Monday Performance Marketing Briefing 2026 WK 10

Key Stories

1. Schwarzkopf’s "Strategic Proximity" Pivot (Glossy) 

Schwarzkopf Professional has shifted its paid strategy from using "Celebrity Faces" to "Strategic Proximity," featuring the specific session stylists responsible for A-list red carpet looks.

  • Takeaway: Authority content (the "expert") is currently out-converting aspiration content (the "celebrity").


2. Unilever x Google Cloud "Creative Intelligence" (Marketing Tech News) 

Unilever finalized a partnership to use Google’s advanced AI to "accelerate next-generation marketing," using predictive data to dictate trending textures and colors before content production begins.

  • Takeaway: This signals a move toward "Data-First Creative" where algorithms dictate the aesthetic of the ad before filming.


3. The "Celebrity Beauty" Reckoning (Cosmetics Business) 

With the confirmed closures of Gwen Stefani’s Gxve Beauty and Drew Barrymore’s Flower Beauty (following Kate Moss’s Cosmoss liquidation), analysts are declaring the celebrity beauty bubble burst.

  • Takeaway: Paid media "trust premiums" for famous faces are declining; brands must pivot to product efficacy.


4. Paula’s Choice "The Long Game" (PR Newswire / Cosmetics Business) 

Paula's Choice launched a social-first campaign spotlighting female athletes over 65 (including a 100-year-old tennis player) to launch their CellularYouth Longevity Serum.

  • Takeaway: The shift from "Anti-Aging" to "Longevity" is now a core creative pillar for major heritage brands.

Emerging Trends & Early Signals

1. "Gimme Gummy" & Jelly Aesthetics (Pinterest Predicts)

Pinterest and NYX Professional Makeup just launched a "Gimme Gummy" pop-up in LA to showcase the Jelly Job gloss, moving away from "Clean Girl" minimalism.

  • Early Signal: Pinterest reports a 130% surge in "jelly blush" and 100% surge in "jelly candy aesthetic."

  • Impact: Creative should focus on "The Bounce Test"—showing physical formula elasticity—for higher thumb-stop rates.


2. "Glitchy Glam" (Anti-Algorithm Creative) (Pinterest Predicts)

A move toward "eccentric" and "weird" makeup looks that prioritize individuality over symmetry.

  • Early Signal: Searches for "eccentric makeup" are up 100%, while "avant-garde makeup editorial" has spiked 270%.

  • Impact: Replace high-gloss studio shoots with flash-photography "photo dump" assets for a 20-30% higher CTR.


3. Scent Stacking & Functional Fragrance (Pinterest Predicts)

Fragrance is shifting toward "mood regulation" and "niche collections."

  • Early Signal: Searches for "niche perfume collection" increased 500%; "perfume layering combinations" increased 125%.

  • Impact: Pivot fragrance ads from lifestyle films to educational "how-to-layer" carousels.


Conversations & Insights

1. The Death of "No-Makeup Makeup" (Glossy Beauty Podcast)

Lexy Lebsack and industry experts are discussing the end of the "Clean Girl" era. Performance data shows a move toward "e-glam" (efficient glamour) and bold pigments for a "full-face beat."


2. Clarins Utility-First AI (Glossy) 

Clarins recently reported a 70% conversion rate and doubled basket sizes in tests of their new diagnostic shade-matching technology.


Actions for Beauty Marketers

  • Audit for "AI Slop": If your assets look too perfect, consumers are "clocking" them as AI and losing trust. Inject raw textures and real pores into your Meta and TikTok feeds.

  • Rename "Anti-Aging": Update all ad copy to "Cellular Resilience" or "Skin Longevity" to align with the current search trends dominated by Gen Z "pre-juvenation."

  • Test the "Jelly" Hook: For lip/cheek products, use macro-video of the formula's texture (the "squish"). It is currently the highest-engaging visual hook on social.

  • Founder-as-Expert: If a celebrity is the face of your brand, shift the ad creative to focus on the chemist or lead stylist to regain authority-based trust.

Nikki Lindgren