Noor Lobad’s Post

Beauty brands invested millions to participate in the most-watched Super Bowl of all time, but did it pay off? 💄🏈 Captify®'s Search Intelligence revealed that NYX Professional Makeup and E.L.F. BEAUTY experienced a 63% and 52% increase in search volumes, respectively. In contrast, competitors who didn't advertise during the Super Bowl observed less search interest across all advertiser categories. Interested to learn more? Read the article on Marketing Brew: https://lnkd.in/eKT4F9-3 Katie H. #searchintelligence #superbowl

Interesting perspective that brand merch can be more successful for beauty brands than a new product launch. Unsure if I can agree its more successful than a new product launch, but what I do know is, I still to this day get people sending me photos of them out and about with Beaute Industrie keep cups and cotton tote bags - so maybe it's more influential than a product launch? Have you done branded merch thats gone bananas? https://lnkd.in/giti4pR9

YOUR ACNE OUR SOLUTIONS How direct is this sentence? And, look how beautiful is everything: - genuine picture: no filters, no fake - Product placement level 100 - QR Code to support users into discovering more - Trackable QR Code meaning SEPHORA will be able to track, at a certain level, the success of this campaign (It’s impossible to fully track the awareness produced from this kind of ADV) - Placement: Subway. A place where hundreds of people affected by acne are Well done, SEPHORA Sephora USA, Inc. Sometimes simple and direct is better. #subwayadv #subwayadvertising #advertising #sephora #skincare #marketing

Yesterday someone shared the new E.L.F. BEAUTY x Liquid Death collaboration and asked for my thoughts. In today's market, brand partnerships are not just about co-existing; they're about co-creating memorable experiences. Do I think they nailed it? “Hell yes” as their CTA button proclaims. Gone are the days of traditional sponsorships; consumers see right through the pay to play nonsense and crave authenticity and connection. By strategically aligning with like-minded brands, we can tap into new audiences, amplify a message, and drive engagement. Who would have thought that a drugstore beauty brand and water company imploring you to “murder your thirst” would come together to create something that feels so right. “The insight is that our community wants to have fun and be entertained.” “We have an enormous amount of respect for people’s time, and if they’re hanging out with us, we want to make sure we’re providing something creative and clever.” Here's another one. Think about Nike and Apple. By combining Nike's expertise in athletic wear with Apple's innovation in technology, they introduced the Nike+ app. This partnership not only enhanced the customer experience but also solidified both brands as leaders in their respective industries. As we navigate the evolving landscape of brand strategy, let's remember the importance of authenticity and a little risk. #BrandPartnerships #MarketingStrategy #Collaboration #Authenticity #Innovation 

Upsells are one of the simplest and fastest ways for any brand to increase AOV. It's mind-boggling how many brands don't take advantage of *thoughtful* upsells throughout their website. Two things are true about them: 1. It’s genuinely one of the easiest things (tech-wise) to set up. 2. You can use them to make the shopping experience even better for customers. Here are my team’s go-to's and how we use them: 1️⃣ Product Page/Checkout Upsells (Shopify App: Selleasy) We view these as similar in the customer journey, depending on the brand. When a customer is browsing a product, offer an additional product with a simple headline like "You might need this!" to grab their attention. (we love placing it right above the Add to Cart Button) These should be as close to "no-brainer" offers for customers as you can make them to avoid adding friction between shopping and checkout. Example: For a haircare brand, if a customer is checking out a new shampoo, show off the complimentary conditioner or leave-in conditioner (or both). Test new product photos and copy to boost the conversion rate over time. 2️⃣ Post-Purchase Upsells (Shopify App: Zipify) Since we’ve already secured the purchase, we can make a bigger ask compared to the PDP and Checkout Page upsells. Here, we’re offering an additional product or bundle, rather than a complementary one like the previous upsells. This is where we put Bundles, Buy X Get X Free offers, etc. Example: For a haircare brand, if a customer purchases a shampoo and grabs the product page conditioner upsell, offer them a Bundle of Hair Oil, Leave-In Conditioner, and Styling Gel at a heavy discount (emphasis on heavy). Any brand with multiple SKUs should start testing these asap to get AOV up. In sub-24 hours you can have a full funnel going to optimize week over week. Thoughts/Questions/Concerns? 👇

