Beauty and fashion execs weigh in on the brand value of TikTok Shop, mega-influencers and gaming
Hi, and welcome to Glossy’s Weekly Recap, where Glossy editor-in-chief Jill Manoff breaks down the industry conversation that ruled the week and highlights five of the latest must-read Glossy stories. Sign up here to get Glossy’s daily, in-depth coverage on the businesses of beauty and fashion in your inbox every weekday morning.
For a status check on brands’ recent, current and future strategies, I’ve compiled the results of five polls Glossy has run on LinkedIn and Instagram over the past two weeks. Among noteworthy findings are that mega-influencers have remained go-to collaborators, TikTok Shop is already a popular sales channel, and fundraising efforts are set to kick into high gear over the next 12 months.???
Has your brand/retailer partnered with a mega-influencer in the last year?
LinkedIn:?
Yes - 42%
No - 58%
Instagram:
Yes - 53%
No - 47%
Is your company currently selling products through TikTok Shop?
LinkedIn:?
Yes - 34%
No - 66%
Instagram:
Yes - 55%
No - 45%
Does your company plan to fundraise in the next 12 months?
LinkedIn:
Yes - 48%
No - 52%
Instagram:
Yes - 33%
No - 67%
Are in-game activations among your company’s planned marketing investments for 2024?
LinkedIn:?
领英推荐
Yes - 22%
No - 78%
Instagram:
Yes - 22%
No - 78%
Is your company considering an Apple Vision Pro-specific investment?
LinkedIn:?
Yes - 17%
No - 83%
Instagram:
Yes - 22%
No - 71%
Catch up on the week’s 5 most-read beauty and fashion stories below.
April is Earth Month, which means many brands and retailers will spend the next few weeks prioritizing the effective messaging of their environmentally-focused initiatives to consumers. But how can brands cut through the noise without accidentally exaggerating their impact? And which materials are actually better for the planet? This confessions subject speaks candidly about how to form a more sustainable packaging strategy, what packaging claims brands should avoid this month and what the future of eco packaging looks like.
According to Dan Murphy, svp of marketing at water and beverage company Liquid Death, it's a bit of a "happy accident" that the company's collaborations with megabrand E.l.f. and the Netherlands-founded grooming brand Reuzel launched within a week of each other. The E.l.f. collab, dubbed "Corpse Paint," launched on March 26 and sold out in 45 minutes. And on April 2, Reuzel dropped its $22.95 Severed Head Strong Hold Clay Pomade, infused with Liquid Death's mountain water. It also features imagery of a Liquid Death can on the packaging.
While mega brands like E.l.f Cosmetics and Tarte Cosmetics have publicly discussed how successful TikTok Shop is, the guaranteed success of TikTok Shop is still in question.
On March 5, Vacation built upon its Ulta Beauty distribution by entering select Target stores, with a focus on high-volume doors near college campuses. In 2023, the brand achieved 200% year-over-year sales growth, and it's projecting comparable growth this year. By the end of April, it will have launched six new SKUs in 2024.?
Béis, the Shay Mitchell-fronted luggage brand, has been growing at a rapid clip. As recently reported in Glossy, the brand reached $200 million in annual revenue in 2023, marking a 180% increase year-over-year. And, it expects 2024 to be even bigger. One key strategy driving its growth is simply listening to its community.?
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