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The news: President Donald Trump expanded his steel and aluminum tariffs to cover 407 consumer goods that either contain, or are packaged in, aluminum or steel. The scope is wide-ranging, hitting everything from baby booster seats to microwave ovens to personal care products that come in metal containers or packaging.The news: President Donald Trump expanded his steel and aluminum tariffs to cover 407 consumer goods that either contain, or are packaged in, aluminum or steel. The scope is wide-ranging, hitting everything from baby booster seats to microwave ovens to personal care products that come in metal containers or packaging. The takeaway: The sweeping scope and sudden rollout underscore that tariff uncertainty isn鈥檛 going away鈥攁nd could easily intensify. With US consumers now facing the highest average effective tariff rate since 1933, the ripple effects are clear: Higher costs will flow downstream, squeezing retailers and dampening consumer spending.

Consumer goods giants Kraft Heinz and Unilever are moving to stimulate demand in a challenging sales climate by increasing marketing spending on their most popular products. Both companies are betting on marketing to spur demand and improve brand equity in a slower-growth climate. But the question is whether stepped-up marketing will be enough to overcome rising consumer caution, particularly in categories like snacks and personal care, where purchases are more discretionary in a tariff-driven environment. Increased investments in promotions could pressure margins in coming quarters.

The news: Unilever acquired men鈥檚 personal care brand Dr. Squatch鈥攚hich recently made headlines for offering soap containing actress Sydney Sweeney鈥檚 bathwater鈥� for an undisclosed amount as it looks to establish a greater foothold in the fast-growing category. It鈥檚 a notable move for a company that is otherwise shedding brands to speed its turnaround, and a clear sign that Unilever counts men鈥檚 personal care as one of the 鈥減remium and high growth spaces鈥� to prioritize. Our take: While men are hardly a monolithic entity, their optimism about the economy makes them more likely than women to increase their spending this year. At the same time, shifting consumption habits are turning male consumers into a more valuable commodity鈥攁s Saks and Unilever see only too clearly.

Though beauty has remained a relatively resilient category amid rising prices, tariffs could put a damper on that as they take hold. 29% of US adults say they鈥檒l likely cut back on beauty/personal care spending if tariffs raise prices, according to February 2025 data from CivicScience. That鈥檚 why retailers like Walmart, Amazon, and Target are boosting their beauty offerings to drive sales and increase customer loyalty. Here鈥檚 how.

Ecommerce penetration of beauty and personal care sales is rising: 41% of category sales take place on platforms like Amazon and TikTok Shop as consumers respond to virality and convenience.

Amazon opens a 鈥減arapharmacy鈥� in Milan: The store is part of a broader push into beauty and personal items and marks its latest attempt to crack the brick-and-mortar code.

Beauty is another area ripe for comfort spending. 42% of consumers have purchased beauty or personal care products as a form of retail therapy, per LendingTree.

惭别苍鈥檚 care brand Every Man Jack employs a strategic calendar-based marketing approach that shifts focus throughout the year, responding to consumer behavior and competitive pressures.

The ecommerce giant is making inroads in health and personal care, but it still faces an uphill battle in food and beverage, a coveted retail category that continues to grow online. This deck covers:. Amazon's US ecommerce sales forecast through 2027. Amazon's fastest- and slowest-growing product categories and the categories driving incremental sales growth.

If tariffs lead to higher prices, US consumers are almost twice as likely to cut back on full-service restaurants (43%) than beauty and personal care (24%), according to an August CivicScience survey. Use this chart: Marketers can use this chart to rethink what 鈥渆ssential鈥� means, especially for younger consumers who prioritize beauty and self care despite rising costs. Related 蘑菇AV reports:.

Squatch, a men's personal care brand, created the most unexpected campaign by incorporating actress Sydney Sweeney's bath water into a limited-edition soap. "This campaign has everything," said Lebow. "It has men's personal care, a huge up-and-coming category crowded with direct-to-consumer brands (D2Cs) that need to find a way to stand out. It has a very relevant actress and it has controversy.".

While sales in the cars and home furnishings categories both gained more than 1% from June, sales at clothing, sporting goods, and health and personal care stores also picked up. Our take: With pressure from rising food prices, higher housing costs, and uncertainty about higher tariffs, consumers remain cost-conscious鈥攁nd are wary about what鈥檚 ahead.

Categories with high purchase frequencies鈥攍ike groceries, health and wellness, and personal care鈥攁re where consumers are noticing spend increases the most, according to data provided in the webinar. And it's taking a toll on brand relationships. 鈥淭hose same categories where people feel like they鈥檙e spending a lot more are the same categories where people are switching up the brands,鈥� said Tassin.

Shop-till-you-drop: Before departing for trips, 88% of travelers will go shopping. 71% of Gen Zers plan to drop cash on apparel, 49% on footwear, and 45% on beauty and personal care items. But the spending doesn鈥檛 stop there: 61% of Gen Zers also anticipate shopping during their trips. Comparatively, only 57% of Millennials and Gen Xers and 53% of Boomers plan to partake in retail therapy.

Health and personal care will drive growth but won鈥檛 be enough to improve Amazon鈥檚 share of the overall US ecommerce market.