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Good morning,
Here’s what you’ll find in today’s DTC:
💄 Y2K Nostalgia
Lancôme’s star-studded campaign.
🧠 Crafting Great Ads
Are these ad beliefs still valid?
📦 Daily Tariff Update
The EU fast tracks U.S. trade talks.
🐐 CeraVe’s New Mascot
Cements GOATed status with Gen Z.
You’re reading this newsletter along with new subscribers from: Luvee Leash, SouthernOm, and Bison Shield Coatings. 👋
🔮 Take A Sneak Peek Into The Future Of Customer Relationships
The future of B2C CRM is personal. 🤝
➡️ 74% of consumers expect more personalized experiences from brands in 2025. Yet, many brands struggle with disconnected tools that make deep personalization feel impossible. 😬
👏 The Beginner’s Guide to B2C CRM explains how to personalize every interaction to form customer relationships that drive serious growth. 📈
It starts by combining marketing, service, analytics, data, and AI in one place. ✨
Get this guide to find out how consumer expectations are changing, why consumer brands are moving away from traditional tools, and how the B2C CRM can help your business thrive. 💫
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💡 Lancôme Celebrates 25 Years of Juicy Tube With Y2K Campaign
Lancôme celebrates 25 years of its iconic Juicy Tubes by recruiting some of the most favorite 2000s celebrities.
The makeup brand teased its 'Juicy Kissing Web' campaign with this Instagram post featuring blurred-out photos of famous faces.
The campaign details:
The ad campaign kicked off with a video featuring actor Ed Westwick, best known for playing Chuck Bass in the original Gossip Girl TV series.
Westwick does an excellent job of reprising his iconic role as Chuck Bass.
He tells the camera that "The Upper East Side was built on three things: Scandals, secrets, and this…a status symbol," before showing a close-up of the product.
Lancôme's Juicy Tube was used as product placement during many memorable scenes between Chuck and Blair.
The viral video, with over 11 million views, triggered a week-long social media campaign featuring stars like Paris Hilton, Kelly Rowland, Chad Michael Murray, Rachel Bilson, Hilary Duff, and Mischa Barton joining in on the fun.
Why this campaign works:
Plays into nostalgia: The brand partnered with some of the biggest Y2K stars to remind followers how their best-selling product made a huge cultural impact on 2000s culture.
In each video, a celebrity mentions how the scent of the product transports them back in time, reminding audiences of the shows and movies they grew up with, such as Lizzie McGuire and A Cinderella Story.
Sparks a fun debate: The campaign doesn't take itself too seriously.
Westwick ponders about the most iconic accessory of the 2000s in the video, opening the door for further discussion on social media.
The takeaway?
Adding a bit of nostalgia to your ad campaign will surely delight audiences and remind them of the cultural impact of your product.
By releasing new star-studded content throughout the week, Lancôme kept 6.8 million of their followers glued to their screens.
Your morning routine: check ad performance, cringe at rising CAC, wonder how much longer this is sustainable. 🥲
Meanwhile, brands crushing it right now (think: Obvi, Solawave, Gruns) are doing what actually works: getting authentic people promoting products they genuinely love. 😍
AKA… Influencers! 💁♀️
😵💫 But managing even 30 influencers is a nightmare. The endless scrolling, desperate DMs that go unanswered, spreadsheet hell, and that constant question: "Is this even working?"
That's why you have SARAL, the Influencer Operating System. 🌟
Find perfectly-aligned influencers, streamline outreach, track every post, and measure actual ROI—all in one beautiful dashboard.
Imagine waking up to notifications of fresh UGC, watching your CAC drop, and building that marketing moat your competitors can't touch. 😎
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📦 Your Daily Tariff Check-In
Whether it’s a minor tweak or a major shift, we’ll keep you posted on the latest tariff changes—so you’re always in the know.
May 28, 2025 update:
This week's episode of the TWBERP podcast features a special guest, Aves, Lead Content Manager at Pilothouse and host of the new Ad-venturous podcast.
We discuss whether the boldest beliefs in advertising still ring true and put iconic marketing quotes to the test—from Mad Men-era mantras to algorithm-era hot takes.
In this episode, you'll learn:
✅ Why clarity beats cleverness: Clear subject lines and headlines work better when they directly state the offer.
✅ Specific claims are more effective: How testimonials, user-generated content (UGC), and customer data build trust.
✅ Prestige clouds perception: Disruptive brands like The Ordinary cut out the fluff and focus on quality over crafting a luxury image.
👉 Listen to the full episode with Aves here.
🌐 IN THE SOCIAL SPHERE
CeraVe reaffirms its position as the top or 'goated' skincare line for Gen Z by debuting a brand mascot.
The blue and white goat mascot, cheekily dubbed 'Sarah V,' is quickly taking over the brand's social media feeds.
⚡ QUICK HITS
📊 What can you do with better customer data? Decile customers saw decreased acquisition costs, higher ROAS, and an increase in LTR (to name a few). Take a tour of the product here. *
📅 EVENTS
Shopware Community Day 2025 - This one-day ecommerce conference aims to illuminate the future of digital commerce and shape its next 25 years through collaboration and shared knowledge.
📅 June 4, 📍 Cologne, Germany 💰 Register To Attend
AI and Big Data Expo - A showcase of AI and big data advancements across enterprise, consumer, and innovation applications with keynotes, demos, and panels.
📅 June 4-5, 📍 Santa Clara, CA 💰 $699
📰 NEWS
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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