom that lets U.S. creators build shoppable storefronts inside Sephora’s site and app. It shifts affiliate traffic from third-party platforms into Sephora’s ecosystem, with integrated analytics and Beauty Insider hooks that improve attribution and conversion. Brands, creators and Sephora gain tighter data loops, more control of discovery and a faster path to purchase.

OMNICHANNEL RETAIL
Exclusive: Fenty Skin Enters Ulta Beauty With New, Exclusive Body Collection

Fenty Skin is entering Ulta with an exclusive body care range, available online to loyalty members Oct. 3 and in stores Oct. 5. The move expands Fenty’s U.S. retail footprint beyond Sephora and bets on the fast-growing prestige body category to recruit new customers. Ulta, Fenty and competing body care players will feel the impact across merchandising, sampling and scent-layering strategies.

SOCIAL COMMERCE
What Is TikTok Shop & How It Works For Sellers Now

TikTok Shop has scaled from $1B GMV in 2021 to $33B in 2024, with U.S. shops jumping to 231,000 by mid-2025 and 136 million U.S. users on the app. The platform now functions as search, discovery and checkout in one, turning scrolls into buys with creator-led content. Beauty DTCs and retailers need channel-specific merchandising, creator partnerships and attribution to capture incremental demand.

BRAND STRATEGY
Victoria's Secret Marketing Strategy (2025)

Victoria’s Secret continues a multi-year pivot to inclusivity, digital engagement and personalized shopping, balancing premium branding with accessibility across stores and e-commerce. The 2025 focus sharpens product innovation, PINK differentiation and loyalty-driven experiences to defend share in an evolving category. The approach offers a playbook for legacy brands modernizing without losing equity.

⚡QUICK READS

Amazon Pulls Holiday Forward With AI-Powered Deal Days: Prime Big Deal Days hits Oct. 7–8 with Rufus, Alexa+ and Lens boosting discovery, signaling an earlier holiday demand curve and AI-shaped merchandising.(More)

Ingestible Beauty: New Marine Collagen Brand Launch: Industry veteran Theresa Plavoukos debuts Fat Mermaid liquid marine collagen, underscoring ingestibles as a growing basket-expansion lever for beauty retailers.(More)

Beauty Advent Calendars Are Selling Out Early: Editors flag rapid sell-through across calendars from Sephora to La Mer, nudging brands to advance launches, allocations and content calendars now.(More)

Garnier Taps Amanda Diaz For Mass Retail Push: Sponsored Sleek & Stay content drives chatter to Walmart availability, reinforcing how creator creative tied to in-stock SKUs lifts omni sell-through.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division

BEAUTY BROADCASTER

Here's what's happening this week in the world of beauty eCommerce and marketing:
- Sephora launches direct affiliate storefronts for creators.
- Bath & Body Works tests university bookstore distribution.
- Bubble taps Leighton Meester for Ulta-powered 360.
- Milani pushes CTV and social around blur stick.
- Sun care reapplication gap points to over-makeup sprays.

⏱️Why Finance and Marketing Measure Growth Differently and How to Bridge the Gap?

At eTail™ Connect West, Fospha’s VP of Growth Jamie Bolton hosted a panel with leading retail brands on the future of measurement. Three themes stood out:

• No single model is enough: Teams combine MTA, MMM, and incrementality for a fuller picture.

• Finance vs. marketing tension: Finance demands proof; marketers need daily direction.

• Speed vs. rigor: Annual MMM updates can’t keep pace with weekly budget shifts.

👉 Fospha closes that gap - the only full-funnel MMM delivering daily, ad-level insights built for teams to grow DTC, Amazon & Beyond.

📌WEEKLY MUST-KNOWS

AFFILIATE COMMERCE
Sephora Launches Direct Affiliate Platform, Challenging LTK’s Beauty Dominance

Sephora is launching My Sephora, a proprietary affiliate platform that lets creators build shoppable storefronts directly on sephora.com and the app starting in October. It accelerates the shift to brand-owned creator programs, improving data ownership, attribution and commission control while pressuring networks like LTK and ShopMy. Creators, affiliate networks and beauty brands selling through Sephora are directly affected.

OMNICHANNEL RETAIL
Bath & Body Works’ Plan To Restore Its Shine

Bath & Body Works will place assortments in roughly 600 US university bookstores to reach Gen Z and re-energize growth. The move extends distribution beyond malls and deepens campus proximity ahead of holiday, with potential to layer sampling and campus-driven promotions. The retailer and campus retail operators stand to benefit if conversion and trial rise.

CELEBRITY AMBASSADORSHIP
Bubble Appoints Leighton Meester As First Global Brand Ambassador

Bubble named Leighton Meester its first global brand ambassador and is rolling out Radical Joy, a 360 campaign spanning digital, social, retail and OOH, with curated picks promoted at Ulta in October. The celebrity-led push aims to cut through the crowded affordable-clinical skincare segment and convert retail traffic via co-merchandising. Bubble, Ulta and budget derm-focused competitors are in the spotlight.

ENTERTAINMENT IP TIE-IN
Ariana Grande’s R.E.M. Beauty Unveils ‘Wicked: For Good’ Collection

R.E.M. Beauty unveiled Wicked: For Good, a film tie-in collection launching October 1 ahead of the movie sequel's November release. Timed IP collaborations create cultural moments, limited drops and content hooks that lift sell-through and social reach. The brand, entertainment partners and beauty retailers can capitalize on synchronized demand.

📅Smartly Advances NYD: Why AI Means More Creativity, Not Less

At Smartly Advanced NYC, Fospha's CEO Sam Carter and CPO Dom Devlin joined industry leaders to debate the role of AI in growth.

The takeaway? From platforms to creators, the consensus is clear: AI isn’t about replacing jobs. It’s about extending human creativity and unlocking new opportunities for marketers to grow.

Watch Sam's perspective from the event 

⚡QUICK READS

Milani Cosmetics Launches ‘Be In Your Best Light’ Campaign: Milani’s new campaign leans into CTV, TikTok and shoppable video to push a multi-benefit skin tint stick, signaling continued demand for hybrid complexion and accessible prestige.(More)

Gisou Partners With Pastry Chef Cedric Grolet For Honey-Infused Lip Oil Launch: Gisou pairs its lip oil drop with limited desserts by Cédric Grolet, using sensorial, cross-category storytelling to drive PR and Sephora traffic.(More)

Wave And Curl Game Changers: September 2025’s Best New Products For Curly Hair: Fall curl care launches prioritize gel-cream hybrids, bond repair and low-fragrance options, pointing to texture-specific, skincare-grade hair formulas gaining share.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division

BEAUTY BROADCASTER

Here's what's happening this week in the world of beauty commerce:
- Balenciaga re-enters luxury fragrance with a 10-scent line.
- Celebrity nail artist launches minimalist, long-wear polish brand.
- La La teams with Skincare Bakery on dessert-inspired skincare.
- Ulta lands a Wicked hair accessories exclusive to fuel Q4.
- Press-on nails go cinematic with pre-order momentum.

