Beauty's social return on ad spend improved significantly from $1.90 in Q4 2024 to $3.50 in Q1 2025. A survey indicates that 56% of beauty executives predict increased customer scrutiny on value for money will shape the industry. Additionally, 27% of US Gen Zers and 26% of millennials view skincare and beauty products as necessities. Marketers are encouraged to leverage insights from this data to enhance post-tariff performance and optimize marketing strategies amidst budget constraints and shifting consumer attention.
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.
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.
Over a quarter of US Gen Zers (27%) and millennials (26%) consider skincare and beauty products to be a necessity.
Marketers can use this chart as a beauty roadmap for post-tariff performance, creating relevance and optimizing for outcomes.
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