The Bears Berlin

🛍️ Black Friday 2024: A Tale of Two Beauty Giants – Douglas vs. Glossier, Inc. The BF marketing battlefield separates the good from the great. Let’s break down how two powerhouse beauty brands, Douglas and Glossier, tackled this high-stakes event—what worked, what didn’t, and what we can learn.    Douglas – The European Beauty Giant ✅ What Topped: •⁠ ⁠The dedicated Black Friday Landing Pages simplified navigation and made all BF deals easily accessible. •⁠ ⁠Special tab with Social Media Hyped  & Trending Products triggering the FOMO factor, scoring social proofing and SEO ranking benefits. •⁠ ⁠Picking up on the EGC-style Social Media Content trend for enhanced attention and engagement - SCORE! •⁠ ⁠Holiday Kickoff with Influencers: An early-season holiday getaway with micro and macro influencers added an emotional and shareable element to the campaign.  •⁠ ⁠Early bird access to BF sale for Douglas members to provide exclusivity and urgency. ❌ What Flopped: •⁠ ⁠Inconsistent Offers: constantly changing offers without clear communication caused confusion and frustration → Building transparency on the offers would help build anticipation and drive engagement. •⁠ ⁠Full-Priced Products on the BF Page: This misstep diluted the purpose of a dedicated Black Friday hub and risked customer trust. → Make sure only discounted items appear on your BF landing page to enhance transparency and credibility. •⁠ ⁠Rolling-out Black Friday content on social media way too late. → This year we have witnessed the majority of brands rolling out their offers at least a week before the actual Black Friday.  Score: 7/10  Glossier – The Disruptive U.S. Beauty Darling ✅ What Topped: •⁠ ⁠A clear announcement of their "Only Sale of the Year" with a straightforward up-to-30%-sale created urgency and exclusivity of the offer. •⁠ ⁠Social Media “24-hours only” urge used right: seamlessly driving traffic and conversions through optimized social strategies. E. g. a three-day special offer promoted exclusively on IG stories, incorporating shopping links in the stories •⁠ ⁠Aligned Campaigns: Unified messaging across platforms ensured consistency and trust throughout the customer journey. •⁠ ⁠Launching limited edition lip-duo exclusively for the BF season   ❌ What Flopped:   •⁠ Social content missed the mark with offers being mentioned only in captions. → Don’t be afraid to incorporate clear promotional language in your creatives during such communication-busy times. Your audience is hungry for special deals and will be grateful if you make it easy for them to find your deals.  •⁠ ⁠Lacking transparency on sale end day → Tick all the boxes for key information such as sale dates, offers details, limited or sitewide, T&C, etc. The more transparent you communicate - the better. Score: 8/10  ⬇️Swipe into images for the visual inspo and key takeaways of this battle.   Follow The Bears Berlin to get the wildest marketing updates 🐻

Black Friday 2024 Wins: Two Brands, Two Opposite Strategies - Both Brilliant. Success secret: Both perfectly aligned with their brand values and target audience. 🧴 DECIEM | THE ABNORMAL BEAUTY COMPANY mother of Ordinary Skincare Co Flipping the Narrative with Slowember Rather than diving into the Black Friday frenzy, Deciem group introduces Slowember, offering 23% off throughout November. • Why it works: By rejecting the rush and encouraging mindful shopping, they built trust and reinforce their commitment to authenticity and sustainability. • The result: A strategy that spreads demand, reduces operational stress, and resonates deeply with conscious consumers. 🏋️♂️ Gymshark Embracing the Hype with Wishlists and -70% Sales Gymshark took the opposite route, leaning fully into the Black Friday buzz with massive discounts and a Wishlist feature for shoppers to plan ahead. • Why it works: The wishlist drives engagement and anticipation, while their discounts tap into urgency and excitement. • The result: A sales surge, stronger customer loyalty, and an optimized shopping experience. Topped up with the possibility to retarget wishlist creators, encrease email sign-ups and app downloads. ✨ Key Insight: Both brands nailed it by staying true to their core values. The Ordinary spoke to mindful shoppers; Gymshark fueled the deal-hunter’s excitement. In a world of endless campaigns, #authenticity is what makes people stop, engage, and remember. Which approach do you think resonates more with today’s consumers?