⏱️Why Last Click Undervalues Channel Revenue By Over 90%? The majority of channels are undervalued by over 90% by Last Click. Add marketplace sales into the mix, and brands see a 37% ROAS uplift, yet most tools still ignore it. See why the future of growth depends on full-funnel, unified measurement across DTC + marketplaces. Watch Dom Devlin explain this at #etailboston

📌WEEKLY MUST-KNOWS

FRAGRANCE STRATEGY
Balenciaga Launches Fine Fragrance Collection Inspired By Le Dix

Balenciaga is back in prestige fragrance with a 10-scent, US$320 lineup that modernizes its Le Dix heritage, with discovery sets and distribution across select boutiques in Europe and North America. This signals luxury’s renewed push into high-margin, story-led scent as fashion slows, aligning with Kering’s broader beauty acceleration. Retailers and brand partners should expect elevated price points, limited rollout, and high-content storytelling to drive demand.

NAIL CATEGORY INNOVATION
Manicurist Harriet Westmoreland Launches Her Own Nail Brand

Celebrity nail artist Harriet Westmoreland debuts Westmoreland Cosmetics, introducing ultra-thin, long-wear gel and regular polishes with a “liquid glass” finish and pigment tweaks designed to flatter all skin tones. The brand targets a white space between pro performance and clean aesthetics, promising 3 to 6 weeks wear without bulk. Salons, creators, and DTC retailers gain a new premium player built for layered, neutral nail looks.

CELEBRITY COLLAB
La La Launches Sweet Collaboration With Skincare Bakery Shop

Actress-entrepreneur La La teams with Skincare Bakery Shop on dessert-inspired body care and scrubs that lean into sensorial fun while touting hydrating oils and exfoliating botanicals. This underscores the ongoing celebrity-led, concept-driven skincare playbook aimed at social virality and giftability. Expect limited drops, creator-led storytelling, and strong Q4 gifting potential.

Meet Fospha at Shoptalk Fall 2025 Fospha is heading to Chicago for Shoptalk Fall. From GenAI reshaping search to marketplace measurement and scaling creative, their team is ready to explore the topics defining retail growth with industry peers. Press here to learn more

⚡QUICK READS

Ulta Lands Scünci x Wicked Exclusive: Ulta-exclusive hair accessories show retailers using IP exclusives to differentiate assortment and drive launch-day traffic.(More)

Indie Brands’ Playbook: Legacy Over Scale: Forbes profiles Sirobé’s slow-growth, education-first, collaboration-led model, signaling retention and community as smarter KPIs than rapid scale.(More)

AI Advisors Start Shopping For Consumers: Haut.AI’s Skin.Chat positions AI to build regimens and drive cart adds, a testbed for higher AOV and conversion in DTC and retail.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division

BEAUTY BROADCASTER

Here's what's happening this week in the world of beauty eCommerce and marketing:
- M.A.C taps Doja Cat for global brand heat
- Peach & Lily’s unbranded launch fuels 5x engagement
- ISDIN and Carlos Alcaraz launched 'The Alcaraz Formula'

🛒 The Peak Playbook 2025: 5 Lessons to Win BFCM

Peak isn’t won with a last-minute conversion push. Fospha data proves that the strongest brands plan full-funnel, measure what platforms miss, forecast into channels with headroom, and track daily performance with confidence.

The Peak Playbook 2025 distills five lessons from Fospha data, including how Footasylum unlocked +32% blended revenue YoY last BFCM, so you can enter Peak ready to win.
Swipe through for the highlights.

📌WEEKLY MUST-KNOWS

CELEBRITY AMBASSADORSHIP
M.A.C Names Doja Cat Global Brand Ambassador

M.A.C named Doja Cat its new global ambassador, debuting the partnership with a VMA red-carpet stunt as creative director Nicola Formichetti pushes bolder artistry. The tie-up aims to reignite cultural heat and conversion as Estée Lauder seeks momentum amid US and China softness. Expect content-driven campaigns across social and retail that turn spectacle into shoppable storytelling.

SOCIAL STRATEGY
Peach & Lily Seeds Unbranded Launch To Experts

Peach & Lily sent unbranded ampoules to dermatologists and chemists, then revealed the brand at a New York event, delivering a 5x engagement lift and 1 million impressions in two hours. The expert-first, no-trending-audio approach shows credibility plus mystery can outperform trend-chasing in launch playbooks. Education-led brands can adapt this format to drive efficient awareness and trial.

SPORTS PARTNERSHIPS
Soak Up The Sun Like Carlos Alcaraz With ISDIN Sunscreen

ISDIN and Carlos Alcaraz launched 'The Alcaraz Formula,' a global platform tied to FusionWater MAGIC, billed as the only sunscreen co-created with an elite athlete. The program activates across the US, Latin America and Spain, reframing sun protection as performance gear while driving skin cancer prevention awareness. Athlete-led co-creation can unlock credible sports partnerships and new usage occasions for SPF.

⚡QUICK READS

Victoria Beckham Launches Skincare-Infused Foundation Drops: Serum-like foundation co-developed with Augustinus Bader’s TFC8 across 19 shades underscores the premiumization of complexion via skincare-science tie-ups.(More)

Louis Vuitton Enters Makeup With Pat McGrath: LV’s $160 lipsticks and $250 palettes test demand for ultra-premium color, prompting retailers to rethink merchandising, security and allocation for luxury makeup.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division

BEAUTY BROADCASTER

Here's what's happening this week in the world of beauty commerce:
- Mugler x L’Oréal reenters makeup with global drop
- Hourglass launches customizable holiday palettes
- TikTok nail aesthetics are reshaping SKU planning

😯Most brands will get Peak 2025 wrong…

They’ll overspend, chase platform ROAS, and miss the growth happening outside .com. The brands winning peak have already shifted using full-funnel measurement to invest earlier, plan smarter, and scale profitably across DTC and different marketplaces.

Fospha's Peak Playbook 2025 distills their strategies, benchmarks, and budget splits, built on billions of dollars of ad spend data, so you don’t make the same mistakes.

👉 Download the Peak Playbook 2025 today

📌WEEKLY MUST-KNOWS

BRAND COLLAB
Why The L’Oréal Paris–Mugler Makeup Collab Is A Win-Win

Mugler returns to makeup via a limited-edition collection with L’Oréal Paris, spanning cushion foundation, liners and skinified lipsticks, backed by a Kendall Jenner campaign and global rollout including the US. The tie-up blends accessible luxury with archive-driven storytelling, designed to spike earned media and retail traffic ahead of Fashion Week.

AI PERSONALIZATION
AI Beauty Tech Accelerates: L’Oréal, Haut.AI And Paula’s Choice Taiwan

L’Oréal’s Beauty Genius assistant, Haut.AI’s SPF Truth Booth and Paula’s Choice Taiwan’s AI analyzer mark a pivot from novelty to measurable impact, with Paula’s Choice reporting 104% over target conversions. The signal: AI diagnostics plus education is converting, not just engaging. Teams should ready first-party data capture, content ops and attribution for AI-led journeys.

SEASONAL MERCHANDISING
Hourglass Cosmetics Holiday Collection 2025 Review

Hourglass drops its Holiday 2025 Ambient Lighting Edit Unlocked collection on Sept. 6, featuring customizable palettes, 12 new shades, and packaging by tattoo artist Sasha Unisex, with 5% of net profits supporting the Nonhuman Rights Project. Early holiday placement plus values-led storytelling aims to drive preorder velocity and giftable ASPs. Expect strong DTC and Sephora sell-through, boosted by UGC-friendly artistry and refillable-like curation.

