SoPost round up | consumer-centric marketing takes precedence

September is a crucial time for brand marketers - particularly across the beauty, fragrance and broader FMCG sectors. The holiday season is upon us, and brands are dealing with more discerning, economically cautious consumers, no longer swayed by superficial trends. Instead, consumers are demanding tangible value, proven efficacy and genuine brand authenticity, forcing a strategic recalibration for brand marketers. Consumer-centric marketing is more than a holiday trend; it’s encouraging brands to shed non-core assets, collaborate with specialized expertise and use data more wisely to forge deeper, more meaningful connections with their customers.

As we head towards the busiest time of the year for beauty, fragrance and the broader FMCG industries, a focus on intelligent, strategic consolidation, a renewed focus on resilience and profitable growth is evident. This round-up provides a detailed look into the strategic moves defining the industry in September 2025, with a focus on our core markets across North America, France, Germany and the UK.

North America’s focus is consolidation, efficacy and celebrity influence

The North American market remains a powerhouse, driven by a savvy consumer base that is increasingly prioritizing tangible results and brand authenticity. This is reflected in a series of high-profile mergers and acquisitions, as well as partnerships this month.

Science backed innovations from haircare & skincare giants showcase consumer-centric focus

Strategic mergers and acquisitions in the haircare industry highlight the consumer-centric recalibration of brand strategies to ensure future growth. Rather than simply acquiring a competitor, OLAPLEX’s recent acquisition is focused on integrating new capabilities into its existing product base. The haircare powerhouse recently acquired biotech firm Purvala Bioscience in a move that signals a strategic expansion into molecular development.

The acquisition is a crucial clear example of how brands are leveraging M&As to accelerate their innovation pipeline for 2026, providing consumer-centric product lines and securing long-term growth by owning the science behind their products.

Indeed, the ongoing rise of science-backed skincare is another signal that brands are looking towards consumer-centric product development, to ensure their marketing messaging drives growth and builds brand trust. With consumers actively seeking products with proven, scientifically-backed formulas, Medik8’s launch of its Advanced Pro Collagen Peptide cream highlights that brands are listening. 

Similarly, Clinique has launched a new SPF 50, Dramatically Different Moisturizer, a product designed to address consumer demand for lightweight, high SPF skincare.

The celebrity influencer remains for brands in North America

Despite the fact that consumer trust in brands is waning, and the golden age of celebrity influencer is, largely, an obsolete model, some brands are taking a more strategic approach to partnerships. Tom Holland has been announced as the global face of Prada Beauty’s new men’s fragrance, Prada Paradigme Eau de Parfum. This partnership represents a strategic move to blend luxury fashion with modern masculinity, leveraging a globally recognized actor to connect with a broader, digitally native audience. 

Europe moves beyond the product, with a consumer-centric focus on experience and transformation

This month, major European brands are focusing on two key pillars for growth: immersive brand experiences and a commitment to digital transformation, that is both data-driven and consumer-centric.

In France, the power of exclusivity reigns supreme

French luxury houses are committed to selling a lifestyle and experience. Dior’s recent Sauvage pop up in London highlights a broader more sophisticated effort to create physical touchpoints that build brand loyalty and exclusivity.

Brands like Hermès recently made headlines for their brand strategy, which leverages heritage and craftsmanship through, not just their products, but via highly controlled retail spaces and limited-edition collections that drive a sense of urgency and collectibility. While seemingly not consumer-centric on the surface, given modern consumer demands, it does showcase that Hermès ongoing growth is anchored by a deep understanding of their high-value clientele. The Hermès client prioritizes unique experiences and personalized services over mass availability. 

This also extends to digital integration, with brands focusing on seamless omnichannel experiences to ensure the same level of luxury online as in a flagship boutique. This strategy balances Hermes’ digital presence to reach new, younger audiences, while maintaining the in-store exclusivity that defines the luxury market.

Data-driven expansion and consumer personalization defines the UK market

In the UK, major retailers and beauty brands are driving market share through a meticulous focus on data and personalized, consumer-centric journeys.

