ClickZ Haircare Newsletter - 08.29.2024

Great Many's $3.6M boost for hair loss solutions while Sally Beauty and Underlining launch new haircare brand for 'hair cycling' trend

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ClickZ
August 29, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

Underlining, the Miami-based beauty brand developer, has teamed up with Sally Beauty to launch Freewill, a customizable haircare brand designed for the hair cycling trend. Debuting on August 1, Freewill offers eight product lines with 32 products, all crafted with clean ingredients. Hair cycling, akin to rotating skincare products, aims to address various hair needs, promoting overall hair health. Raz Romanescu, CEO of Underlining, emphasized that Freewill's focus on personalization and eco-friendly formulations sets it apart from competitors.

Freewill's launch taps into the growing consumer demand for personalized and holistic beauty routines. The brand's customizable approach begins with a quiz to tailor products to individual hair types and concerns. Available on Freewill's website, Sally Beauty stores, Amazon, and TikTok Shop, the brand aims to be a one-stop-shop for all hair needs.

Responding to the clean beauty trend, Freewill uses non-toxic ingredients, appealing to consumers wary of harsh chemicals. The meticulous research and development process, spanning over a year, ensured high-quality and effective products. Romanescu highlighted the synergy between Underlining and Sally Beauty as a key strength in delivering this innovative hair-cycling product line.

Looking ahead, Freewill plans to evolve with trends, continually offering innovative products that meet changing consumer needs. Positioned at the intersection of customization, clean beauty, and holistic hair care, Freewill is well-equipped to cater to modern demands."t making Colgate-Palmolive a trusted name in personal and home care.

Photo: Omer Knaz

Perfume sales have surged post-pandemic, showing double-digit growth and reaching $64.4 billion globally. The trend is driven by increased self-care and a shift towards premium products, especially among younger consumers. Despite potential limits, the market remains robust, with prestige fragrances outperforming mass-market options.

Great Many raised $3.6M in a pre-seed round to make hair growth solutions more accessible. Led by BrandProject, the funding supports a flagship studio in NYC and a new product line. The company offers personalized hair growth plans, telehealth services, and aims to destigmatize hair loss conversations.

Industry Appetisers 🥨

Colgate-Palmolive's European Media Lead, Sabrina Mucig, emphasizes the importance of premium content in building brand trust and engagement. By leveraging insights and strategic sponsorships, the company enhances its reach and ROI across diverse markets. Investing in premium media ensures brand safety and drives business growth through strong ROI.

Estee Lauder Companies reported a 2% decrease in FY24 net sales, primarily due to challenges in China and Asia travel retail. Despite this, the company is optimistic about FY25, focusing on strategic shifts, including e-commerce expansion, high-end fragrance growth, and cost optimization to drive future profitability.

Performance Platters 🍽️

TikTok is revolutionizing peak season marketing, driving engagement and conversions through its unique blend of community, commerce, and entertainment. Brands should adopt a full-funnel approach, leveraging TikTok's advertising solutions to capture attention and influence purchasing decisions. This strategy promises significant business outcomes during the festive season.

B2B marketers in North America and Europe plan to boost social media and video content this year, driven by Gen Z's digital habits. Short-form social videos are seen as high ROI, with LinkedIn video uploads set to rise 45% YoY. This trend underscores the growing importance of video in B2B marketing.

Beauty brands like ColourPop, Smashbox, Curology, and Dr.Jart are leveraging new e-commerce platforms such as TikTok Shop and Amazon's Premium Beauty Store. These strategic expansions highlight the industry's shift towards digital and direct-to-consumer channels, emphasizing convenience, accessibility, and the importance of social commerce.

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