⚡QUICK READS

Louis Vuitton Enters Color With LV Rouge: LV’s $160 red lipstick crafted with Pat McGrath underscores luxury houses’ deeper push into high-margin color, tightening competition at the ultra-premium tier.(More)

Nail Aesthetics Go Hyper-Specific On TikTok: Strawberry milk, cowgirl and junk nails trend, shaping content calendars and seasonal SKU bets for accessories-like nail drops.(More)

La La Anthony Teams With Skincare Bakery: Body butter drops Sept. 27 with a live event, spotlighting celeb-led collabs plus live commerce to drive first-day sellouts.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division

BEAUTY BROADCASTER

Here's what's happening this week in the world of beauty eCommerce and marketing:
- Louis Vuitton’s color line puts McGrath at the helm.
- Moroccanoil expands into 800 Ulta doors and online.
- Danessa x Neutrogena bring pro prep to CVS shoppers.
- Rare Beauty’s Tajín set spices up Sephora’s drop calendar.
- ColourPop’s Shrek collab proves IP nostalgia still sells.

⏱️How Nécessaire Outpaced Competitors With 47% More Revenue

Nécessaire went into Prime Day with proof that Meta and TikTok were quietly fueling Amazon sales, even when they showed up as “organic.” Armed with that evidence, they increased spend and beat their peer group with 47% higher revenue. Most teams would’ve cut back and left millions on the table.

👉 Follow Fospha on LinkedIn for data-backed playbooks and real-world learnings from leading retail brands, so you can see exactly how the best are scaling profitably.

📌WEEKLY MUST-KNOWS

LUXURY LAUNCH
Pat McGrath On Crafting Louis Vuitton’s New Makeup Line

Louis Vuitton named Pat McGrath creative director of La Beauté Louis Vuitton and unveiled a color lineup of 8 eye shadow quartets, 10 balms and 55 lipsticks with luxe, design-led packaging. The move signals LVMH’s push deeper into prestige color ahead of holiday, heightening competition for shelf, storytelling and shade breadth. Luxury houses, retailers and indie color brands will feel pressure on merchandising, pricing and launch cadence.

OMNICHANNEL EXPANSION
Moroccanoil Launches In Ulta Beauty Nationwide
Moroccanoil is rolling out hair, body and fine fragrance across 800 Ulta Beauty stores and Ulta.com, backing the launch with education for 7,000 in-store stylists. The distribution scale plus stylist integration positions the brand to convert prestige hair shoppers in-moment while reinforcing pro credibility. Competing prestige hair brands and salon channels should expect share shifts, promo pressure and new service tie-ins.

MASS RETAIL COLLAB
Danessa Myricks Makes Skin Prep More Accessible With Neutrogena Collab
Makeup artist Danessa Myricks partnered with Neutrogena on three CVS-exclusive, affordable skin prep kits centered on Hydro Boost. Pro-grade prep at drugstore price points blurs MUA credibility with mass distribution, expanding entry to skin-first routines. Mass retailers and legacy brands can use functional kits to drive trips, cross-category baskets and education-led content.

CELEBRITY BRAND GTM
SZA Launches Not Beauty With Tour Pop-Ups

SZA debuted Not Beauty with a $23 hydrating lip gloss, releasing first via US tour pop-ups that meet Sephora clean standards before broader availability. The experiential, scarcity-led rollout converts high-intent fans without immediate retail dependence while building CRM lists. Music-led brands, DTC teams and retailers should track conversion, inventory pacing and community retention from tour-tied drops.

🗣️ LEADING VOICES

Signal From Noise: How To Nail TikTok in Five Pillars of Success.

The link below is an interactive guide on how to nail TikTok based on Jay Hunter & Catalina at Mary Ruth's, fantastic session at eTail™ Boston, where they discussed going from $1 to $40M in one year!

Interact with the guide here: https://lnkd.in/eUUwPWVi A write up of their session is also available via ClickZ.com: https://lnkd.in/e9qAiYBn

⚡QUICK READS

Rare Beauty’s Spicy Tajín Collab Drops At Sephora: A limited Cheek & Lip set in chili-inspired reds brings a culture-forward co-brand into prestige, signaling flavor-house tie-ins as a fresh path to shade storytelling and urgency.(More)

ColourPop Unveils Shrek Collaboration: IP-led, nostalgia-heavy drop spans palettes, lip oils and glitter, reinforcing ColourPop’s fast-cycle licensing engine and the need for nimble supply to capture TikTok-driven spikes.(More)

2025’s Most Powerful Beauty Brands, Per WWD: Amika, CeraVe, Dior, Clarins and Clinique post category wins across Circana, EMV and MIV, signaling where momentum merits media allocation and shelf expansion.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division

BEAUTY BROADCASTER

Here's what's happening this week in the world of beauty marketing:
- Rhode confirms Sephora launch date, fans surge
- Coco Jones links with The Lip Bar for lippies
- Beauty eCom tops one-third of purchases globally

💸 The $200B Miscalculation Marketers Can’t Afford

On stage at eTail Boston, Fospha’s Chief Product Officer, Dom Devlin, warned that retail’s reliance on last-click metrics is outdated, and it’s costing brands $200 billion in under-credited sales.

The missed connection is clear: shoppers often discover on TikTok, Meta, or Snap, but complete their purchase on Amazon, Walmart, or Target. Traditional attribution frameworks rarely connect those dots. As a result, channels that spark demand are stripped of credit, while budgets overweight the “closers” - whether or not they truly created the sale.

Dom called this the bottom-of-funnel trap: over-investing in channels that finish the purchase while underfunding those that generate demand. The fallout is higher acquisition costs and shrinking pipelines of future customers.

Fospha’s Halo platform was built to break that cycle. By integrating marketplace and DTC sales into one unified ROAS, it captures the full impact of discovery spend across the funnel. For brands like Nécessaire and Give Me Cosmetics, that visibility has unlocked the confidence to double down on demand generation while protecting profitability.

📥Download Fospha’s Halo Report to see how leaders are funding growth where it really starts.

📌WEEKLY MUST-KNOWS

OMNICHANNEL RETAIL
Hailey Bieber’s Beauty Brand Gets Sephora Launch Date

Rhode is officially headed to Sephora with a set launch date. The move shifts a breakout DTC brand into mass retail discovery, sampling, and retail media flywheels at scale. It signals continued consolidation of celebrity-led brands into omnichannel distribution.

INFLUENCER PARTNERSHIPS
Coco Jones Redefines Beauty Beyond Entertainment

Coco Jones partnered with The Lip Bar on a limited-edition “Why Not More Lippies?” collection, aligning with Black-owned representation and value-led collaborations. The tie-up prioritizes authentic audience fit over standard endorsements. Expect stronger conversion with culturally resonant storytelling across content and retail placements.

PRODUCT LAUNCH
Manny Gutierrez Drops New Lunar Beauty Bronzing Sticks With Stellar Shade Range

Lunar Beauty introduced bronzing sticks with a wide shade range under founder-influencer Manny Gutierrez. Shade-inclusive stick formats continue to expand complexion, a growth category for both DTC and specialty retail. Influencer-led brands can capitalize on creator distribution and rapid community feedback loops.

🧐 What Does Brand Building Really Mean in eCommerce?

I had an engaging conversation with Alex Brownsell for the latest episode of the WARC Podcast. | Sam Carter, CEO at Fospha

We discussed where most brands get it wrong when it comes to brand building, with bad measurement and poor organizational structure amongst the biggest contributing factors - and how Fospha is aiming to solve the biggest questions around brand measurement with Glow.

