Female Gen-Z Opps: BeautyBlender taps CMO amid skyrocketing digital spend (Score 65)

Plant-based cosmetics company Beautyblender, also known as Rea.deeming Beauty, selected Tomoko Yamagishi-Dressler as its new CMO in May 2021. Previously the marketing and sales SVP at Shiseido Americas Corporation, Yamagishi-Dressler replaces Matan Gelberg; Gelberg served as BeautyBlender's CMO for about a year before departing around a year ago.

Since this hire shows a return to a higher focus on marketing efforts, I expect BeautyBlender's spend to continue rising as a result.

According to Pathmatics, this company has spent roughly $319.3k on digital ads YTD, over 6x the roughly $47.4k it spent within the same 2020 timeframe. BeautyBlender's estimated full-year 2020 spend of $106.6k more than doubled that of $46.2k in 2019. So far this year, it has earned ~40.3m digital impressions via Instagram (83%) and Facebook (17%) ads.

Additionally, Magellan reports BeautyBlender has aired ten podcast ads within the past 12 months; these aired during female-oriented podcasts.

The company is currently targeting female Gen-Z via paid social and podcast advertising, which could lead it to make a foray into OTT advertising as well. Considering Gen-Z's relative willingness to spend more money on sustainability-focused brands, BeautyBlender's plant-based products have a leg up on those of competitors.

Agency & martech readers - Get in touch sooner rather than later to see what partnerships are possible under BeautyBlender's new CMO. The company currently works with MissJ (project management, campaigns and activations, content creation and influencer and social media management) and has also received project-based assistance from JumpCrew in the past. BeautyBlender seems to handle most creative in-house.