Beyond Beauty by Dillie – Details, episodes & analysis

Show Notes: In this episode of the Beyond Beauty podcast, host and interviewer engage with William Feroldi, a cosmetic trend analyst and marketing consultant. William shares his journey from hairdresser to trend forecasting expert, highlighting the evolution of natural haircare trends and the significant impact of social media on the beauty industry. He emphasizes the importance of customization, sustainability, and diversity in today's market, and discusses the influential role of Gen Z consumers and social commerce. William offers insights on how brands can adapt to these dynamic trends, stressing the need for innovation and responsiveness in the ever-changing beauty landscape.

About William:

William Feroldi began his career as a hairdresser and educator at Toni&Guy in London, where his dedication to education and creativity flourished. His expertise soon caught the attention of a trend forecasting agency, which recruited him to bridge the gap between education and marketing for a project with L’Oréal Professional. This opportunity launched William into a new direction, where he became deeply involved in trend forecasting and innovation.

As a Cosmetic Trend Analyst and Independent Marketing Consultant, William has spent over two decades identifying emerging trends across beauty, skincare, hair, and aesthetic medicine. His work spans five major markets, including WE, CEE, NORTHAM, LATAM, and APAC, collaborating with industry giants such as L’Oréal, Coty, Henkel, and LVMH.

In previous roles, such as Global Education Manager at Schwarzkopf Professional, William spearheaded global education campaigns and product launches. A regular speaker at leading cosmetic conventions and gatherings, his career is marked by his ability to provide game-changing insights and strategic growth opportunities for top-tier brands.

Timestamps:

William's Background (00:00:44) William Feroldi's journey from hairdresser to trend forecasting expert in beauty. Natural Haircare Trends (00:01:13) Discussion on the slow emergence of natural haircare trends over the past 20 years. Impact of Social Media (00:06:14) The role of social media in accelerating beauty trends compared to 20 years ago. Insights from Trade Shows (00:09:21) The value and evolution of trade shows in the beauty industry today. Global Trends and Innovations (00:12:15) Overview of global trends, particularly from Brazil and Korea, influencing the beauty market. Customization and Personalization (00:12:24) The rise of AI in personalizing beauty recommendations and products. Sustainability in Beauty (00:12:50) The increasing importance of sustainability in beauty brands and consumer expectations. Diversity in the Beauty Industry (00:13:59) The growing focus on diversity and representation in beauty marketing and products. Challenges in Trend Implementation (00:16:27) Pushback from clients on implementing new trends and the need for innovation. Gen Z's Role in Consumer Market (00:18:57) The influence of Gen Z on beauty trends and the importance of social commerce. Life Cycle of Trends (00:21:16) Discussion on the duration and evolution of beauty trends in the market. The Cycle of Trends (00:21:34) Discussion on the cyclical nature of beauty trends, including the popularity of curly versus straight hair. Importance of Moisture (00:23:20) The enduring demand for moisture in hair and skin care products, regardless of climate. Marketing Evolution in Beauty (00:24:16) Insights on how beauty marketing strategies have changed and the role of platforms like TikTok. Taking Risks in Career (00:26:02) William shares his biggest career risk: leaving salon work to pursue trend analysis full-time. Trusting Your Instincts (00:26:59) William discusses his confidence in identifying market gaps and pursuing his passion in beauty trends. Closing Remarks (00:29:31) The host thanks William for sharing his insights and encourages listeners to follow him for more trend updates.

Show Notes: In this episode of the Beyond Beauty Podcast, co-host Natasha interviews Justyna Wilson, founder of Fancy Salt, who specializes in fractional CMO services and strategic brand-centric user-generated content (UGC) creation in the beauty and wellness sectors. Justyna shares her extensive career journey, emphasizing the importance of agility, authenticity, and strategic thinking in the industry. She discusses current trends, the rise of video content, and the role of AI in enhancing efficiency. The conversation also touches on the significance of understanding young consumer behavior and the evolving landscape of e-commerce and social media.