Thanks Alex and team again for having me (and for offering a brief airconditioned respite from the intense heat and chaos of Cannes!)

⚡QUICK READS

Beauty eCommerce Trends 2025: eCommerce now accounts for over one-third of global beauty purchases, signaling heavier investment in PDP optimization, shoppable content, and streamlined checkout to capture rising digital intent. (More)

Vogue Business Launches Beauty Trend Tracker: New tracker with Spate surfaces top brands, trends, and ingredients by search interest, offering fast demand signals for content planning and assortment bets. (More)

La Mer Night Recovery Concentrate Expands Premium Mix: High-margin skincare launch signals Estee Lauder’s focus on hero franchises and premium mix to protect profitability while travel retail remain soft. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division

BEAUTY BROADCASTER

Here's what's happening this week in the world of beauty commerce:
- Biotech skincare lands fresh capital to scale.
- Space NK adds Soko Glam shop-in-shops across doors.
- Urban Decay faces backlash over creator alignment.

📊 Why Your Attribution Model Might Be Leading You Astray

At eTail Boston 2025, Fospha’s Chief Product Officer Dom Devlin joined leaders from Ahold Delhaize, Fleet Feet and Bonsai to tackle one of marketing’s most expensive blind spots: how brands measure performance across channels.

Too many brands still skew budgets toward the final click - because that’s the only place their reporting gives them certainty, all while under-funding the demand generation that actually drives long-term growth. Fleet Feet’s Tiffany Lee shared how cutting upper-funnel spend for just eight months saw new customer acquisition drop sharply, only recovering once awareness campaigns were restored.

Dom added another layer: the marketplace blind spot. Fospha’s data shows 42% of Amazon sales are influenced by non-Amazon ads - yet most reporting tools treat those sales as “organic,” meaning the channels that triggered the purchase never get the credit. Without that visibility, key growth drivers are left under-invested.

This is where Fospha’s Halo capability comes in - bringing DTC and marketplace sales into one Unified ROAS metric. It allows brands to see the true impact of channels like TikTok, Meta, and YouTube across all revenue streams, not just their own sites, and make confident, evidence-based decisions about where to spend next.

🔎 Read the full session insights to see all the panel’s takeaways on full-funnel measurement and closing marketplace gaps

📥️ Explore Fospha’s Halo Report to uncover how brands like Nécessaire used it to beat their Prime Day benchmarks by 47%

📌WEEKLY MUST-KNOWS

CAPITAL & BIOTECH
Indie Biotech Beauty Brand OneSkin Grows With Prelude Growth Partners

OneSkin, a biotech-driven skin longevity brand, secured a $20 million Series A from Prelude Growth Partners. Fresh capital signals investor conviction in science-led skincare, clinical validation, and channel expansion. Biotech-first brands and retailers will feel competitive pressure as efficacy and data become table stakes.

OMNICHANNEL RETAIL
Soko Glam to Launch K-Beauty Shops-In-Shop at Space NK
Space NK is rolling out Soko Glam shops-in-shop, expanding curated K-beauty access inside a specialty retail footprint. The move—coming on the heels of Space NK’s acquisition by Ulta Beauty—reshapes assortment strategy and co-op marketing opportunities.

INFLUENCER & BRAND SAFETY
L’Oréal Faces Backlash After Recruiting OnlyFans Model to Promote Teen-Popular Makeup Brand
L’Oréal’s Urban Decay drew criticism after tapping an OnlyFans creator as an ambassador. The incident spotlights rising brand safety, age-gating, and retailer guidelines risks for beauty brands courting Gen Z. Expect tighter creator vetting and stronger governance across paid creator programs.

⚡QUICK READS

Jazwares’ Squishmallows and SNAPBRANDS Partner for Makeup Collection: Squishmallows debuts an Ulta-exclusive makeup line, signaling licensed IP as a traffic and basket-size lever for Gen Z beauty shoppers. (More)

DIENDE: Pushing Boundaries and Redefining Beauty's Status Quo: Biotech brand DEINDE projects $8–10M in 2025, leaning on TikTok Shop as its primary channel—evidence that social commerce can scale science-led skincare. (More)

Clinique Launches in the Amazon.com.mx Premium Beauty Store: Clinique’s entry into Amazon’s Mexico Premium Beauty signals accelerated LATAM marketplace bets—brands should plan for localization and cross-border ops. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division

BEAUTY BROADCASTER

This week, here’s what’s happening in the world of beauty commerce:
- MERIT turns double cleanse into one-step foam
- EcoLux makes prestige droppers fully recyclable
- SkinCeuticals touts 18% lift with new serum

🌟 Editor’s Pick - Incrementality Over Instincts

Stop Chasing Conversions - Start Measuring Real Growth
The path to measurement maturity isn’t about tracking every conversion - it’s about understanding what’s truly incremental.

That’s the focus of Fospha’s new Meta whitepaper, created in partnership with six leading eCommerce brands. The findings reveal what happens when marketers move beyond Last Click - and start building systems that reflect how growth actually happens.

Highlights include:

• Why Last Click dramatically undervalues upper-funnel marketing

• Predictive modeling uncovering up to 80% more revenue potential in Meta

• How brands found the confidence to reallocate budget and scale new channels

• How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact

As Andy King, Head of Performance Marketing at NBrown, put it:

“It was really insightful to see how much Meta’s impact was being underestimated by Last Click. Fospha’s data gave us a clearer picture of its true value, in the context of our other channels, highlighting opportunities we hadn’t fully recognized before.”

👉 Download Fospha’s Meta Whitepaper to see how leading brands are redefining measurement for 2025.

📌WEEKLY MUST-KNOWS

PRODUCT STRATEGY
Merit Launches Great Skin Double Cleanse
MERIT’s bi-phase cleanser fuses makeup removal, exfoliation, and wash into one SKU, answering demand for simplified routines and giving retailers a margin-friendly alternative to multi-step regimens.

SUSTAINABLE PACKAGING
APC Packaging Debuts EcoLux Mono-Material Dropper

EcoLux pairs a 100% PP recyclable dropper with a heavy glass bottle, giving prestige skincare a compliant path as EPR laws tighten and consumers spot greenwashing faster than ever.

SPORTS INFLUENCER MARKETING
E.l.f. Cosmetics Signs Four NWSL Athletes
The brand’s multi-year deal with Barcenas, Dahlkemper, LaBonta, and Shaw extends its NWSL partnership, tapping surging women’s sports fandom to diversify creator spend beyond beauty-native channels.

🍸 Drinks on Us at eTail Boston

ClickZ is hosting an exclusive drinks gathering on Day 3 of eTail Boston—and you’re on the list. We’re bringing together some of the sharpest minds in retail and marketing for an evening of cocktails and insider conversations, all just steps away from the event venue. Wednesday, 13 August | 4:30 PM (Day 3) 📍 5 minutes from the venue (details shared upon RSVP confirmation)

If you’re serious about the next wave in commerce, this is the spot to be.

Spots are limited—grab yours now.

RSVP HERE!