How Birchbox’s Subscription Model Campaign revolutionized the beauty and grooming industry. Birchbox, founded in 2010 by Katia Beauchamp and Hayley Barna, revolutionized the beauty and grooming industry with its innovative subscription model. The company offers a monthly box filled with sample-sized beauty products, allowing consumers to discover new brands and products without committing to full-sized purchases. 1.1 Founders’ Vision Katia Beauchamp and Hayley Barna met at Harvard Business School, where they shared a mutual frustration with the overwhelming number of beauty products on the market. They envisioned a service that would simplify the beauty shopping experience, making it fun and accessible. Their goal was to create a personalized beauty discovery platform that catered to individual preferences. 1.2 Market Research and Feasibility Before launching Birchbox, Beauchamp and Barna conducted extensive market research. They identified a gap in the market: consumers were hesitant to spend money on full-sized beauty products without knowing if they would suit their needs. This insight led to the idea of a subscription service offering sample-sized products, allowing consumers to try before they buy. 2.1 Concept and Design Birchbox’s subscription model was designed to deliver a curated box of beauty samples to subscribers' doorsteps each month. The box typically contained 4-5 sample-sized products from a range of categories, including skincare, makeup, haircare, and fragrance. The selection was personalized based on a beauty profile filled out by the subscriber. 2.2 Pricing Strategy The pricing strategy was crucial to Birchbox’s success. They offered an affordable subscription price of $10 per month, making it accessible to a wide audience. This low entry price encouraged trial and minimized the risk for consumers. 2.3 Partnerships with Brands Collaborating with beauty brands was a key component of Birchbox’s model. They partnered with both established and emerging brands, offering them a platform to reach potential customers. Brands saw value in providing samples to Birchbox because it allowed them to generate buzz and gain feedback from a targeted audience. #birchbox #marketing #ecommerce #digitalmarketing #branding #learn #business #ceo #development #casestudy Read More At : https://lnkd.in/g2qjtMRn

A Chucky-inspired makeup palette is unexpected But here we are at nearly $175k in GMV in its 1st week on TikTok Shop This novel item tells a much bigger story.... There are fewer middlemen needed btwn consumers & the products they desire Estée Lauder Lauder would never sink to the level of Chucky Yet is suffering its worst 6 quarters in history... The internet dismantled the traditional value chains of media businesses like magazines, newspapers, music & books It allowed creators to reach audiences more directly, w/out relying as heavily on middlemen & gatekeepers TikTok Shop is bringing this disintermediation to physical products and retail Power and profits are shifting from traditional brands to individual creators and their product makers And removing the previous bottlenecks btwn supply and demand Retail has proven more resistant to disruption from the internet b/c of the logistical complexities of delivering physical products But I say it was ALL self-inflicted In fashion it takes just minutes to sew a garment - why does it take brands and retailers like Gap and Macy's a year to bring products to market? Btw... I delivered Macy's 1st creator collection a few years ago I met with the creator in early August and delivered to Macy's before Labor Day Over 50 styles concepted, designed, fit, shipped, and delivered I had 72 points of contact at Macy's and it took them longer to load assets on their website than it did for just me and my supplier to design and deliver an entire collection It was the best performing collection on the floor - crazy for a new brand with ZERO marketing support from Macys Well not really, b/c the creator & all her friends posted about it incessantly It was authentic b/c we nailed her aesthetic Retail is now showing early signs of unbundling similar to what happened in other sectors While the impact is early, it can't be ignored - see Temu The success of Chucky shows that creators & makers can bypass retail's self-inflicted bottlenecks And the taste police This real D2C model aligns w/how the internet dismantled middlemen in media Retail has been slower to feel the effects due to real-world complexity But the gap between physical & digital is closing TikTok Shop empowers creators and collapses traditional timelines Consider it took me just weeks to deliver a collection to Macy's that massively outperformed Why is their development cycle still 12 months years later? These inefficient systems boosted profits for established brands and retailers But they are not customer-centric They are not planet-centric C2M commerce removes all the excuses for overcomplicated logistics & delays And the waste too Traditional retail must adapt to this unbundling Gap and Macys need more than new Chief Creatives and CEOs They need an end-to-end transformation to serve the internet-enabled direct economy #thegreatfashionreset #creatoreconomy #communitycommerce #contentistheproduct #tiktokisthestore