The UK cosmetics market is projected to reach over $5.3 billion by 2030, driven by technological advancements and consumer demand for premium products. This month, SoPost partners, Boots has significantly expanded its beauty offerings, strategically introducing trending brands like Catrice, Essence and SheGlam. This consumer-centric approach is a direct response to data on shopping habits, particularly among Gen Z, and aims to strengthen Boots’ position as the market leader by curating a portfolio of viral, high-demand products at accessible price points.

Indeed, the efficacy-first movement spreading across the UK market is largely a consumer-centric response. Consumers are increasingly savvy, using social media channels like TikTok to research products before buying. This has led to many brands looking at a growth strategy centered on efficacy and tangible results.

Alongside Medik8’s recent launch, there have been a number of product launches in September with science-backed claims that resonates with consumers looking for multi-functional, value-driven products that deliver on their promises:

• Comfort Zone’s “Pro-Collagen” product launch was announced this month. The new Collagen Pro Complex is part of the brand’s strategic expansion of its Skin Regimen Lx line, to focus on what it calls “skin longevity”.
• JUVÉDERM® announced the UK launch of SKINIVIVE this month, alongside 34 other markets. This is a significant strategic move for Allergen Aesthetics, an AbbVie company, as it seeks to capture market share in the professional skincare space, with a product that is designed for “skin quality”.
• Grown Alchemist’s Regenerating Range is a new six piece collection launched this month. They’re positioned as “future-proofed skincare backed by science” and claim to provide “younger looking skin within seven days”.

Germany remains committed to consumer-centric marketing, with sustainability and digital growth at the forefront

The German beauty market, valued at over $17 billion, is defined by a strong consumer preference for sustainability and digital convenience. For German consumers, sustainability is a baseline expectation, and brands are deeply aware of this, and are taking action.

A key strategic move for brands like Beiersdorf (NIVEA) is to embed sustainability into their core business model, from eco-friendly packaging to transparent supply chains. This commitment builds trust and loyalty in a market where 80% of consumers prioritize sustainability in their purchasing decisions.

While physical retail remains important in Germany, the market is undergoing a significant digital transformation. Online sales now account for over 30% of beauty purchases, and brands are looking at how to leverage this. Some investments include AI-driven skincare analysis and subscription models that offer personalized, curated deliveries. The strategy here is to use tech to replicate the personalized in store experience in a digital format. This consumer-centric approach caters to those who value convenience and tailored solutions. This also includes targeted partnerships with online retailers like Amazon and Zalando, which serve as key growth channels.

Digital transformation and strategic divestment a major global trend

Major industry players are making significant moves to streamline their operations, deliver more consumer-centric products and secure future growth. This month, some major announcements include:

• The Estée Lauder Companies has posted a significant loss for its fiscal year, attributing the decline to a previously announced restructuring plan. However, the company is confident about a return to growth in 2026. This move highlights that in a challenging economic climate, major corporations aren’t afraid to make painful cuts and divestments to emerge leaner and more profitable. ELC is focused on its core prestige portfolio and navigating the blurring lines between physical and online retail to create a seamless customer experience.
• The Consumer Goods Forum (CGF) has published a new Supplier Decarbonisation Playbook in a clear signal that sustainability is no longer an optional add-on, but a fundamental business imperative. This resource provides a practical guide for major FMCG brands to engage their suppliers and accelerate decarbonization across the sector. This global trend is set to increasingly influence all aspects of product development, from sourcing to packaging.

Providing value and connection is the key to consumer-centric marketing that wins

This month has demonstrated a profound shift in market priorities. The era of brand hyper-growth has been replaced by a more disciplined pursuit of profitable volume. Brands that are succeeding are those that can deliver on the promise of efficacy, whether through scientifically-backed formulas or a transparent commitment to sustainability. 

The most successful strategic moves are less focused on adding new product lines, but acquiring new capabilities, and streamlining operations for long-term resilience.

Looking ahead, the brands that will see the most growth will be the ones that are consumer-centric, and the ones that can blend the digital and physical experience to their advantage. By using technology to offer personalized solutions, while creating immersive, experiential moments - the cornerstone of consumer-centric marketing - these brands will foster deep brand loyalty with consumers.