- Consumer behaviour: how the new planned and selective shopper profile redefines the buying moment and demands smarter segmentation.
- Data and technology: how Blue Performance combined behavioural analysis and proprietary technology to deliver +185% revenue and +334% conversion growth.
- Retargeting and efficiency: intelligent programmatic media strategies that prioritise timing, personalisation, and brand safety — preparing the beauty sector for 2025.
Turning purchase intent into real results remains one of the biggest challenges in commerce and e-commerce.
In 2025, a Google study revealed that the Beauty and Fitness sectors are among the fastest-growing during Black Friday, showing a clear rise in consumer intent to buy.
According to the research, many consumers plan to stock up on cosmetics and beauty products during this period, taking advantage of promotions to prepare for future purchases.
This trend reinforces a key insight: beyond discounts, consumers now seek relevance, convenience, and trust in the brands they choose.
The Challenge of Standing Out During Black Friday
With so many brands competing for the same audience — many offering identical products — the real challenge is ensuring your brand is remembered and chosen.
Moreover, today’s consumers are more informed than ever: they research more, compare prices, and are exposed to multiple campaigns within days. In this environment, precision in message delivery is what separates recall from conversion.
A Data-Driven and Brand-Safe Strategy
Blue values brand integrity and a gradual scaling process, avoiding mass display campaigns that fatigue users.
This Brand Safety strategy uses proprietary technology to collect purchase-behaviour signals — always in compliance with LGPD and GDPR — without capturing sensitive data.
The focus lies on quality over quantity.
Blue identifies users who are closest to conversion based on metrics such as time spent on site, number of products viewed, and shopping-cart abandonment.
These insights enable precise impact at the right moment, increasing conversion rates and investment efficiency.
Results That Prove the Power of Programmatic Media
During Black Friday 2024, the Beauty and Personal Care sector demonstrated that data and timing are the perfect combination for success.
Blue conducted an analysis of 48 beauty campaigns run between October and November 2024 on its platform.
These campaigns achieved +185% revenue growth and +334% conversion rate increase, showing how data-driven strategies directly impact performance.
Revenue increased by 185% with only a 120% rise in investment, proving significant efficiency gains and smarter budget allocation.
In addition, the campaigns delivered +69% growth in click-through rate (CTR) and +58% in impressions, reinforcing the value of retargeting and personalisation strategies in an increasingly competitive market.
These results highlight the power of programmatic media, especially when combined with proprietary technology and behavioural analysis — the pillars that will continue driving growth in Black Friday 2025.
Three Key Learnings
- Understanding the purchase moment and engaging users at the right time makes a direct impact on conversions.
- Focusing retargeting investments on high-intent periods such as Black Friday maximises ROI and reduces waste.
- Planning campaigns around consumer behaviour, not just the calendar, leads to stronger and more sustainable results.
Beyond the Peak Sales Moment
Black Friday is more than a promotional event — it’s the opportunity to turn intent into real results.
With proprietary technology, a privacy-first mindset, and a focus on quality engagement, Blue helps brands grow with security, strategy, and performance.
