Marketing Strategy - 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.

As consumer expectations shift, fashion brands must innovate and adapt to meet their needs. Here are three strategies to help your brand stand out.

1. Redefine the Omnichannel Experience

Why it matters: Customers are shopping across more platforms than ever before—social media, eCommerce sites, physical stores, and even emerging channels. To thrive, fashion brands must diversify and expand their visibility.

How we can help:

Performance Tracking: With our robust analytics tools, we can measure performance across channels and optimize campaigns to maximize reach and ROI.

Channel Diversification: We help brands build a comprehensive marketing strategy that includes a mix of paid, organic, and owned media channels. This approach reduces reliance on any single channel, ensuring long-term growth.

Integrated Campaign Management: Our expertise in multi-platform campaigns ensures your brand maintains a consistent voice and presence, whether on Instagram, Google Ads, or your website.

How we helped Hampden achieve a 5.8X increase in revenue with Meta Shops

2. Embrace Personalization through Creative Excellence

Why it matters: Consumers expect brands to speak directly to them—offering tailored messaging and creative that resonates on a personal level. Personalization fosters loyalty and sets your brand apart in an oversaturated market.

How we can help:

Dynamic Creatives: Our in-house creative team can craft personalized, data-driven content that resonates with your audience, from dynamic ad designs to tailored email campaigns and landing pages.

Audience Segmentation: By analyzing your audience data, we craft targeted messaging and creative assets that connect with specific customer segments.

Testing and Refinement: Through A/B testing and real-time feedback, we ensure your messaging resonates and evolves with your audience’s needs.

How we helped Zamzows increase 188% in revenue MoM with personalized creative

3. Build Loyalty Through Memorable Experiences

Why it matters: Loyalty isn’t just about rewards—it’s about creating moments that retain customers. A positive brand experience can transform casual shoppers into lifelong advocates.

How we can help:

Experiential Campaigns: We design campaigns that go beyond digital ads, creating in-person and virtual experiences that immerse your customers in your brand story.

Engagement Strategies: Whether it’s an exclusive fashion pop-up event, interactive livestreams, or loyalty-driven contests, we help you forge lasting connections with your audience.

Multi-Touchpoint Journeys: By integrating experiential elements into your broader marketing mix, we help you ensure consistency and impact across every customer touchpoint.

How we helped Indosole establish a sustainable DTC funnel

By focusing on delivering value, prioritizing personalization, and staying attuned to evolving consumer values, fashion brands can attract and retain a loyal customer base in 2025 and beyond.

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

As we bid farewell to yet another exciting Black Friday and Cyber Monday (BFCM) shopping frenzy, it’s imperative to reflect on the performance metrics that shaped this year’s Cyber Week landscape. CPMs were up. Clients hit their goals. Our most successful clients diversified their media mix to reach customers where they are, thus achieving a lower blended CPM. The data speaks volumes, providing valuable insights to guide your brand’s future strategies.

Here’s a snapshot of key trends and takeaways from the BFCM advertising landscape:

Meta (formerly Facebook) Dominates, but at a Cost:

Black Friday: Year-over-year (YoY) CPMs surged by +15.1% to $29.30.

Cyber Monday: The upward trend continued, with CPMs rising by +14.4% to $32.29.

Takeaway: Unsurprisingly, advertising costs on Meta are on an upward trajectory. While the platform remains a powerhouse for reaching customers, brands need to factor in the rising expenses and optimize their platform strategies accordingly.

TikTok: Affordable Authenticity Shines:

Black Friday: YoY CPMs took a nosedive, decreasing by -33.6% to a cost-effective $10.91.

Cyber Monday: The trend continued, with a -7.5% decrease, bringing CPMs to $11.54.

Takeaway: TikTok emerges as a beacon of affordability, providing brands with a dynamic and authentic platform to engage shoppers. The significant drop in CPMs signifies an opportunity for brands to leverage TikTok for a cost-effective, diversified advertising strategy.

The Trade Desk: Efficiency Personified:

Black Friday: The Trade Desk stole the show with an impressive average CPM of $3.74.

Cyber Monday: Efficiency at its peak, with CPMs plummeting to an astonishing $1.75.

Takeaway: For brands aiming for efficiency without compromising reach, The Trade Desk proves to be a standout performer. With remarkably low CPMs, brands benefit from increased visibility, contributing to heightened Brand and Direct searches.

Key Action Items:

Diversify Platforms: While Meta remains influential, consider diversifying your ad spend across platforms like TikTok to capitalize on cost-effective authenticity.

