Beauty Brands Trapped in Bottom-Funnel Cycle, Underinvesting in Future Demand

Most beauty brands are stuck in the same cycle, and it’s costing them future demand. Across the industry, budgets keep drifting toward bottom-of-funnel performance campaigns. Not because brands don’t believe in brand building, but because their measurement systems dramatically undervalue it. In the latest State of Beauty report, Fospha data shows that Last Click captures just 13% of beauty’s cross-channel revenue credit. Platforms like YouTube are undervalued by up to 98%, and Meta sees only 32% of its real impact reflected. When the data you rely on only rewards what happens at the bottom of the funnel, spend naturally follows, even if it means starving the activity that actually creates future demand. This is the bottom-of-funnel trap: - Legacy measurement undervalues impressions-led, demand-generating channels - Upper-funnel activity appears inefficient - Budgets shift to short-term capture - CAC rises and long-term growth stalls And beauty feels this more than most. Our new report shows how the brands outperforming today are breaking out of this loop - investing earlier in the funnel, measuring holistically, and capturing halo effects across Amazon and TikTok Shop. If you’re planning for 2026, this deserves a closer look. Download the report to see how leading beauty brands use upper-funnel investment to fuel stronger full-funnel performance. Link in comments. #Measurement #BeautyMarketing