Wednesday, April 5

Today's DTC news, tips, & tools you need to know

April 05, 2023

💁🏼‍♀️ France cracks down on influencers

📰 TL;DR - The wild west of influencer marketing is getting some new rules in France. The National Assembly passed a bill that formalizes exactly what an influencer is and limits what they can do. Under the bill, influencers will have to disclose if they've used filters or photo editing. They also will not be allowed to promote cosmetic surgery, financial products and services, and counterfeit products. The bill's passage is not finalized but it's had strong support so far.

💡 Insight - Obviously, keep an eye on this if you work with influencers in France. But more than that, this points to some general trends in the influencer world. With the "deinfluencing" trend, I think consumers are more critical of exactly what influencers are promoting. As well, after "mascara gate" consumers may be warier of enhancements, whether with false lashes or filters. All that said, it's worth discussing the use of filters and edits with the influencers you work with. Wherever you fall on the issue, you should be on the same page.

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 🤖 How Stitch Fix leveled up with AI

📰 TL;DR - AI is all the rage in e-commerce right now, but Stitch Fix has built its entire business around it. This article digs into how the brand uses AI for everything from personalizing recommendations, to forecasting trends, to warehouse tasks. They even have an algorithm to predict how likely it is that a SKU will be purchased. That also means they have a lot of data. 

💡 Insight - This is a level of AI usage that doesn't happen overnight. One aspect that really stuck out to me is how they use AI to forecast trends. For example, they predict that in 2023 "cabincore" and "prep school" will see a surge. That's the kind of fun and unique data that could easily be shared in marketing and press releases that would actually attract attention and organic placements. 

 📦 Why L'Oreal snapped up Aesop

📰 TL;DR - L'Oreal has purchased Australian brand Aesop for a sweet $2.5 billion. The luxury beauty brand was created in 1987 and is the type of place where you can buy a candle for $110. What I actually want to link to, though, is this Twitter thread digging into how Aesop has set itself apart in a competitive market, from its branding to the in-store experience. 

💡 Insight - Aesop is a brand that knows what it wants to deliver: quality, minimalism, and functionality. They were also using natural ingredients and recyclable packaging before it was cool. In many ways, you can look at Aesop as a trendsetter in the beauty space. Granted, they've had many years to perfect the brand, but what would a tweet thread like this say about your brand? What makes you a trendsetter?

🤳🏽 A guide to social commerce

📰 TL;DR - Social commerce is allowing customers to make purchases from within social media apps, rather than driving them off the platform to your site. In 2022, social commerce totaled some $1 trillion in sales. I'm guessing you want a piece of that. This guide from WooCommerce goes over how to create a social commerce strategy.

💡 Insight - In fairness, some brands have been iffy on social commerce. Completing a purchase on Instagram removes the customer from the experience you've built on your own site, and means you're not collecting as much data. That being said, it seems foolish not to have these channels open given the opportunity. We know people love social media, and they love to use it as a starting point for shopping. In-app purchases make that process seamless. 

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