Optimize Meta Strategies: Given the rising CPMs on Meta, focus on refining your targeting, creative, and bidding strategies to maximize the impact of your ad dollars.

Our audience technology allows us to do just that.

Explore The Trade Desk: If efficiency is a priority, consider allocating budget to The Trade Desk for a cost-effective approach that doesn’t compromise on reach.

The Trade Desk is a platform to buy premium advertising inventory via publishers and streaming services (CTV), in an extremely targeted and cost-effective manner.

We pay an annual fee of $200K for our seat at TTD so you don’t have to. 😉

The Path Ahead:

BFCM represents only 10% of the holiday shopping season. With December – and Q5 – upon us, it’s not too late to take advantage of consumer buying trends and meet customers where they are. Leverage the insights gained during BFCM to fine-tune your strategies, ensuring your brand remains top-of-mind throughout the entire holiday season.

Until next time ✌️

Contact us to schedule a free consultation with our digital experts, and take the first step on your journey.

Social media platform, TikTok, has taken the world by storm, with millions of users logging onto the app every day to watch short-form videos. However, the app has also faced scrutiny from various governments over concerns about privacy and security. Recently, there have been talks of banning the app altogether, which could have significant implications for businesses that rely on TikTok for their marketing and advertising strategy.

If you’re a brand or business that has invested time and energy into the platform, it’s important to ensure you’re diversified, and start planning for the possibility of a TikTok ban.

Here are some steps you can take to prepare for the reallocation of ad spend, content, and resources if TikTok gets banned:

Stay Informed

Keep yourself informed about any updates regarding the potential ban of TikTok in your country. This will help you make informed decisions about how you allocate your advertising budget, internal resources, and content strategy.

Explore Alternative Platforms

Start exploring other social media platforms that may be able to fill the void left by TikTok. Depending on your target audience, platforms like Instagram Reels, YouTube Shorts, or Snapchat may be viable alternatives. Hint: You should probably be across these platforms, too!

Review Your Content Strategy

If TikTok is banned, you’ll need to adjust your content strategy to ensure you’re still able to reach your target audience. You may need to produce different types of content or focus on different messaging. If you are working with influencers or content creators on content ideation and opportunities, talk to them about cross-platform opportunities.

Reallocate Your Ad Budget

If you do lose access to TikTok, you’ll need to reallocate your advertising budget to other platforms. Based on competitive research and analysis, you can determine which platforms are the best fit and adjust your spend accordingly. If you’re unsure of how to prepare, we can help!

It’s worth noting that these steps are simply precautionary. We don’t know for sure if TikTok will be banned, and if it is, we don’t know when that will happen. However, by taking these steps now, you can be better prepared to adjust your strategy if necessary.

Summary

In conclusion, if TikTok gets banned, it’s not the end of the world. There are other social media platforms that can still help you reach your target audience, and by staying informed and being prepared, you can make a smooth transition to those platforms. So don’t panic – plan ahead and be ready for whatever the future holds. Reach out to our team if you’re interested in exploring new ways to get in front of your target audience, and reach new customers.

There’s nothing like connecting with like minded people, discovering new brands, and learning about unique success stories IRL. In a post-pandemic world, the days of congregating in musky hotel lounges are kind of over. We came across GROW a few years back, and sponsored one of their in-person events in 2021. It’s safe to say that their events have come a long way.

Fast forward to 2023, their small but mighty team has set the stage for the future of retail conferences. The curated – and highly vetted – experience is created with the new era of founders and marketers in mind.

I recently attended their Spring conference in Los Angeles. Here are my top five takeaways for e-commerce brands looking to stay ahead of the game in 2023.

Storytelling Is The Future Of Marketing

Whether your brand is big or small, you’re competing for the same eyeballs as Nike or Sephora.

Consumers are overwhelmed with content, and brands that develop engaging ways for their customers to identify with their story or products are much more likely to stand out. Storytelling humanizes the brand and allows people to relate to it on a deeper level. By creating a compelling narrative, a brand can differentiate itself from competitors, build trust and loyalty with customers, and ultimately increase sales.

Jake Karls, co-founder of Mid-Day Squares highlighted that “storytelling is the vehicle to grab the consumer’s attention today”. Brands need people to opt in, and ultimately want to be a part of the conversation.

