eMarketer was pleased to moderate a Tech-Talk Webinar featuring ActionIQ’s Tamara Gruzbarg, head of customer insights, and e.l.f. Beauty’s Brigitte Barron, director of global CRM and customer growth. They discussed how e.l.f. Beauty is driving its D2C transformation and expanding customer loyalty.

The past year has been a whirlwind for many brands as they readjusted their marketing efforts to keep up with the changing landscape. One such brand, direct-to-consumer (D2C) company Peace Out Skincare, learned to be more nimble as it navigated a then-emerging platform—TikTok—and the Gen Z customers it caters to.

As Amazon raked in more than $11 billion in Prime Day sales worldwide, health and beauty product sales boomed on the platform. In a survey conducted by Numerator throughout the event, 28.0% of US Prime Day buyers said they made a purchase in that category. Consumer electronics also made a spark: 27.5% of respondents reported buying tech gear and gadgets.

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.

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.

Ulta Beauty and Estée Lauder have both deployed tools to allow consumers to virtually apply foundation, makeup, and other products. Ulta Beauty’s GlamLab had over 19 million virtual shade try-ons during the pandemic up to June 2020, according to the company’s chief digital officer Prama Bhatt.

Toto Haba, Senior Vice President, Global Marketing and Communications, Benefit Cosmetics. Benefit doesn’t use an agency of record model or have a roster of agencies always working. “We are opportunistic in working with agencies on an ad hoc basis when we have a specific campaign or when we think it’s necessary.

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.

Ulta Beauty and Estée Lauder have both deployed tools to allow consumers to virtually apply foundation, makeup, and other products. Ulta Beauty’s GlamLab had over 19 million virtual shade try-ons during the pandemic up to June 2020, according to the company’s chief digital officer Prama Bhatt.

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.

A number of local, D2C cosmetics brands—such as Perfect Diary, Florasis, Proya Cosmetics, Colorkey, and Judydoll—have attracted the eyeballs, and opened the wallets, of women in China during this beauty boom.

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.

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.