ClickZ Haircare Newsletter - 09.05.2024

PLUS: Jen Atkin's hair-boosting powder and the $94 billion celebrity hair care gold rush.

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ClickZ
September 05, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

Nicky Clarke is shaking things up at New York Fashion Week, teaming up with SFWRUNWAY for a two-day extravaganza on September 11 and 12, 2024, at The Ivory on Park in Brooklyn. This marks the third season of their collaboration, proving that Nicky Clarke is all about supporting hairstylists and pushing the envelope in the fashion world. SFWRUNWAY, known for its inclusivity and creativity, will feature over 30 brands in five showtimes, celebrating fashion, art, and cultural diversity.

Tianna Dilligard, SFWRUNWAY's Beauty Director, handpicked Nicky Clarke to be the official hair tool sponsor. Expect to see their AirStyle PRO and the new InfraRed PRO flat iron in action. Dilligard, a seasoned pro, will lead a team of 55 artists to ensure every look is on point. "In the fast-paced world of Fashion Week, we need products that deliver exceptional results quickly," she said. "Nicky Clarke's tools are top-notch and work wonders on all hair types."

Day 1 kicks off with Maison Diaspora, celebrating African designers, followed by NYFW CURVE, a plus-size collective promoting body positivity. The day wraps up with the Streetwear Collective, where fashion meets art. Day 2 features the Latin Designers Collective, showcasing bold Latinx creativity, and ends with Black in Fashion Encore, honoring Black pioneers in the industry. Naomi Alabi, SFWRUNWAY's founder, also champions emerging talent through Creator Connect, a nonprofit supporting young designers.

Celebrity hairstylist Jen Atkin collaborates with Vital Proteins to launch Hair Complex, an unflavored powder promoting hair health. The product, featuring collagen peptides and Lustriva, is easy to use and fits into daily routines. Atkin emphasizes proactive hair care and plans to create educational content around the product.

Celebrity-founded hair care brands, including those by Rihanna and Blake Lively, are entering a booming market projected to reach $93.74 billion in 2024. Despite mixed reviews and industry fatigue, these brands could thrive if they offer something unique and maintain authenticity beyond initial launch buzz.

Industry Appetisers 🥨

Fresha has secured a $31 million venture debt facility from JP Morgan to expand into new markets and enhance its AI-powered platform. This funding will help beauty businesses streamline operations and connect with more customers, offering subscription-free software and embedded payment processing.

The article discusses the trend of manscaping among men, highlighting diverse opinions. Some prefer natural body hair for its aesthetic and sensory appeal, while others favor grooming for cleanliness and beauty. The piece also challenges stereotypes about gay men, emphasizing the variety within the community.

Performance Platters 🍽️

In August 2024, TikTok and Amazon teamed up for a seamless shopping experience directly within the TikTok app. This timely partnership, coming just before the Q4 shopping season, leverages TikTok's massive user base and Amazon's e-commerce dominance.

But how will it impact brands?

A major challenge for brands is measuring the halo impact of social media interactions on Amazon sales, as Amazon's data exists in a walled garden and relies on a last-click attribution model, potentially overlooking external contributions that drives product discovery.

The partnership highlights the need for more holistic marketing measurement solutions as the line between social media and e-commerce blurs.

Google's digital ad revenue is growing rapidly, outpacing Microsoft's. In 2024, Google's US ad revenues are projected to hit $77.49 billion, driven by its search dominance. However, a US ruling against Google's search monopoly could shift market dynamics. Marketers should consider investing in leading search platforms.

B2B marketing teams are rapidly adopting AI and ML, with 25% using these technologies in production. Leading adopters, primarily in tech-savvy industries, face challenges like data privacy and talent gaps. Despite hurdles, AI enhances content generation and operational efficiency, with 81% using GPT models like ChatGPT.

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