January, 2025 - Mason Interactive

The beauty industry is constantly evolving, and 2025 promises even greater shifts in how consumers discover, experience, and purchase their favorite products. From leveraging emerging platforms to rethinking personalization, the brands that embrace innovation will lead the pack. Here are three strategies beauty brands should prioritize in 2025 —and how we can help.

1. Go Big with Programmatic Advertising

Why it matters: Programmatic advertising allows brands to target beauty consumers with precision, serving tailored ads across websites, social media, and video platforms. It’s a cost-effective way to scale your reach while staying relevant.

A November 2024 study conducted by LG Ad Solutions [Beauty & The Screen: CTV’s Impact on Beauty & Grooming Shopping] found that:

Beauty/grooming shoppers are also CTV users. 90% of female beauty shoppers and 95% of male shoppers are CTV users, making CTV an ideal channel for brands to reach these audiences.

TV is an effective medium for beauty brands introducing new products. 43% of beauty shoppers learn about new products from TV ads, solidifying TV’s role in upper-funnel product discovery for beauty brands launching new products.

High spending beauty shoppers (who spend $250+ per month on beauty/grooming products) are highly likely to take action after seeing a beauty TV ad, making CTV an ideal platform to drive sales.

How we can help: Our programmatic advertising services ensure your beauty brand reaches the right audience at the right time. Using real-time data, we optimize campaigns for maximum performance and ROI.

2. Harness the Power of Video

Why it matters: Video content drives 85% of all internet traffic, and beauty shoppers increasingly rely on tutorials, reviews, and influencer endorsements when making purchase decisions. Platforms like YouTube and Instagram dominate this space, offering brands a chance to engage authentically.

Beauty content thrives on video platforms. In 2024, 72% of Gen Z and Millennial consumers reported watching beauty tutorials on platforms like YouTube and TikTok before making a purchase.

Short-form videos drive conversions. According to Wyzowl’s 2024 Video Marketing Report, 87% of marketers reported that short-form video leads directly to increased sales.

Influencer partnerships boost ROI. In a 2024 Influencer Marketing Hub report, beauty brands saw an 11x average return on investment when collaborating with influencers to create video content.

How we can help: Our creative team creates high-impact video campaigns and fosters influencer partnerships tailored to your target audience. Whether it’s YouTube pre-roll ads or TikTok collaborations, we’ll ensure your brand story resonates with the right consumers.

3. Master Omnichannel Excellence

Why it matters: Today’s beauty consumers shop across multiple touchpoints, from online platforms to in-store experiences. To stay competitive, brands must ensure a cohesive, connected experience that follows customers wherever they shop.

Omnichannel consumers are big spenders. A McKinsey report found that omnichannel shoppers spend 30% more per transaction compared to single-channel shoppers.

E-commerce continues to dominate. According to Statista, the global beauty e-commerce market reached $115 billion in 2024, projected to grow by 8% annually through 2027.

In-store experiences remain critical. A recent NRF study reported that 65% of beauty shoppers still prefer in-store shopping for the opportunity to test products before buying.

How we can help: We specialize in omnichannel strategies that integrate online ads, retail collaborations, and e-commerce. We’ll help you synchronize your digital and physical presence to create a seamless customer journey.

Set the Stage for a Successful 2025 with Mason Interactive

Let’s start the year strong—together. At Mason Interactive, we help brands strategize, execute, and measure impactful campaigns that drive results.

Ready to position your beauty brand for success? Connect with us to craft a strategy tailored to your goals.

Summary

Mason quadrupled Tayst Coffee Roasters’s bottom-of-the-funnel sales at no increase in cost, with our rigorous, methodical, ad-testing strategy. Our scientific methodology for digital advertising isolates and tests individual variables can dramatically improve campaign performance when marketing to finite remarketing audiences.

Challenge

The bottom of anyone’s sales funnel has a fixed, finite audience. In Tayst’s Case, it was defined as the last 90 days of website visitors + any who “added to cart” over the last year + engaged email subscribers.

Working with fixed audiences, advertisers face a critical efficiency challenge: Meta charges on a CPM based on reach and frequency, which are products of the finite audience size. Said another way, Meta charges for impressions regardless of performance, so every click is crucial to ROI. Tayst Coffee Roasters needed to maximize the value of their remarketing budget by generating the highest possible engagement from their existing audience.

Solution

Mason implemented a methodical, scientific testing process that isolated individual variables to measure their specific impact on ad performance. This approach included:

Baseline Testing: Created three distinct ad variations to establish performance benchmarks

Variable Isolation: Systematically tested one variable at a time:

Image variations

Copy variations

Color schemes

Call-to-action buttons

Implementation

The process followed five distinct phases:

Phase 1: Base Ad Testing

Developed three initial variations

Tested different combinations of imagery, copy, and CTAs

Identified winning ad with 0.5% CTR as a baseline

Phase 2: Image Optimization

Created variations of winning ads with different product imagery

Maintained consistent copy and CTAs

Improved CTR to 0.7% with optimal image

Phase 3: Copy Testing

Tested different messaging approaches

“A Revolutionary Single-Serve Pod” headline achieved 0.9% CTR

Demonstrated importance of value proposition clarity

Phase 4: Color Optimization

Tested green, orange, and light green backgrounds

Light green variation achieved 1% CTR

Showed significant impact of visual elements on engagement

Phase 5: CTA Refinement

Tested different button text variations:

“Shop Now”

“Start Your Journey”

“Taste the Difference”

Final optimization achieved 2% CTR

Results

The systematic testing approach delivered remarkable improvements:

Starting CTR: 0.5%

Final CTR: 2.0%

Overall Improvement: 300% increase in click-through rate

Cost per Click: Reduced by 75% (due to identical impression costs with higher CTR)

Key Learnings

Scientific Method Works: Isolating variables provides clear, actionable insights about what drives performance

Compound Benefits: Each optimization is built upon previous improvements

Fixed Audience Efficiency: With finite remarketing audiences, CTR improvements directly impact bottom-line efficiency

Measurable Impact: Systematic testing eliminates guesswork and provides clear ROI metrics

Conclusion

Mason’s scientific approach to ad optimization demonstrated that methodical testing and refinement can dramatically improve advertising performance, even within fixed audience constraints. By quadrupling CTR while maintaining the same impression costs, Mason helped Tayst Coffee Roasters achieve significantly better ROI from their remarketing budget.

This case study validates the importance of systematic testing in digital advertising and shows how agencies can deliver measurable value through disciplined, data-driven optimization processes.