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Selling Smarter: How Data is Rewriting the Rules of Brand Marketing
Big data, algorithms and analytics have found themselves at the forefront of consumer spending and reach, with fashion and beauty brands selfishly tapping into their potential to market products and pursue newer audiences. This has also created a concerning reaction from a small but rapidly growing, active and vocal audience on how their data is being used.
Elvis Kachi
February 18, 2025
Marketing in fashion and beauty isn’t what it used to be. Gone are the days when brands relied purely on intuition, glossy campaigns, or the endorsement of big names in order to sell products. Now, data is running the show. It’s predicting what consumers want before they even know it, personalising every touchpoint, and turning social media into this very hyper-targeted shopping experience, enabling brands cut through the noise.
In 2024, TikTok Shops worldwide achieved a gross merchandise value (GMV) of roughly $2.5 billion from beauty and personal care sales, making it the merchandise with the highest amount of total sales made on the platform. However, while data effectively adds to the playbook of global giants, making marketing more efficient, it’s also raising big questions about privacy, trust, and the emotional side of shopping. So, what key areas does the future look like for brands trying to keep up?
Personalisation: When Brands Know You (Too Well?)
Have you ever noticed how your Instagram feed magically fills up with skincare products right after you Google “best serums for dry skin”? That’s data at work. Brands are using AI and machine learning to create hyper-personalised shopping experiences. Sephora’s Beauty Insider program recommending your next must-have lipstick and luxury retailers like Farfetch using AI-powered styling suggestions are just a few at the fore. It’s convenient, sure, but consumers are getting wary, asking questions like “at what point does personalisation start feeling a little too personal?”