蘑菇AV

Our primary research on US online beauty buyers shares insights into how consumers discover and purchase new beauty brands and products across channels.

In a featured session, Rare Beauty CMO Katie Welch commented that she 鈥渨ould have never guessed that a 鈥榤akeup gal鈥� could be at South by Southwest,鈥� but the event is now an established venue for product launches, brand-relevant conference content, and in-person activations.

Backlash over e.l.f. Beauty鈥檚 partnership with controversial creator Matt Rife and debates sparked by Sydney Sweeney鈥檚 American Eagle ad shows that advertisers are facing a moment of heightened scrutiny that requires rigorous vetting of influencer partnerships. As audiences turn to influencers for purchasing decisions and rethink brand loyalty for those who turn their backs on social issues, brands who remain selective and thorough about the creators they work with will win trust.

On today鈥檚 podcast episode, we discuss how the beauty industry is venturing into untapped markets, how the conversation of ageism in beauty fits or diverges with the greater trend away from diversity and inclusion, and how brands market to older people while staying relevant with younger audiences. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves, Analyst Arielle Feger, and CEO and Founder of Ageism Is Never In Style庐 Jacynth-Bassett.

鈥淩eddit is a goldmine of consumer engagement, and health and beauty is a smart category fit,鈥� said Marzano. 鈥淚t鈥檒l be interesting to see how Reddit continues scaling ads without compromising user trust.".

Beauty. Photo credit: e.l.f. Beauty. The 鈥淪unhinged鈥� trailer debuted at the Tribeca Festival while the full special premiered on YouTube for wider reach. 鈥淭he YouTube Premiere allows us to create a digital live event accessible to anyone online, bringing our community deeper into our brand,鈥� said Rosebrook.

The news: Gen Z is preparing an ambitious lineup of summer fun鈥攊ncluding domestic and international travel, shopping and dining, and vacation upgrades鈥攖o a degree that outstrips millennials, Gen X, and baby boomers, per a study by Bread Financial. Our take: Gen Zers invest in work/life balance and are willing to spend to maximize their R&R experiences. Brands should meet this generation with luxury-first options and seamless experiences to maximize their return on investment for the younger cohort willing to spend to make a good time a great one.

Essential goods categories will run out of steam, leading to a slowdown in ecommerce growth.

鈥淩eddit is where high-intent shoppers come not just to browse, but to engage in real conversations, especially when it comes to health, wellness, and 产别补耻迟测,鈥� said Mike Romoff, chief revenue officer at Reddit. 鈥淏y collaborating with CMX, we鈥檙e connecting that unique intent and authenticity with the scale and physical presence of CVS, creating a seamless path to purchase experience for shoppers.

Beauty demand is falling back to earth: While beauty spending has been incredibly resilient, consumers are gradually becoming more price-conscious in their buying habits.

As competition intensifies and consumers continue to seek value, retailers will need to double down on how to differentiate themselves and offer shoppers what they want, wherever they are.

Marketing beyond the screen: Studios are embracing cross-industry partnerships, with "A Minecraft Movie" leveraging gaming, beauty, and food brands to expand its audience reach and deepen fan engagement before its release.

The promise of closed-loop attribution within RMNs has not been realized, as shoppers move between online and offline when researching and making purchases. Over 3 in 10 shoppers research online, but buy in-store, per 蘑菇AV and impact.com, making it difficult to track which ads influenced purchase.

In November, retailers made strategic moves across grocery, apparel, and beauty. Amazon turned Black Friday into a weeklong event and launched its Shein competitor, Haul. Meanwhile, e.l.f. Beauty strengthened its value proposition through a new Dollar General partnership, while Kroger announced plans for specialized Asian experience stores in North Texas. Here are our eight unofficial picks for the most interesting retailers in November.

NWSL secures key women-led sponsorships: E.l.f. Cosmetics and Unwell partner with the soccer league, marking a shift in how beauty and lifestyle brands invest in sports.