The cream isn't rising to the top.
Skincare brands need to differentiate themselves.
Did everyone have a nice weekend?
Warby Parker, Allbirds and Olaplex have successfully slashed digital advertising costs. Which helps the bottom line, but all three of them have historically found new customers from online advertising spending. Brick-and-mortar is one possible solution — Allbirds entered multi-brand retailers like Nordstrom and REI in 2021, while Warby Parker opened 59 of its own stores in the past year to entice customers. Olaplex is giving its retail partners samples to hand out in hopes of driving more traffic to its e-commerce site. Prayers for profitability for all the DTC brands reading this…
These are all different beauty brands:
I wrote about this briefly a few weeks ago, but I keep seeing this macro textural photography appear on my feed. What’s surprising, is that none of these are revolutionary — cream should look like cream. All creams (cosmetic, whipped, and whatever the hell you’re thinking) look the same. It’s rich, it’s white-ish, it photographs well. This style of photography is easy and it’s cheap, translates into luxurious, and it looks nice in the Instagram feed. On the flipside, it’s not a replacement for brand-building, because you could show me any of these and I’d have no idea what brand they were from. I’d be curious, though!