Behind the Numbers: an EMARKETER Podcast Making Holiday Magic: The Secret to Beauty Brand Loyalty with Bluemercury | Reimagining Retail
Nov 5, 2025
Minyi (Minni) Su, Head of Marketing for Bluemercury, and Sky Canaves, Principal Analyst at eMarketer, dive into the holiday beauty scene. They highlight the importance of festive gifting trends and how brands can create loyalty amid discount chaos. Minyi shares insights on product diversification and full-funnel activation, while Sky emphasizes fresh content to combat holiday fatigue. They also discuss the significance of experiential rewards and personalized campaigns for building emotional connections with consumers.
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Holiday Demand Fuels Beauty Discovery
- The holidays combine festive occasions, gifting, and self-gifting to make beauty uniquely relevant.
- This season also prompts discovery as consumers seek new looks and reset for the new year.
Beauty Behaves Like Fashion
- Beauty products now behave like fashion with mood- and occasion-driven choices and limited editions.
- Brands use innovative formats and special packaging to drive trial and seasonal interest.
Rehearse All Year, Then Activate
- Prepare all year so holiday activations become the payoff for tests and learnings.
- Activate full-funnel messaging that highlights boldness, trust, and empowerment to win attention.