About Justyna: Justyna Wilson is the founder of Fancy Salt. She specializes in Fractional CMO services and strategic, brand-centric UGC content creation in the beauty and wellness space, helping brands scale and thrive in the digital landscape. Timestamps: Justyna's Career Journey (00:01:18) Justyna shares her career path, from major retailers to the beauty and wellness space. Lessons from Startup Experience (00:02:36) Insights gained from working in a startup environment and its impact on her current work. Role of a Fractional CMO (00:04:39) Justyna explains the concept of fractional CMO and its benefits for early-stage brands. Creative Edge in Brand Strategy (00:05:58) Discussion on how diverse brand experiences enhance creativity and strategy. Current Trends in Beauty Industry (00:07:20) Justyna highlights the necessity for brands to become content powerhouses. Creating Authentic Connections (00:09:52) Advice on how brands can foster meaningful relationships with consumers. Gaps in Brand Strategies (00:11:29) Exploration of content quality issues and the challenges brands face in content creation. Launch of Fancy Salt (00:12:20) Justyna discusses the motivation behind founding Fancy Salt and the problems it addresses. Effectiveness of UGC vs. Paid Media (00:13:55) Justyna explains why user-generated content often outperforms traditional paid media. Future of E-commerce and Social Media (00:15:42) Speculation on the evolution of e-commerce and interactive media in the beauty space. Challenges of Managing Multiple Brands (00:19:54) Insights into the rewarding yet challenging nature of working with multiple brands. Assuaging Brand Anxieties (00:21:20) Discussion on how Justyna helps brands manage risks and embrace new strategies. Maintaining Work-Life Balance (00:22:47) Justyna shares her approach to managing time and prioritizing family amidst her work. Advice for Aspiring Professionals (00:23:34) Justyna shares insights on resilience and the importance of curiosity in one's career journey. The Role of AI in Beauty (00:25:54) Discussion on how AI is transforming the beauty industry through personalization and efficiency. Favorite Tools for Efficiency (00:27:48) Justyna mentions using ChatGPT and the rapid adaptation to AI tools in her work. Understanding Young Consumer Behaviors (00:29:28) Exploration of Gen Alpha's early engagement with beauty products and the need for age-appropriate marketing. Targeting the Right Audience (00:31:03) Justyna emphasizes the importance of identifying the appropriate audience for beauty brands. Consumer Insights and Brand Strategy (00:32:35) Discussion on using insights analysis and direct consumer engagement to understand audience needs better. Surprising Consumer Trends (00:33:30) Justyna reflects on unexpected trends and viral content, highlighting the success of risk-taking brands. Daily Industry Engagement (00:35:31) Justyna describes her structured approach to staying informed about industry trends and consumer behavior. Introducing Fancy Salt (00:37:00) Justyna shares details about her new content creator agency and its unique offerings for brands. Final Words of Wisdom (00:38:02) Justyna encourages listeners to stay curious, fearless, and open to new experiences.

Show Notes:

In this episode of the Beyond Beauty Podcast, the host interviews Kate Connor Archibald, a seasoned international marketing executive with over 15 years of experience in the beauty industry. Kate shares her journey from a high school project that sparked her interest in marketing to her roles at major brands like Estée Lauder and Tom Ford Beauty. She discusses the evolution of beauty marketing, the impact of social media, and her current role as Chief Marketing Officer at Dash Hudson. The conversation offers valuable insights into adapting to industry changes, leveraging new platforms, and the importance of authenticity in marketing.

About Kate:

Kate Kenner Archibald is a seasoned international marketing executive with 15 years of experience in beauty marketing and technology.

Kate advanced her career at the Estée Lauder Companies, contributing to the success of brands such as Tom Ford Beauty, Bobbi Brown, Estée Lauder, and La Mer.

In 2021, Kate joined Dash Hudson as Vice President of Product Marketing, later becoming Chief Marketing Officer in 2022 to better align product positioning and marketing strategies for the company.

Kate resides in New York City with her family and enjoys outdoor activities in the Hudson Valley.

Timestamps:

Kate's Background (00:00:56)

Kate's experience in beauty marketing and her journey with major brands like Estée Lauder and Tom Ford.

Starting as an Assistant (00:05:12)

Kate reflects on her role as an assistant and the valuable lessons learned from observing executives.

Working at Estée Lauder (00:05:41)

Kate shares her experience working with the Estée Lauder brand and the insights gained from that opportunity.

Impact of Social Media on Beauty Marketing (00:08:16)

Exploring how social media has transformed beauty marketing and the challenges it presents.

Embracing Change in Marketing (00:09:16)

Kate talks about her desire to help Estée Lauder adapt to the digital marketing landscape.

Navigating Brand Identity on Social Media (00:11:44)

Discussion on the importance of understanding brand identity when engaging on social media platforms.

The Challenge of Indie Brands (00:13:35)

The conversation shifts to the rise of indie brands and the competitive landscape in beauty marketing.

Staying Current with Trends (00:14:02)

Kate explains the importance of staying informed about market trends and consumer preferences.

Experiences at Tom Ford Beauty (00:17:02)

Kate shares her journey at Tom Ford, leading global consumer marketing during a transformative period.

Transition to Technology in Beauty (00:19:02)

Kate discusses her shift to marketing technology and her role in enhancing brand strategies.

Joining Dash Hudson (00:20:38)

Kate reflects on her decision to join Dash Hudson and the impact of e-commerce growth during COVID.

Expansion into Other Industries (00:21:00)

Discussion about the growth of beauty marketing into travel, food, wellness, and other sectors.

Advice on Career Growth (00:21:58)

Kate shares valuable advice on authenticity and the importance of asking questions in professional settings.

Understanding Industry Trends (00:24:22)

Kate highlights the importance of identifying growing industries for personal and professional growth opportunities.

Crafting Your Expertise (00:26:13)

Advice on becoming an expert in your field and the importance of surrounding yourself with knowledgeable individuals.

Reflecting on Life's Journey (00:27:09)

Discussion on personal and professional reflections, focusing on growth and learning throughout one's career.

