eMarketer was pleased to moderate a Tech-Talk Webinar featuring ActionIQ's CMO, Leah Pope, along with panelists Ekta Chopra, chief digital officer at e.l.f. Beauty, Carrie Tharp, vice president, retail and consumer at Google Cloud, and Elizabeth Shaw, strategist and CMO Advisor. They discussed why marketers must unify external and internal silos to create a CX-centric organization.

The emergence of new companies selling direct online has been a big story for some time. Mattress brands Casper and Emma, luggage maker Away, beauty company Glossier, and garment retailer Happy Socks were among the first highly successful direct-to-consumer (D2C) firms, many of them based in Europe.

Sonika Malhotra, co-founder and global brand director of Love Beauty and Planet, speaks with eMarketer vice president of business development Marissa Coslov about the beauty brand’s marketing priorities, from building trust with its customers to making sustainability accessible.

Business Insider Intelligence research analyst Daniel Keyes and eMarketer principal analyst at Insider Intelligence Andrew Lipsman discuss how Amazon's Prime Day went and what to expect from holiday shopping this season. They then talk about miniature Ulta Beauty shops inside Target stores, the health of retail in 2021, and whether in-garage delivery can rival curbside pickup.

Junior Pence, CMO and creative director of Peace Out Skincare speaks with eMarketer vice president of business development Marissa Coslov about the brand’s marketing efforts during the coronavirus pandemic, including the surprise success of a viral TikTok video.

Cosmetics: The beauty brand recently partnered with gamer Loserfruit, also known as Lufu, for a series of makeup tutorials on Twitch.

Cosmetics Applied What It Learned on TikTok to Its Campaign on Triller. e.l.f Cosmetics was one of the first well-known marketers to embrace TikTok. Its 2019 #EyesLipsFace challenge, featuring a hip-hop song written expressly for the campaign, inspired users to submit 5 million videos that were viewed a combined 6 billion times.

The length of an SMS message is relatively limited, but companies like Tula Skincare are testing the use of MMS to include more content. It’s important for marketers to remember that SMS messages technically have a finite length of 160 characters.

Junior Pence, CMO and creative director of Peace Out Skincare, also believes that personalized communications are critical to successfully engaging with shoppers.

Cosmetics was what inspired the brand to join the platform. “We were seeing, without any effort or work from the brand side, that there was a pretty sizable organic presence that had already been built on TikTok,” said Gayitri Budhraja, vice president of brand at e.l.f. “There were over 3 million posts against the hashtag #elfcosmetics that we had absolutely nothing to do with.

Pre-pandemic, some consumers were showing interest in using AR to try on cosmetics. In December 2019 GlobalWebIndex research, 26% of US beauty buyers and 19% of those in the UK said they were interested in using an AR app to try on makeup.

We define consumer packaged goods (CPG) as food and beverage products, household products, packaged goods, tobacco, personal care, toiletries and cosmetic products.