⚡QUICK READS

Skinceuticals Adds A.G.E. Interrupter Ultra Serum: L’Oréal’s derm-doctor label pushes a 34.6% actives cocktail that claims 18% lift in 12 weeks, fuelling the clinical efficacy arms race. (More)

Martha Stewart Unveils Elm Biosciences: An 84-year-old icon joins the longevity skincare game with a serum-plus-supplement duo co-created by dermatologist Dhaval Bhanusali. (More)

Squishmallows Makeup Lands at Ulta: Toy-to-cosmetics crossover debuts via SNAPBRANDS, aiming at Gen-Z wallets with tactile packaging and cruelty-free formulas.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division

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Retail’s New Reality 🛍

New Research Uncovering Halo Effect Impact on Amazon and TikTok Shop

Retail growth is no longer confined to brand .com websites. Fospha’s newest report shows customers are shopping across a fragmented mix of web, Amazon, and TikTok Shop, and the data proves it.

In their analysis of $176M in ad spend, Fospha’s research found that:

Web/.com now accounts for just 43% of total sales Amazon contributes 22% TikTok Shop is already driving 35% of total sales (for brands actively spending in the channel)

But the report’s biggest finding? 42% of Amazon sales are influenced by ads on TikTok, Meta, Google, and Snap. Traditional tools miss this impact completely.

To solve this, Fospha built Halo. The report demonstrates how Halo’s daily, full-funnel measurement unifies .com and marketplace performance into a single view, capturing the true cross-channel impact of marketing with Unified ROAS [(Web + Amazon Revenue) / Channel Spend].

👉 Download Fospha’s Halo Report: Measure and Grow .com and Beyond to explore the full data and insights.

Sector Spotlight 🎥

BEAUTY MARKET TRENDS

L'Oréal Sustains Growth Despite Global Beauty Market Challenges

L'Oréal demonstrated resilience in the volatile global beauty market by achieving a 3% like-for-like sales growth in H1 2025. With a robust multi-polar model, the company benefits from diverse geographic markets, balancing sluggish North American performance with strong growth in SAPMENA-SSA and Latin America. This success underscores L'Oréal's effective cost management, product innovation, and focus on high-margin segments like fragrance and dermo-cosmetics.

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DESIGN INNOVATION AWARDS

Design Work Defining Beauty and Wellness Right Now

The BeautyMatter Awards spotlight industry-leading design expertise across beauty and wellness, identifying outstanding achievements in ad campaigns, brand identity, and product collaborations.

Recognitions include innovative retail and salon spaces, unique ad campaigns like Amika's Perk Up Ultra, and impactful brand partnerships such as Lush with Dylan Mulvaney. Tailored for marketing professionals, this showcases actionable design trends enhancing brand visibility and consumer engagement in a saturated market.

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MENOPAUSE BEAUTY TRENDS

Beauty’s Great Menopause Conundrum

Menopause-focused beauty brands are gaining traction by merging wellness and beauty, driven by evolving consumer demand for targeted products. Startups are innovating with specific ingredients and marketing strategies, catering to the $131 billion US menopause wellness market and appealing to 63 million women seeking relief from neglected symptoms. Influencers increasingly drive perimenopause discussions, expanding this market reach.

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Attribution Angle 🎯 

The Biggest Mistake This Agency Sees 😬 | Jamie Bolton

Dan Sava from Neon Growth breaks down why so many brands are trapped in a cycle of over-investing in bottom-of-funnel (BOF) tactics.

The root cause? Overreliance on Last Click attribution — a model that ignores how awareness and consideration channels influence the final conversion. When only the last interaction gets credit, BOF looks like the hero. But it’s a distorted view that leads to skewed budgets and missed growth opportunities.

To truly grow, marketers need clarity across the full customer journey. That means measuring impact at every stage — from brand discovery to final conversion — and understanding how channels work together, not in isolation.

👉 Ready to measure the full funnel and grow?

Download Fospha’s free resource

Sector Spotlight 🎥

BEAUTY MARKET TRENDS

Beauty Retailers Race to Redefine the Rules of Engagement

The beauty retail landscape, driven by an anticipated surge in online beauty sales from 26% in 2024 to over 30% by 2030, demands a rethink of engagement strategies. With online marketplaces and platforms like TikTok Shop tightening competition, specialty retailers must innovate to differentiate their offerings amidst blurred channels and fierce pricing wars. Understanding these shifts is crucial for marketers seeking to navigate and capitalize on evolving consumer behaviors and industry trends.

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DIGITAL MARKETING STRATEGIES

Inside Beauty’s Digital Hype Chase

Beauty brands must adopt multi-tiered marketing strategies to maintain relevance in an online-driven market. Successful approaches balance digital engagement across platforms such as TikTok, integrating influencer, user-generated, and employee content to build authentic community connections. Real-world experiences like pop-ups enhance digital impact and foster consumer loyalty.

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BEAUTY MARKET TRENDS

Rhode Skin's $1B Acquisition Marks Creator-Led Brand Power Surge

Rhode Skin's $1 billion acquisition by e.l.f. Beauty marks a pivotal shift in the creator-led brand landscape, highlighting the growing significance of influencers in brand valuation. This strategic move underscores the unmatched authenticity and influence creators wield in digital marketing, making them crucial to brand growth and community building. With creators now integral to brand strategy, marketers must prioritize creator partnerships to harness cultural relevance and market potential.

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BEAUTY LAUNCH STRATEGY

ILIA Beauty Unveils Talc-Free Blurring Blush with Makeup Artist Katie Jane Hughes

ILIA Beauty's new blurring blush, a talc-free innovation, offers a strategic addition to beauty marketing. Collaborating with makeup artist Katie Jane Hughes, the product combines eCommerce appeal with proven benefits like pore-blurring and texture-smoothing.

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Sector Spotlight 🎥

BRAND TRANSFORMATION

Morphe's Bold Shift from Influencer-Driven Brand to a Product-Centric Powerhouse

Morphe is transitioning from an influencer-centric model to a formula-focused strategy, emphasizing artistry-grade products at affordable prices. This shift is evidenced by a refined product mix, enhanced wholesale efforts, and data-driven marketing, resulting in a 44% sales increase. Marketing professionals can learn from Morphe's approach by balancing innovative product lines with strategic market positioning to sustain growth.

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BEAUTY MARKET TRENDS

Generative AI's Role in Shaping the Future of the Beauty Industry

Generative AI is reshaping the beauty industry by enhancing product formulation, marketing, and consumer experience through data-driven, personalized innovations. Industry leaders like L'Oréal and Estée Lauder leverage AI to accelerate development cycles and personalize consumer interaction. This transformation offers marketers insights into aligning products with consumer desires, thereby redefining market engagement.

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COSMETICS PACKAGING TRENDS

Rise of Digital-Printed Pouch Packaging in Cosmetic Markets

Demand for digital-printed pouch packaging in cosmetics is rising due to sustainability regulations and the need for rapid response to market trends. This packaging is favored for its recyclability and adaptability, primarily driven by the growth of eCommerce and D2C brands. Bakpac's innovations allow startups to compete with established brands through high-quality, flexible packaging solutions.

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BEAUTY MARKET TRENDS

Why Millennial Men Are the Next Big Beauty Consumers

A recent study highlights millennial men as a growing demographic in the health and beauty sector, with their anticipated spending set to surpass that of other generations. This trend presents a potential opportunity for brands to target millennial men with premium cosmetic treatments and beauty products. The increased interest in health and beauty among this group is particularly prominent among higher-income, college-educated individuals and ethnic minority audiences, offering a clear marketing focus.

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Editor’s Pick ✨

What Bees, Burgers and Brand Budgets Can Teach Us About Marketing Measurement
✍️ A ClickZ reflection on MadFest 2025

At MadFest last week, Rory Sutherland reminded the room what too many boardrooms forget: not everything valuable can be measured up front.