If I show you a picture of a chocolate bar that’s vegan, gluten free – you’re going to scroll by it because it doesn’t matter to you. It doesn’t have meaning. If I tell you a story about how our machine broke down, and it caused this whole domino effect of problems, you’re involved – you’re part of that story. That makes you feel like you’re buying a product that you actually care about, and that you are a fan of.

Jake Karls – Mid-Day Squares

Double Down on CRO

There’s more to conversion rate optimization than making minor adjustments to your product detail pages. As more and more businesses invest in CRO, those that don’t risk falling behind.

From leveraging post purchase surveys, to compiling reviews and making sense of social listening reports, applying customer insight or feedback is one of the countless ways that brands can drive meaningful impact to better meet customer needs, stay competitive and maintain market share.

Through CRO testing, brands can gain insights into how their customers behave on the website, what they like, and what they don’t like. This information can be used to inform other marketing efforts, such as content marketing and social media.

Content Marketing (In Context)

Content has and continues to evolve, and it’s no secret that brands are finding it hard to keep up. Brands need to take a strategic approach to creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Need a little motivation? Compile a list of all of your content, and categorize it by product. Then walk through your website as if you were a customer, and pay attention to where people might get stuck.

The meaning of content in context can vary depending on the brand and the audience it’s trying to reach, and making updates by adding (or removing) content accordingly can help brands to attract, engage, and retain customers.

Building Meaningful Partnerships

Pay-per-post is out. Sliding through a content creator or public figure’s DMs is in. The space between brands and “influencers” has become increasingly gray, and brands need to develop authentic relationships that last.

For canned-water company Liquid Death, a viral campaign with Tony Hawk is just as valuable as a gifting opportunity with a YouTube personality who speaks to a niche market. In either case, their most successful partnerships are born when there’s a mutual understanding of creative control, and the expectation is rooted in freedom of expression and trust.

By working with the right ambassadors and influencers, brands can reach new audiences, generate high-quality content, and build trust and loyalty with customers.

Growth at all cost is over

Finally, efficiency was a recurring theme that can’t be overlooked. Brands can, and should, be leaning more into profitability by reducing expenses, increasing efficiency, focusing on high-margin products and services, pricing strategically, and increasing customer retention.

By focusing on retaining existing customers, who are often more profitable than new customers, brands have the opportunity to emerge stronger on the other side. This can involve improving customer experience, offering loyalty rewards, and developing targeted campaigns. One panel highlighted that looking at lifetime value (LTV) based on sales channel or product can offer insight into where to invest in your expansion plan. Think: segmented and aggregated.

In conclusion, there has never been a more exciting time to be in digital, and brands have a unique opportunity to engage customers in a way that hasn’t been adopted industry wide. The rules and status quo are out the window, and those that are looking to stay ahead of the game in 2023 should focus on storytelling, post-purchase insights for CRO, building meaningful partnerships, and evaluating existing infrastructure to lean more into efficiency.

See you at GROW NY on July 11th 😉

The economy is slowing, and it costs more to advertise online, but we do have clients who are successfully navigating this environment.

July’s GPD report shows that the United States Economy is slowing. Consumer spending grew at its slowest pace since the first initial months of the pandemic, as Americans bought fewer cars, couches and other products.

At the same time, the Cost to Advertise online is rising. Our Aggregate Client portfolio CPM is up by 16% Year over Year, and Cyber-Five Week was up close to 40% in ’21 vs ’20.

So there is no doubt that we are in a challenging space.

Here are three commonalities we see across winning brands in our portfolio:

For a longer description of this, please check out YouTube channel.

Winning clients are using Promotions to entice new users. Nobody wants to be in a promotional environment, and not all successful clients are relying on promotions, but every client leveraging promotions, is closer to hitting their goals. It is true that given A) the rising CPM’s and B) the economic environment, consumers are searching for promotions.

Winning clients are Bundling their products to increase AOV (Average Order Value). Clients are bundling starter kits, bags, curated selection of sets, treatments, and more. By increasing Order size, these clients are driving more profits.

Winning Clients use Product Launches to give the impression of “Newness.” The clients we see with the most success, have either A) a cadence of new launches or B) the impression of a cadence. By which I mean, it’s best to have a monthly or quarterly new product launch. But if you don’t have this cadence, you can give the impression. For example, you could bundle your red and brown shirts in the fall as a Seasonal Launch. Or a heartier flavor soup in the winter, the same way.

So while we do face strong economic headwinds in the face of rising CPM’s and a decline in consumer spending on goods, the clients who are being most successful leverage all three of the above tactics: Promotions, Bundles, and Newness.