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Retailers must continually test and adapt their strategies to find what resonates with consumers ahead of the holidays. An extended holiday season requires a dynamic approach to promotions, while brands aiming to reach Gen Z should use creators and video ads. Here are three pieces of advice on a successful holiday ad campaign from Meta and two of its advertising partners, 鈥嬧�婳gee Beauty and AS Beauty.

Brands across consumer packaged goods, beauty, electronics, home goods, and insurance have signed on as clients, the company said. Neon鈥檚 ability to tie media investments directly to revenue impact gives brands and retailers a strategic advantage. 鈥淐lients now have an independent, unified measurement view that they can invest in from a place of confidence,鈥� Browning said.

Fashion and beauty accounted for 15% of Affirm鈥檚 gross merchandise volume (GMV) in Q2 FY 2025 (ending December 31, 2024). GMV in this segment shot up 20% YoY during the quarter. Affirm partnered with more than 45 fashion merchants in the past six months. We forecast Affirm鈥檚 total US payment value will hit $30.58 billion this year.

Dupe culture powered e.l.f. Beauty to a 76% YoY sales increase last quarter: Gen Z鈥檚 favorite drugstore brand is reaping the rewards as consumers look for budget-friendly ways to stay on top of beauty trends.

Self-reported spending is down 6% among US teens (which includes Gen Alpha and Gen Z consumers), but they are still shelling out on beauty, according to Piper Sandler鈥檚 latest Taking Stock with Teens survey.

This year, we forecast retail sales of cosmetic and beauty products will reach $86.42 billion, a 7.6% increase from 2022. This increase will be driven in large part by in-store sales and luxury beauty categories. But going forward, technology may play a large role in driving online sales.

Gen Alphas鈥� anti-aging skincare regimen causes concerns: Brands and retailers are under pressure to disclose product risks as tweens copy their favorite beauty influencers.

TikTok introduces Search Ads Toggle, allowing advertisers to reach high-intent users and improve RoAS: Clinique and DIBS Beauty report increased conversion rates and decreased CPA.

While many users sell products via Twitch livestreams, Amazon has yet to position the platform as a rival to other social video commerce sites like TikTok Shop.

Skincare brand The Ordinary recently put forth its science communications manager, who is also a cosmetic scientist, for an AMA in the r/skincareaddiction subreddit. It gave Redditors the chance to ask detailed questions with hard-to-find answers. Earlier this year, Reddit introduced a new ad format that lets advertisers promote upcoming AMAs.

As many as 25 celebrities and influencers have launched beauty brands over the course of the last three years, according to Business Insider. While some (like Rare Beauty by Selena Gomez) have exploded, others (particularly those founded by social media influencers) are having a hard time finding their footing. What does it take to build a successful celebrity beauty brand?

Generative AI helps brands distill consumer insights to create personalized products while AR virtual try-on solutions give customers the ability to try before buying. Beauty brands like Ulta Beauty and Sephora are finding ways to draw consumers into their apps with exclusive content or services.

Gen Zers value authenticity; male beauty consumers ask marketers to keep it simple; and Black, Indigenous, and people of color (BIPOC) beauty consumers want representation. Here are tactics to reach three different beauty consumers across #beautytok.

CPG: Includes food products, household products, packaged goods, tobacco, personal care products, toiletries, and cosmetics products. (A large portion of these products are categorized in Germany as fast-moving consumer goods [FMCG].).

UK ecommerce sales have bounced back to steady growth as consumer spending remains resilient despite inflationary pressures. Most major categories will see a further shift online by 2027, bringing opportunities for ecommerce retailers.

Marketing to Gen Z requires a different approach than marketing to millennials. Abercrombie & Fitch learned this the hard way as its millennial playbook became outdated for younger shoppers, earning it the title of 鈥渕ost hated retail brand鈥� in the US in 2016 by the American Customer Satisfaction Index.