10 Ways Skai Supports Beauty Brands in Excelling at Retail Media

Retail media presents a powerful opportunity for beauty brands to drive sales, enhance visibility, and connect with highly engaged shoppers. However, managing campaigns across multiple retailer networks, optimizing performance, and measuring impact can be challenging, especially given beauty consumers’ diverse paths to purchase and high expectations for personalized experiences. 

To address these challenges, Skai provides a unified retail media platform designed to simplify these complexities, helping beauty marketers effectively seize opportunities and deliver measurable results.

Beauty marketers face intensifying competition, rising advertising costs, and the challenge of navigating an increasingly complex skincare path-to-purchase. Consumer preferences shift rapidly, making trend-driven targeting and omnichannel activation essential for sustained growth. Skai empowers beauty marketers with precision tools, AI-driven insights, and first-party data, equipping them to execute full-funnel retail media strategies that engage beauty shoppers at every stage.

In today’s post, we share ten ways Skai supports beauty brands in excelling at retail media, leveraging insights from our 2025 State of Retail Media report to highlight key strategies for success.

Simplify your cross-retailer campaigns

Retail media networks (RMNs) have become a cornerstone of beauty marketing, but managing campaigns across multiple retailer platforms can be resource-intensive and lead to fragmented strategies. Today, retail media marketers work with an average of 7 RMNs, but that number is expected to balloon to 11 by the end of this year. Without a unified approach, beauty marketers risk inconsistencies that weaken brand equity and reduce efficiency. 57% of marketing leaders are prioritizing platform consolidation to address this complexity and streamline retail media management.

Skai’s centralized campaign management streamlines cross-channel synergy, allowing beauty brands to launch, optimize, and scale retail media campaigns seamlessly. A unified platform ensures that marketing efforts remain efficient, messaging stays consistent, and ad spend is strategically allocated for maximum impact.

Benefits:

• Reduced fragmentation
• Enhanced campaign efficiency
• Unified brand messaging

Target beauty shoppers with precision

Beauty shoppers expect personalized experiences, yet many campaigns rely on generic targeting that fails to resonate. With purchase path signals and advanced audience segmentation, retail media allows brands to refine targeting based on real shopping behaviors.

Skai supports beauty brands to leverage first-party data and in-market signals to help beauty brands reach high-intent audiences, from skincare enthusiasts researching new serums to first-time fragrance buyers exploring their options. This precision ensures ad spend is allocated effectively, improving engagement and conversions.

Benefits:

• Increased conversion rates
• Minimized budget waste
• Improved audience engagement

Integrate omnichannel experiences seamlessly

Beauty shoppers discover, research, and purchase across multiple touchpoints—including TikTok, Instagram, and retailer websites. However, disconnected campaigns result in micro-moment losses, where brands fail to engage shoppers at key decision points.

Skai enables omnichannel activation, ensuring cohesive messaging across search, social commerce, and retail media. This approach strengthens brand presence, improves the consumer experience, and boosts loyalty by providing a seamless, shoppable video-driven path to purchase.

Benefits:

• Cohesive consumer experience
• Stronger brand messaging
• Increased brand loyalty

Unlock actionable marketplace insights

With competition intensifying and ROAS in beauty declining by 4%, understanding shifting trends and market performance is crucial. Brands that rely on outdated data risk missing key opportunities to adjust their strategies in real-time.

Skai’s AI-powered analytics provide trend-driven targeting insights, competitive benchmarks, and share-of-voice marketplace intelligence. These data-driven insights empower beauty marketers to refine campaigns dynamically, optimize bids, and stay ahead of evolving consumer preferences.

Benefits:

• Precise competitive analysis
• Strategic budget allocation
• Swift response to trends

Optimize ad creative performance

In the visually driven beauty industry, hero product marketing and makeup moment marketing are critical for standing out. Yet, without dynamic testing, brands may struggle to determine what visuals, copy, and formats drive the highest engagement.

Skai’s dynamic creative optimization technology analyzes ad performance across various retail media networks. By identifying the best-performing creatives, brands can continuously refine visuals and messaging to maximize conversions and capture shoppers’ attention at the right moments.

Benefits:

• Increased creative performance
• Enhanced consumer engagement
• Continuous campaign improvement

Manage budgets carefully and for the best return

Rising competition and seasonal sales pressure—with CPCs increasing by 20% during peak events—make budget forecasting essential. Without accurate projections, beauty brands risk overspending or underinvesting in high-opportunity moments.

Skai’s budget management tools help beauty marketers allocate budgets strategically, optimizing investments across social commerce, retailer DSPs, and search-driven retail media. Smarter financial planning ensures resources are used effectively, balancing cost efficiency with growth.

Benefits:

• Strategic spending
• Improved ROI
• Reduced financial risk

Automate bidding for strategic efficiency

Retail media requires agile bid adjustments, especially with beauty ROAS declining in certain categories. Manual bidding consumes valuable time, limiting the ability to respond dynamically to shifts in demand.

Skai’s AI-powered bid automation adjusts bids in real-time based on performance trends and competitor activity. This hands-free optimization enables beauty brands to maintain efficiency while focusing on higher-level retail media strategy.

Benefits:

• Real-time bid adjustments
• Enhanced campaign efficiency
• Greater strategic focus

Stay ahead through continuous innovation

With beauty ecommerce expected to reach 24.5% of total sales by 2028, brands must stay ahead of digital advancements to remain competitive. Static marketing strategies risk falling behind as retail media evolves.

Skai Labs drives innovation in commerce media, ensuring beauty brands can leverage cutting-edge tools, AI-driven insights, and data clean rooms to refine audience targeting, measurement, and personalization at scale.

Benefits:

• Continuous technological advancement
• Responsive strategy adaptation
• Competitive agility

Simplify retail media reporting

Fragmented data systems remain a challenge for retail media marketers, complicating reporting and measurement. Without a centralized reporting solution, extracting actionable insights is time-consuming and inefficient.

Skai consolidates campaign performance data across retail media networks, providing a single view of spend, engagement, and attribution. This enables beauty marketers to report on KPIs efficiently and optimize campaigns with confidence.

Benefits:

• Single-view reporting
• Operational efficiency
• Faster data-driven decisions

Prove campaign impact through incrementality

Retail media investments must demonstrate clear value, yet incrementality measurement remains a top challenge for beauty marketers. Standard ROAS metrics fail to differentiate between new sales and cannibalized demand.

Skai’s iROAS (incremental return on ad spend) solutions empower brands to isolate true campaign impact, refining media plans for maximum efficiency and future-proofing measurement strategies beyond cookies and outdated attribution models.

Benefits:

• Accurate impact assessment
• Improved campaign ROI
• Strategic campaign refinement

Conclusion: Elevate your beauty brand with Skai

Retail media offers beauty brands unmatched opportunities to engage shoppers, but success depends on strategic execution. Mastering full-funnel strategies, leveraging first-party data, and integrating omnichannel activation will be key to long-term growth.

By adopting Skai’s AI-driven retail media solutions, beauty brands can confidently scale their campaigns, enhance targeting precision, and optimize media spend for sustainable success. The future of beauty marketing is digital, data-driven, and retail-first—ensure your brand is leading the way.

Take the next step in optimizing your retail media strategy—schedule a brief demo with our team today to explore how Skai can elevate your beauty marketing success.