In this special episode of WWD Voices, Listrak’s chief revenue officer, Jamie Elden, speaks on the main stage of the annual WWD x Beauty Inc Beauty CEO summit about how Generation Z, TikTok and AI are shaping the digital age’s marketing strategies.
Sharing insights from the recently published Listrak 2025 Beauty and Fashion Benchmark report, Listrak has helped drive more than $1 billion in revenue for brands through its targeted marketing.
Elden shared that people are using social media as a platform for research and discovery and willingly offering data for personalized communication with brands on their websites.
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With artificial intelligence, Listrak is tracking and personalizing its marketing for brands through SMS or email. Notably, SMS brand communications have soared to 70 percent revenue growth year-over-year. Another marketing category in North America seeing adoption is RCS — enhanced SMS with click-to-buy and boasts two-way communication.
One key report finding is that skin care continues to dominate sales — with Gen Z driving 40 percent of new sales. And most notably, Gen Alpha is growing momentum for 2025 with 13-year-olds and younger spending on average $140 a month.
As category growth continues to be dictated by Gen Z, Gen Alpha and social commerce, TikTok Live has been a game changer unlike any other. Cited by Elden as the “QVC for teens,” he said that people are setting alarms and logging on for TikTok Live to shop.
“Fragrance is booming with young men and boys who are spending $200, $300 or even $400 on luxury brands,” said Elden, who recalled a recent trip to Selfridges with his 12-year-old son, where they bought Paco Rabanne’s Phantom cologne in a robot bottle. “I remember it from the ’90s — and now that’s hot again. My son saw it on TikTok and we came back with lots of perfume from Europe,” he said.
To listen to the episode, CLICK HERE.