As more brands enter the Beauty space and consumer demand evolves, success hinges on differentiation, strategic media investment, and full-funnel execution—capturing and nurturing demand from inspiration to conversion.  

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To meet shoppers on this new path of discovery, brands need to move beyond traditional funnel thinking and rethink how they plan across social media, retail media, and ecommerce.  

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By the time a shopper searches for a product, much of the decision has already been shaped by content, often on platforms like TikTok or Reddit. The challenge for marketing teams is no longer just capturing intent but understanding how discovery influences behavior across the entire journey.

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In Q1 2026, Grocery & Gourmet brands continued to invest and capture steady demand. Conversion strengthened, costs remained relatively stable, and returns held steady.  Beneath those gains, however, the operating environment became more complex.  Performance was less consistent across the quarter and more sensitive to changes in competition, visib...

Video has become a primary engine of discovery in retail media. But without a way to connect exposure to downstream actions, it remains disconnected from revenue. This is where demand-side platforms (DSPs) play a critical role. 

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