THE CLARUS News

Digiday Quote: Brands turn to loyalty programs to ease into a post-cookie world

Beauty and personal care brands are positioning loyalty programs as the next way to farm customer data.

The beauty brand ecosystem relies heavily on media clout to retain supremacy and relevancy in the market. But with issues like GDPR, CCPA and Google’s plans to block third-party cookies on its Chrome browser by 2022,  the traditional modes of marketing and advertising via lookalike modeling are threatened. As a solution, companies like Maybelline, E.l.f. Beauty, Glow Recipe and Kiehl’s have developed loyalty programs as a means of gathering and encouraging first-data sharing while simultaneously reaffirming value to their customers.

In this recent Digiday article, our CEO Tom Caporaso discusses how retailers will start to adjust their data and marketing strategies in light of these changes.

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