Female Millennial Opps: Hourglass Cosmetics taps new CMO (Score 60)

News: As of July 2022, Brooke Blashill is the new CMO at Hourglass Cosmetics.

  • Blashill previously served as the global CMO at Elite World Group.
  • She succeeds incumbent Charlotte Watson, who parted ways with Hourglass in January 2022 after having served as CMO for two and a half years.
  • The brand is likely to:
    • Continue increasing ad spend
    • Seek new influencer partnerships
    • Seek brand-specific agency partners for Hourglass
  • Target demographic: Millennial women

Additional spending insights:

  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, Hourglass has spent approximately $568k on digital ads, 36% more than the approximately $417.9k spent by this point last year.
    • YTD data: The brand has earned ~65.2m digital impressions YTD via Facebook (42%), Instagram (35%), desktop display (19%), and mobile display (4%) ads.
      • Hourglass has placed this year's desktop display ads site direct onto whowhatwear.com.
    • Last year: The brand spent roughly $619.8k on this channel in 2020, 24% less than the roughly $811.5k spent in 2020.​​​​​​​
  • ​​​​​​​As you can tell by the video above, Hourglass also works with influencers such as dancer and author Twyla Tharp and actress Destiny Wimpye.

Additional agency insights:

  • Opportunity: Get in touch soon to offer brand-specific support for Hourglass.
    • ​​​​​​​An advantage will go to those able to offer expertise in the consumer goods industry
  • Current agency roster:
    • ​​​​​​​No current brand-specific agency partners yet confirmed
    • View parent company Unilever's full roster here.

Insight Sources: Digital spend insights estimated by Pathmatics.