“Marketing should be treated like R&D, not procurement,” he said — urging brands to value discovery, not just efficiency.

His metaphor? Bees. Some follow a known path (performance), others go exploring (brand). Without the explorers, the hive starves.

While it’s a compelling argument in theory, the practical realities of brand-building can be tough for marketers. The biggest challenge? Proving it’s working. Without clear evidence of impact, securing budget for top-of-funnel campaigns can be next to impossible.

This tension echoed across sessions — but especially in our conversations with Fospha, who are helping brands tackle this head-on. Their new Glow research reveals how early indicators like branded search and engaged site visits serve as predictive signals of future revenue — giving marketers the proof they need to protect and scale brand investment.

At a time when finance demands certainty and marketing needs freedom, this might just be the measurement rethink the industry’s been waiting for.

👉 Download the Glow Report

Sector Spotlight 🎥

BRAND BUILDING

Hailey Bieber's Rhode Brings Luxury Beach Experience to Majorca

Hailey Bieber's Rhode has transformed Gran Folies in Majorca into a vibrant summer beach club, showcasing the brand's Lemontini Peptide Lip Tint through an immersive, in-person experience aimed at connecting with the European audience.

The event emphasizes Rhode's strategic focus on creating unforgettable, tangible interactions that strengthen brand loyalty and excitement among customers. The initiative also demonstrates social responsibility, with the Rhode Futures Foundation supporting local community efforts in Majorca.

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BEAUTY MARKET TRENDS

Main Character Energy Dominates Summer Beauty Trends with Personalization at Its Core

Rhode's collaboration with Revolve highlights the growing emphasis on personalized beauty, with strategies centered on mixing styles and products that resonate individually.

Revolve's effective deployment of these trends reflects significant sales growth, with double-digit increases in its beauty sector amidst industry downturns. Insights from Revolve include expanding global brand representation and leveraging virality to attract and retain a diverse customer base.

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BEAUTY MARKET TRENDS

Celebrity Influence in Beauty Brands Focus on Current Trends and Outcomes

Celebrity beauty brands reveal diverse fortunes, with names like Kate Moss and Ashley Tisdale facing contrasting outcomes. Strategic marketing insights include Cécred’s remarkable growth at Ulta, benefitting from Beyoncé's influence, while Rhode’s billion-dollar valuation illustrates the M&A appeal. These shifts highlight the importance of celebrity influence on brand outcomes, crucial for marketers navigating brand strategy.

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BEAUTY MARKET TRENDS

Beauty Brands Embrace Amazon Prime Day with Strategic Offers

Amazon Prime Day is driving beauty brands to offer unprecedented discounts—up to 55% off—as they strive to counteract tariff pressures and soft industry sales growth.

With an emphasis on customer acquisition, brands leverage this extended event to convert deal-driven consumers and capitalize on strategic promotional channels, including TikTok and DTC emails.

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Sector Spotlight 🎥

BEAUTY INNOVATIONS

Kiehl's Launches Effective Multitasking Acne Treatment with Charcoal and Salicylic Acid

Kiehl's introduces the Gently Effective Acne-Treating Cleansing Paste, combining cleansing, spot treatment, and face mask benefits with salicylic acid and charcoal for effective acne management. This multifunctional product targets four acne types, improves skin clarity in four weeks, and offers practical application benefits for skincare professionals. Marketing professionals can leverage the blend of natural ingredients and proven efficacy to appeal to health-conscious consumers seeking comprehensive skincare solutions.

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BEAUTY AWARDS RECOGNITION

Cantu's Shampoo and Conditioner Triumph in 2025 Beauty Awards Dual Win

Cantu Beauty's Weightless Shampoo and Conditioner received the Shop TODAY 2025 Beauty Awards, recognizing their effectiveness for textured hair. These products stand out due to their ability to provide moisture without heaviness, appealing to cost-conscious consumers demanding quality. Their inclusion of Fair Trade and Certified Organic ingredients highlights Cantu's commitment to sustainability and ethical sourcing, making them relevant and attractive to both consumers and marketing professionals focused on trends in beauty and personal care.

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BEAUTY MARKET TRENDS

Aveda Debuts Vegan Beauty Line In Amazon.ca Premium Beauty Store

Aveda's launch on Amazon.ca's Premium Beauty store strategically expands its reach, offering Canadian consumers convenient access to its vegan, plant-powered products. This move enhances brand visibility and aligns with Aveda's mission, combining modern science with Ayurveda. The partnership includes an educational Hair Care Guide, aiding consumers in achieving salon-quality results.

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MICROPLASTIC ALTERNATIVES

Cellugy Secures 8.1 Million to Enhance Eco-Friendly Microplastic Alternatives in Beauty

Cellugy's $8.1 million funding via the EU's LIFE Program aims to scale EcoFLEXY, a biodegradable microplastics alternative for personal care products. This development responds to the escalating European regulations against microplastics and boosts eco-conscious brands' compliance and sustainability efforts. Marketing professionals should note the potential for differentiation by adopting such sustainable components.

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BEAUTY MARKET TRENDS

Beauty Retailers Must Partner with Emerging Brands to Engage Trend-Led Consumers

To capture trend-driven buyers, beauty retailers must team up with emerging brands, as 41% of UK consumers are curious about new beauty techniques driven by social media. Catering to young consumers' preferences through social media partnerships and exclusive brand introductions, like Boots' strategy, ensures relevance in a dynamic market.

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Beauty Spotlight 💄

BEAUTY MARKET TRENDS

Beauty Execs Discuss AI's Role at Shoptalk Europe 2025

AI integration is reshaping the beauty industry, emphasizing the need for brands like L'Oréal to enhance online visibility and user experience through AI-enhanced shopping tools and content optimization. As AI continues to evolve, marketers should strategically navigate its adoption to enhance brand presence, consumer engagement, and campaign management, leveraging AI's potential to provide tailored recommendations while maintaining human elements for emotional connections.

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BEAUTY MARKET TRENDS

Beauty Growth Faces Slower Pace Amid Rising Value Pressure by 2025

The beauty industry faces a shift from rapid growth to a focus on value and differentiation as consumer preferences evolve. Marketing professionals must adapt to regional market dynamics and prioritize product quality over hype to capture discerning consumers. With eCommerce projected to dominate sales channels by 2030, crafting effective omnichannel experiences becomes essential for maintaining consumer engagement.

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BEAUTY COLLABORATION

Cheekbone Beauty Collaborates With Kent Monkman for Indigenous Makeup Launch

Cheekbone Beauty's collaboration with Kent Monkman for Indigenous Peoples Day exemplifies how brands can authentically engage with cultural narratives. The limited-edition Powwow Kit blends art with cosmetics, reflecting Indigenous identity and creating powerful brand positioning for cultural awareness. Marketers can learn from this integration of cultural storytelling and product differentiation.

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BEAUTY MARKET TRENDS

Amazon Taps Estée Lauder and L'Oréal for Beauty Sales During Prime Day

Amid trade tensions impacting Prime Day, Amazon leverages the high margins of its Premium Beauty category, featuring brands like Estée Lauder and L'Oréal. This strategic pivot sees beauty products offering milder discounts yet higher profitability, appealing to consumers despite reduced markdowns.

