Monday Performance Marketing Briefing 2026 WK 9

Key Stories

  1. Dove’s Reddit Pivot (Marketing Dive) 

    Dove launched its "r/eal Reviews" initiative, a paid campaign that replaces standard ad copy with unedited Reddit threads. This is a direct response to the "AI slop" saturating feeds. It signals a move where brands are essentially "outsourcing" their credibility to third-party platforms. 

  2. Clarins’ Utility-First AI (PR Newswire)

    While others use AI for images, Clarins debuted a new "Bio-Match" foundation finder. It uses diagnostic AI to match skin biology, not just color. This shift moves AI from a creative cost to a utility that reduces return rates for paid ads. 

  3. The Kevin Durant "Face of Legs" Viral Play (Marketing Dive)

    CeraVe capitalized on a resurgent meme about Kevin Durant’s dry skin by launching a "cultural responsiveness" ad set this weekend. It’s a textbook example of using "internet humor" to drive lower-funnel conversions. 

  4. Sephora’s K-Beauty "Masstige" Expansion (Boots UK Trends Report)

    With Laka’s official US debut on Feb 20, the trend of "high-concept, low-price" K-beauty continues to dominate retail media spend. 

Emerging Trends & Early Signals

  1. The "Anti-Algorithm" Creative (Who What Wear)

There is a growing trend of "Glitchy Glam." 

Early signals: from Pinterest and TikTok show a 100% surge in searches for "eccentric makeup" and "imperfect" aesthetics. For paid ads, this means high-gloss studio shoots are being replaced by high-contrast, flash-photography assets that look like a friend’s "photo dump." 

Potential Impact: Brands using "imperfect" UGC are seeing a 20-30% higher CTR than those using high-fidelity AI models.

2. Scent Stacking & Functional Fragrance (Pinterest Predicts)

Fragrance is no longer about "smelling good"; it's about "mood regulation." Searches for "scent stacking" recipes have increased fivefold this week. 

Early Signal: 37% of US consumers now cite "functional wellness" as a primary driver for perfume purchases. 

Potential Impact: Fragrance ads should shift from lifestyle "mood films" to educational "how-to-layer" carousels.

3. "Skintellectual" Longevity (THG Ingenuity)

The term "Anti-Aging" is officially being replaced in high-performing ad sets by "Proactive Longevity" and "Cellular Resilience." 

Early Signal: Boots reported a 400% increase in customers buying adaptogens (ashwagandha, ginseng) for skin health this week. 

Potential Impact: Campaigns focusing on "Barrier Health" are outperforming "Wrinkle Reduction" among Gen Z and Millennials.

Conversations Happening Now

  1. The "AI Slop" Backlash

    In Reddit forums, users are actively "clocking" AI-generated beauty models, calling them "uncanny" and "distrustful." The consensus? AI is great for the backend (data), but keep it away from the face of the brand.

  2. Founder-Led Documentation

    Industry voices like Alison Battisby are emphasizing that "Founders as Creators" is no longer optional. Brands like Grace Beverley’s are winning because they document the process, not just the product.

  3. Consolidation Wins

    Performance marketers are reporting that Meta’s Advantage+ is performing best when accounts are consolidated. Fragmentation is the enemy of the 2026 algorithm; fewer, better-funded ad sets are the current winning strategy.

Actions for Beauty Marketers

  • Audit for Perfection: If your ads look too polished, they look like "AI Slop." Inject "imperfection"—raw textures, real pores, and unedited lighting.

  • The Reddit Stamp: Test a "Reddit-style" ad unit. Use real community questions as your primary hook to build an immediate trust moat.

  • Utility > Aspiration: Move 20% of your creative budget into "Diagnostic Utility" (shade finders, skin quizzes) to capture the "intentional shopper" who is currently avoiding impulse buys.

  • Own the "Longevity" Hook: Rebrand your "Anti-Aging" products as "Cellular Resilience" or "Barrier Protection" to align with the current $15B longevity market.

Nikki Lindgren