"To convince consumers to buy the real thing, brands need a compelling brand story and value proposition." Steve Strong is exactly right. There's a common theme amongst successful brands: It has a strong conviction, passion, or an interesting story behind the founder, its origin, or its ingredients. Messaging makes a brand stand out, and your story needs to connect with consumers; they must form an emotional connection, and fall in love with the product. Besides storytelling, the product must be able to communicate on its own. That value proposition has to be great. High quality, top-notch, and irreplaceable. #BeautyIndustry #BeautyBrands #Dupes

“Ten-year-old millennial beauty and skincare brand #Glossier is launching a new product next week that it hopes will generate lots of buzz. But before the new eyebrow product hits Glossier’s ecommerce website, it’s available exclusively to fans in New York, Los Angeles and Chicago who find shoppable posters before Monday. The treasure hunt-like stunt is part of a collaboration with Shop, #Shopify’s commerce app. Anna Decilveo, head of merchandising and brand partnerships at Shop, described the partnership as a “first-of-its-kind” program for Shopify.” - Adweek - Kathryn Lundstrom 🤓You may think beautiful reader: “What a great idea, another way to activate a #community! - nope it is not just that simple. 🔎Come and see through another lens: 📡What cultural researchers see: 🤓Consumption is becoming less influential in shaping social identity or life trajectory and is not merely defined by #what you purchase, but by #how you purchase. 🛍️The whole shopping experience has evolved into a platform for #selfexpression, #differentiation, and #socialconnection. Here is your #culturaltension.🤌🏼 Consumers, #GenZ especially, are actively seeking out #unique and #engaging purchasing journeys to distinguish themselves from others and this will matter more if this experience will generate the chance to create content, allowing that self-expression to flow. If it wasn’t enough for brands to compete with each other now we have consumers competing on purchasing experiences and how engaging those experiences become. In a world where the cultural mass pushes the agenda of #authenticity, wins the one that can prove to be the most authentic and the brand that makes this happen also in a unique way. #irlgamefication Just last week Marian Park shared the “IYKYK” concept with us after the Amazon Prime Deals Week and as the month went we already saw the concept adapting to go beyond the shared comments and videos experiences bringing the whole thing to a Real Life Experience- reference in the comments. “If you know you know IYKYK”- “If you were there you know - IFYTYK”. 🫣 and that beautiful reader, is just another turn around the sun.

Have you ever heard of e.l.f. Beauty? $ELF It's the #1 performing stock on the NYSE over the last 5 years. Here's why this $11 billion cosmetics company is stealing share from incumbents across the beauty category: 1) Winning on Price - E.L.F (short for Eyes, Lips, & Face) was founded in 2004 with the mission of selling "quality cosmetics at a cheap price". As one of the first ever digitally native beauty brands, ELF sourced its products from China and gained notoriety for selling them for as little as $1. This was a far-cry from where legacy cosmetics companies like L'Oreal, Maybelline, and others priced similar products. After catching some fame for its low prices, ELF won a landmark deal with Target, which is still its largest customer today. 2) A Masterclass in Marketing - Over the last several years, ELF has used some increasingly popular mediums to deliver unique campaigns. Here are a few recent successes: - 4 million plays on its Roblox Experience. - 2 million YouTube views on a true crime parody documentary. - Billions of impressions on Tik-Tok focused brand collaborations. - Superbowl ad ft. Judge Judy telling the court it should be a crime to overspend on makeup when ELF exists. Boosted web traffic 10x in the 2 minutes after the ad aired. As the ads have gained traction and ELF has seen operating leverage, its been reinvesting a greater percentage of its revenue into marketing. Since 2019, Marketing as a % of revenue has jumped from 7% (or ~$19 million) to 22% ($196 million). 3) Brand Loyalty - Within the cosmetics industry, price and brand trust are 2 of the main considerations in a purchasing decision. For ELF, once it has proven to customers that they can provide similar quality at a fraction of the price, the customers tend to stick around and buy other ELF-branded products. Today, ELF touts ~4.5 million members in its loyalty program known as the "Beauty Squad", which helps drive recurring spending on its mobile application and DTC website. Not to mention, the majority of its loyalty members are under the age of 30. Within the Gen Z demographic, ELF touts 29% market share.