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MICROPLASTIC ALTERNATIVES

Cellugy Secures 8.1 Million to Enhance Eco-Friendly Microplastic Alternatives in Beauty

Cellugy's $8.1 million funding via the EU's LIFE Program aims to scale EcoFLEXY, a biodegradable microplastics alternative for personal care products. This development responds to the escalating European regulations against microplastics and boosts eco-conscious brands' compliance and sustainability efforts. Marketing professionals should note the potential for differentiation by adopting such sustainable components.

🏆 Announcing the ClickZ 25 of 25 Awards –
Powered by Fospha

While the world’s eyes were on Cannes last week, we’ve been spotlighting a different kind of creativity.

The ClickZ 25of25 Awards spotlights 25 standout DTC and digital-first campaigns that drove real impact this year — across five key sectors: luxury, beauty, wellness, home, and fashion.

Each winner represents smart, scaled, creatively sharp marketing — and we’re thrilled to celebrate their work.

You’ll find the full list — plus sector breakdowns and creative highlights — in our full awards report.

📥 Download the full report below

ClickZ Media The 25 of 25 Awards.pdf

102.18 MB • File

Download

👉 Got a standout campaign or behind-the-scenes story to share? ClickZ is always looking to spotlight fresh creative — reach out to us, we’d love to hear from you.

Share your brand story with ClickZ!

This year at Cannes Lions, one word was on everyone’s lips: brand. Whether it was how to build it faster, how to make it last longer— or whether we should bother at all — brand was at the heart of the conversation.

And it makes sense. In a climate where marketing is under pressure to prove impact faster than ever, brand can feel like the odd one out. It doesn’t deliver neat returns in the same reporting cycle and Its full value is not always captured by performance metrics.

But that doesn’t make it any less important.

Brand Is Future Demand

At one of the liveliest sessions of Cannes Lions 2025, Rory Sutherland, Scott Galloway, and Elf Beauty’s Kory Marchisotto debated whether the era of brand-building was over.

Sutherland, true to form, cut through the noise with an analogy that stuck with me:

He’s right—and here’s why.

Most marketing today focuses on the 5% of people who are in-market right now. That’s where spend drives quick, measurable results. But it leaves the other 95% — the future buyers — unengaged. Over time, chasing only immediate demand drives up acquisition costs and stunts long-term growth.

Brand is how you speak to that 95%.

It’s how you build relevance, preference, and pricing power before a customer even knows they’re in the market. You’re not trying to force a sale—you’re planting the seed of future choice.

As Jon Grail from Sweaty Betty put it in a recent Fospha webinar on this topic:

“Running brand activity does not create a need to have a pair of leggings to go jogging in. What it does mean is when she gets into running… she’s choosing to spend our dollar with us.”

Fospha’s data shows in no uncertain terms that stronger brands do in face drive stronger performance, with businesses who spend more than 10% on Brand campaigns have 2X the overall marketing efficiency ratio of brands spending less.

This long-term impact of brand is exactly why it is both so important and so misunderstood as a topic.

Belief vs Buy-In

Despite the popularity of sessions with titles about ‘the death of brand’, the reality is that most marketers don’t need convincing that brand is valuable. The challenge isn’t belief — it’s buy-in.

Because while marketers might see brand as a long-term investment, finance teams still need evidence to support that investment. Especially when pressure is mounting to cut costs and show impact.

Telling finance to “be patient, it’ll pay off one day” doesn’t exactly fly in a budget meeting. And that’s the real tension: we don’t lack the why for brand — we lack the how.

• How do we measure brand before the revenue shows up?

• How do we show that today’s awareness drives tomorrow’s sales?

• How do we defend brand budgets with more than a hunch?

We Need Better Signals

One of the biggest blockers to brand investment today is measurement. Not because brand doesn’t work—but because the wrong metrics make it impossible to see its impact. The metrics readily available to marketers are either soft and disconnected from business outcomes, or overly short-term in their outlook— missing the impact altogether.

Brand campaigns judged on ROAS alone often underperform on paper. Their value plays out over time, building long-term demand and pricing power.

At Cannes, I joined the team at WARC, publishers of the popular ‘Multiplier Effect’ Report**,** to talk about this very challenge on their podcast. One of the key takeaways was this:

Brand is often misunderstood not because it lacks value, but because it lacks visibility.

At Fospha, our recent research has found that branded search and engaged visits are signals that react quickly to brand spend—and critically, they have a causal relationship with future business outcomes. Using Bayesian Network Modeling, we saw a strong causal link between awareness impressions and average order value in 85% of cases.

These signals offer something brand marketers have long needed: early proof that brand is working, and a way to connect it to business outcomes finance teams care about.

To protect brand budgets, we don’t need just belief — we need better signals.

So Where Do We Go From Here?

The debates at Cannes this year reminded us why brand matters: it builds future demand, relevance, and pricing power.

But the real challenge is the how. How we protect brand budgets in a performance-obsessed world?

The answer lies in better signals, smarter frameworks, and a shared language between marketing and finance.

Because when we get the how right, the why becomes undeniable.

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Sector Spotlight 🎥

LUXURY SKINCARE LAUNCH

Augustinus Bader Unveils Luxury Elixir for Radiant and Youthful Skin

Augustinus Bader's new Elixir, priced at SGD810, utilizes an advanced TFC8 complex to target aging and enhance skin's natural repair mechanisms, making it relevant for consumers seeking high-performance skincare. Its strategic market positioning as a luxury product appeals to audiences valuing innovation in personal beauty care.

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BEAUTY TECHNOLOGY PARTNERSHIP

L'Oréal and NVIDIA Team Up to Enhance Beauty with Advanced AI

L'Oréal and NVIDIA are partnering to integrate AI into the beauty industry, aiming to enhance consumer engagement through advanced digital tools like generative AI and 3D rendering. This collaboration is significant for marketing professionals as it promises scalable, creative campaigns and personalized consumer interactions, crucial for staying competitive in a fast-paced digital landscape.

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BEAUTY MARKET TRENDS

Ulta Beauty's Sales Growth Draws Attention from Institutional Investors

Ulta Beauty, Inc. has experienced robust sales growth, attracting substantial investor inflows, primarily due to product launches, personalized marketing, and a strong loyalty program. With net sales rising by 4.5% to $2.8 billion and comparable sales increasing nearly 3%, the company has revised its annual earnings guidance, illustrating strategic resilience amid challenging economic conditions. Marketing professionals can glean insights into the successful integration of product innovation, customer engagement, and strategic financial forecasting.

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BEAUTY INNOVATION CELEBRATION

Aptar Beauty Celebrates 60 Years of Packaging Excellence at Verneuil Site

Aptar Beauty's Verneuil site exemplifies 60 years of strategic innovation, aligning with Aptar's local production strategy by delivering sustainable packaging solutions to major beauty brands. Its recent introduction of the Nomad Refill fragrance atomizer and energy-efficient mold press exemplify Aptar's commitment to sustainability and operational efficiency. This site remains pivotal in Aptar's global prestige beauty market presence, evidencing transformative production values that resonate with consumer and industry expectations.

Join ClickZ for Exclusive Drinks at CommerceNext!

Heading to the CommerceNext Growth Show 2025? So are we. Join ClickZ for an invite-only drinks reception on Day 2 – Wednesday, June 25, from 5pm. Expect great drinks and high-impact networking with top retail and marketing leaders shaping the future of commerce. 📍 Location: Midtown Manhattan (shared after RSVP)

Spots are limited—grab yours below!

RSVP NOW!

