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AUGUST 14, 2025 |
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Key stat: After beauty's social return on ad spend (ROAS) dipped to $1.90 in Q4 2024, the category saw a marked jump up to $3.50 in Q1 2025, according to a March report from Cart.com. |
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Beyond the chart: |
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56% of beauty executives worldwide expect increased customer scrutiny on perceived value for money is expected to be the biggest theme to shape the beauty industry in the next few years, according to March data from Business of Fashion and McKinsey & Company.
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Over a quarter of US Gen Zers (27%) and millennials (26%) consider skincare and beauty products to be a necessity, per an April survey from Credit Karma and The Harris Poll. |
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Use this chart: Marketers can use this chart as a beauty roadmap for post-tariff performance. They can create relevance, meet consumers where they scroll, and optimize for outcomes, not just reach. As budgets tighten and attention fragments, beauty’s resilience shows what’s possible with strong influencer platforms and the staying power of social media to keep trends alive and drive conversion. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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