Consumers were more likely to open emails related to public events than those offering discounts. Personal-care brands in 2021 shifted the landing pages for their display ads, directing an even bigger
share of web visitors to Target than to Amazon for fulfillment.
Among the top 22 market-share holders in skincare, 17 are publishers or informational websites -- capturing 62.34% of available search traffic.
Backed by new consumer research showing seven in ten people feel the word "normal" creates a negative connotation, Unilever announced it will no longer use the word in its advertising, packaging and
other forms of marketing communications.
Location ad company GroundTruth just released research on ecommerce conversion rates and data on how in-store visits impact overall online and offline purchasing, providing Q3 ad estimates as
advertisers prepare for the holidays.
Consumers are rethinking their discretionary spending habits. About 64% say they're planning to cut their total spend and 55% say they will cut at least 10% to 20%. One-third of consumers in the U.S.
will cut between 30% and 40%, and one in five may slash their budgets by 50% or more.
Overall demand for consumer packaged goods has soared 13% since the pandemic began through the week of April 12, with some categories spiking even higher and some beginning to wane, a nifty new demand
index being released by IRI today finds. The aptly named "IRI CPG Demand Index" is a dynamic database providing a weekly index of actual consumer CPG demand benchmarked against actual sales for the
prior year period.
With so many options, do consumers still fall in love with their brands? Is there loyalty or are people just looking for the next best deal? Beardbrand founder, Eric Bandholz's, believes it's the
former. His plan was to build a brand that his target market identified with right away. So staying true to his commitment to making men "awesome" and a prolific YouTube strategy, Beardbrand quickly
became the go-to source for the underserved bearded community.
Having a quality product isn't always enough. Today's consumers are holding brands to a higher standard, and it's not enough to support a cause and then be done. Consumers are looking for consistency
from their brands. Dove's #ShowUS campaign reflects that.
Struggling to capture the attention-challenged Gen Z consumer? Be concise, engage and video, video, video. That's why e.l.f. cosmetics launched their first hashtag campaign on TikTok in a rebranding
effort to reach the newly influential audience. The beauty brand wanted to connect with Gen Zers in a way that was platform native, so they did something that had never been done before.
Beauty advertising, long associated with glossy magazines like Conde Nast's 'Vogue' or heavy TV ad spending, has begun shifting quickly to other forms of media -- especially digital, according to
just-released estimates from Publicis Media's Zenith unit. TV's share of the beauty ad category, which dipped below 50% of budgets for the first time in 2016, will decline to just over a third of the
category's ad spending in 2021, according Zenith's revised Beauty Advertising Expenditures Forecast. While declining precipitously, that's still a much higher share of beauty category spending than
Zenith's estimates for TV's share of total ad spending for all categories in 2021: 27%.
In a new report, the agency notes there has been a shift in beauty spending in recent years as magazines and television -- traditionally favored by brands-have lost audiences to the internet.
Research shows beauty buyers are hungry for information and representation, Teads' Lauren Douglass tells "Marketing Daily."
On the day of the launch #TakeTheTime represented 45% of all conversations on paternity leave even though there was a major news piece regarding the legislation at the same time.
When Eric Bandholz started Beardbrand in 2013, his goal was to provide tools for men to feel confident about growing their beards.
Going through a U.S. repositioning, Rimmel discovered its highest-volume customers weren't Caucasian or blonde, but Hispanic or African American,
To bring the survey to life, the TODAY Brand Studio filmed a series of poignant interviews where women discussed what beauty means to them.