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Editor’s Pick ✨

The Secret to Higher AOV Revealed 🤯

Does AOV feel like a mystery? A new research report from Fospha reveals the key: consistent brand investment directly drives AOV and pricing power. Fospha's research, using Bayesian network modeling, reveals a causal link for the first time: brands investing over 5% in Awareness campaigns see AOV improve yearly. Unlock your brand's value. Read the full research and learn how to boost your pricing power.

Sector Spotlight 🎥

MARKETING ACTIVATION

Lancôme Celebrates 90 Years with Idôle House Pop-Up Featuring Olivia Rodrigo

PR Newswire

Lancôme's Idôle House pop-up in NYC, inspired by Olivia Rodrigo, offers a unique marketing opportunity by combining beauty and music to enhance brand engagement. High-profile ambassadors and guests like Amanda Seyfried and Gabrielle Union underscore its appeal, attracting consumer attention. Attendees gain exclusive access to limited-edition products, boosting brand loyalty.

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BEAUTY ACQUISITIONS

L'Oreal Acquires Medik8 to Enhance Dermatological Skincare Offerings

L'Oreal's acquisition of British skincare brand Medik8 enhances their dermatological offerings, tapping into significant market growth driven by consumer demand for science-backed products. This move positions L'Oreal to leverage Medik8's focus on vitamin A-based solutions, expanding their global presence and reinforcing competitive positioning amidst rising sector competition.

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BRAND COLLABORATION

Dove And Club Pilates Launch EveryBodyPilates To Celebrate Body Confidence

Dove and Club Pilates introduce the EveryBodyPilates initiative, emphasizing inclusivity by offering free classes, aimed at strengthening body confidence while countering limiting "Pilates body" stereotypes. This partnership highlights strategic industry insights into expanding brand outreach towards diverse body positivity movements, offering marketing professionals practical value in aligning brands with societal values.

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STRATEGIC PARTNERSHIPS

Charlotte Tilbury and Dallas Cowboys Cheerleaders Introduce Exclusive Beauty Partnership

Charlotte Tilbury partners with the Dallas Cowboys Cheerleaders, marking its debut in the US sports arena. Leveraging the cheerleaders' widespread recognition, Charlotte Tilbury aims to expand its brand visibility and engagement among NFL fans by offering gameday makeup activations. This collaboration underscores the brand's commitment to empowering women and enhancing its influence in North American markets.

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BEAUTY MARKET TRENDS

Ulta Beauty's Sales Growth Draws Attention from Institutional Investors

Ulta Beauty, Inc. has experienced robust sales growth, attracting substantial investor inflows, primarily due to product launches, personalized marketing, and a strong loyalty program. With net sales rising by 4.5% to $2.8 billion and comparable sales increasing nearly 3%, the company has revised its annual earnings guidance, illustrating strategic resilience amid challenging economic conditions. Marketing professionals can glean insights into the successful integration of product innovation, customer engagement, and strategic financial forecasting.

Optimization Hub ⚙️

INCLUSIVE MARKETING

Pride 2025 and the Retail Balancing Act

Brands dialing down Pride campaigns in 2025 risk more than bad PR—85% of LGBTQ+ consumers say they’ll spend elsewhere if inclusion efforts are dropped. This year’s approach is quieter but more considered: Levi’s focuses on safe public spaces, MAC commits $1M to LGBTQ+ causes, and Nike co-designs sneakers with queer athletes. Flashy rainbows are out; sincerity and year-round support are in.

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SOCIAL MEDIA STRATEGIES

Pinterest Enhances Pin Recommendations with Advanced TransActV2 Timeline Ranking Model

Pinterest's updated TransActV2 ranking model enhances user engagement by analyzing 16,000 actions per user, significantly improving prediction accuracy and personalized suggestions. This advancement results in a more immersive and relevant user experience, offering marketers the opportunity to better reach engaged audiences. The addition of diverse search tools further enhances discovery, making Pinterest a potentially valuable platform for brand marketing.

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Editor’s Pick ✨

Brands Are Missing 87% of YouTube's True Impact? 😵

New research reveals that brands scaling Google's YouTube and Demand Gen budgets are growing 32% faster in 2025. So, why aren't more brands prioritizing these high-impact campaigns?

Fospha's analysis of over $500M in ad spend uncovers why businesses mis-measure YouTube and how to accurately track the impact of Google’s upper-funnel channels.

Get the full research and a step-by-step guide to maximizing these channels for your brand here.

Sector Spotlight 🎥

BEAUTY MARKET TRENDS

Anastasia Beverly Hills Matte Foundation Crowned Top Beauty Launch of 2025

Anastasia Beverly Hills' Impeccable Blurring Second-Skin Matte Foundation, which launched in January 2025, is now the leading beauty launch of the year, favored by celebrities for its lightweight yet comprehensive coverage. Notably leveraging Precision Blur Technology, it offers long-lasting results and is available in 25 shades. This product's significance lies in its ability to seamlessly combine cosmetic appeal with practical performance, positioning it as a pivotal offering for marketing professionals seeking to align with current beauty trends.

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RETAIL EXPANSION

Dior Opens Luxury Beauty Boutique at Miami's Brickell City Centre

Dior Beauty's new Miami boutique at Brickell City Centre enhances its brick-and-mortar strategy, featuring luxury fragrances and skincare, and targeting high-end clientele. It includes a unique fragrance discovery experience, positioning the brand as a leader in the luxury beauty market. This move aligns with Dior's vision to expand its presence in North America's premium retail sector.

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BUSINESS ACQUISITION

ELF Beauty Acquires Hailey Bieber's Rhode Skincare in $1 Billion Deal

e.l.f. Beauty has acquired Hailey Bieber's skincare brand, rhode, for $1 billion, with Bieber taking on roles as chief creative officer and head of innovation. This acquisition highlights a strategic enhancement to e.l.f.'s portfolio, providing an opportunity for expanded reach in the skincare market, aligning with marketers' focus on rapid growth and consumer engagement.

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BRAND COLLABORATION

Dove And Club Pilates Launch EveryBodyPilates To Celebrate Body Confidence

Dove and Club Pilates introduce the EveryBodyPilates initiative, emphasizing inclusivity by offering free classes, aimed at strengthening body confidence while countering limiting "Pilates body" stereotypes. This partnership highlights strategic industry insights into expanding brand outreach towards diverse body positivity movements, offering marketing professionals practical value in aligning brands with societal values.

Influencer Corner 📣

▰ 𝐖𝐡𝐲 𝐀𝐫𝐞 𝐓𝐡𝐞 𝐖𝐨𝐫𝐥𝐝’𝐬 𝐁𝐢𝐠𝐠𝐞𝐬𝐭 𝐁𝐫𝐚𝐧𝐝𝐬 𝐒𝐞𝐫𝐯𝐢𝐧𝐠 𝐂𝐨𝐟𝐟𝐞𝐞? ☕⚜️

Because coffee is no longer just a beverage. It’s become a brand medium — a way to turn everyday rituals into immersive experiences.

Louis Vuitton didn’t launch a café for profit.

They created a space for presence. For texture. For identity in motion.
💡 A copper-wrapped coffee bar becomes a branded pause — where every detail, from material to light, is designed to imprint emotion.

 🌀 Coffee as connection
 🌀 Architecture as story
 🌀 Stillness as luxury

🧠 Insight: When the world is overloaded with noise, the most powerful brands design quiet, beautiful moments people want to walk into.
This isn’t retail.

It’s relationship-building through ritual.