
Amazon bets on K-Beauty, Ulta Beauty embraces Squishmallows, and 3 Glossy Pop Award winners share their campaign success secrets
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Oct 2, 2025 Leslie Ann Hall, Founder and CEO of Iced Media, shares her insights on the successful TikTok strategy behind MoroccanOil’s fragrance launch, emphasizing social commerce dynamics. Dana Paolucci, Dove's Head of PR, discusses the impactful community-driven approach of the Dove x Crumbl Cookies campaign, which generated substantial user-generated content. Lastly, Nilofer Vahora, CMO at Amika, reveals how their Superfruit Star launch blended cultural storytelling and professional credibility, driving impressive engagement and awareness.
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Viral Toy Enters Fragrance
- Squishmallows launched a fine fragrance line sold at Ulta targeting 14–24-year-olds with nostalgic atomizer packaging.
- The move shows viral toy brands can successfully extend into beauty and capitalize on Gen Z collectibility.
Coty Prioritizes Fragrance
- Coty is doubling down on fragrance and may sell legacy makeup brands to focus on higher-performing fragrance lines.
- Fragrance is performing while mass makeup lags, signaling strategic portfolio shifts among conglomerates.
Goop's Mass Experiment Falters
- Goop's mass diffusion Good Clean Goop underperformed and has mostly shuttered, while Goop Beauty moved into Ulta with higher price points.
- A celebrity diffusion line can fail even amid category growth if it doesn't clearly differentiate or gain traction.
