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Close Watch - Score 57: Hourglass Cosmetics hires new CMO with luxury brand expertise

Katie Welch, who served as the first CMO of Pandora Jewelry, LLC (first Western Europe, then North American brands). 

Adbeat reports HC has spent $17k on digital display in the past 730 days. In the past 365 days, the company spent $13k, which shows a new willingness to spend (an increase of $9k from the previous year). There was a spike in spend in August 2018 that reached $4.1k, so there could possibly be another spike coming soon in Q3. Top publishers have included variety.com ($11.2k), goop.com, reference.com, kmart.com and target.com. Most ads have been placed programmatically (90%) while 10% have been placed site-direct in the past 365 days.

Sellers -- This company has succeeded in pulling a largely Gen Z audience by touting a "cruelty-free" brand. According to StatSocial, 33% of their reached audience is between the ages of 18 - 24. About 29% of the audience is millennial. Most of their traditional audience is female with a wider Hispanic audience--20%. Though no print spend has been tracked, many audiences have been reached via print through fashion magazines (18%), per StatSocial. The largest percentage of reached audiences reportedly found the product via "how-to" videos on Youtube (42%). Plan digital and print space for the coming holiday season for HC.

Agency & martech readers -- As this opportunity presents itself as a "Close Watch," expect a possible review in the long term. Keep in mind HC lacks an AOR of any kind, so it wouldn't hurt to reach out for prospects in digital, creative, social or media business. The company tapped Gates Creative in 2017 on a project basis according to here).