Excitement for Future Learning (00:29:18)

Kate expresses enthusiasm about her current role and the opportunity to learn new skills in marketing.

Looking Forward to Vacation (00:29:20)

A light-hearted moment about the anticipation of taking a vacation to recharge and relax.

Final Reflections on the Journey (00:30:03)

Discussion on the importance of enjoying the journey of career growth while taking time to recharge.

Show Notes:

In this podcast episode, Ann interviews Sally Mueller, CEO and co-founder of Womaness, about her career in marketing and retail at Target, her entrepreneurial journey, and the founding of her brand focused on menopause and women's health. Sally discusses the challenges of educating and reaching women in their 40s and 50s, the competition in the menopause space, and the importance of building a strong, unique brand identity and community. She also touches on customer service excellence, the potential of AI in the beauty industry, and the resilience needed in startup life. The episode highlights the significance of women's support networks in business and concludes with an invitation to connect with Sally and learn more about Womaness.

About Sally Mueller:

Sally Mueller is the Co-founder and CEO of Womaness, a brand that is changing the conversation around menopause through innovative products that offer solutions from head to toe (and everything in-between). Sally is a consummate business builder specializing in retail and brand innovation. Her trend-forecasting Midas touch has benefited companies such as Target, Who What Wear and VERSED skincare, among others. Through her own health journey, Sally found that there was a lack of products and resources for women past a certain age (and few even recognizing the subtle signs of menopause).

Timestamps:

Sally's Career Journey (00:00:21)

Sally discusses her career journey, starting at Target and transitioning to marketing, and her experiences at Target Corporation.

Marketing and Brand Building at Target (00:01:05)

Sally shares her experiences in marketing and brand building at Target Corporation, including her work with designer initiatives and apparel marketing.

Transition to Entrepreneurship (00:02:54)

Sally explains her decision to leave Target and become an entrepreneur, leading to the successful launch of various businesses.

Inspiration for Women's Health Brand (00:06:41)

Sally discusses her personal experiences with menopause and the inspiration behind founding Womaness, focusing on women's health.

Meeting Michelle and Creating Womaness (00:09:56)

Sally describes meeting Michelle and the initial conversations that led to the creation of Womaness, emphasizing the need for community, education, and product innovation.

Educating and Marketing to Menopausal Women (00:12:33)

Sally discusses the challenges and strategies for educating and marketing to menopausal women, highlighting the importance of reaching this specific demographic.

Competition and Brand Building (00:18:21)

Sally addresses the competition in the menopause space and emphasizes the importance of staying focused on delivering reliable information, efficacious products, and building a strong community around the brand.

Customer Service and Empathy (00:21:11)

AI in Beauty Industry (00:22:23)

Sally shares her views on the impact of AI in the beauty industry and how it can be used for personalized product choices.

Challenges of Startup (00:25:04)

Sally talks about the challenges faced during the startup phase, including fundraising during the pandemic and supply chain issues.

Resilience and Reward (00:28:00)

Sally discusses the resilience required in a startup and the rewarding experience of helping women and building a dedicated team.

Navigating Economic Headwinds (00:30:13)

Sally shares strategies for countering economic challenges and maintaining brand authenticity during tough times.

Women Supporting Each Other (00:34:48)

Sally discusses the importance of women leaning on their networks and professional groups for support and advice.

Connecting with Womaness (00:36:07)

Sally provides information on how to connect with Womaness through their website, social media, and LinkedIn.

This podcast is produced by the team at Dillie: a marketing agency with a niche focus on beauty and personal care brands

https://dilliecreative.com/

Show Notes:

In this episode of the Beyond Beauty podcast, host and guest Lucy Thorpe, a content writer and beauty industry expert, discuss Lucy's career shift from project management to marketing and ultimately to freelance writing, with a focus on beauty. Lucy shares her journey, the increased demand for skincare and personalized beauty products, and how she stays abreast of industry trends to craft unique brand stories. They also explore the role of AI in content creation, emphasizing the importance of human oversight in maintaining content integrity. The episode touches on the challenges of freelancing, advising a gradual transition to ensure financial security and the benefits of a freelance lifestyle.

About Lucy Thorpe:

Lucy is a copywriter and beauty expert who specialises in working with beauty brands, retailers, publications and industry specialists. This ranges from start ups that are at the beginning of their journey, right through to established, global beauty businesses. She shares tips and insights on the beauty industry on Linkedin and her website.

Timestamps:

Lucy's Career Journey (00:00:05)

Lucy shares her career journey, from writing as a child to pivoting into the beauty industry.

Transition to Freelancing (00:03:12)

Lucy discusses her transition from a full-time job to freelancing during the pandemic.

Beauty Industry's Impact (00:06:49)

The integral role of writing in the beauty industry's marketing process and brand building.

Skincare Trends (00:09:15)

The growing demand for personalized skincare and the impact of skincare trends during the pandemic.

Navigating Brand Storytelling (00:14:23)

Lucy explains the importance of crafting a unique brand story and navigating saturated industry terminologies.

AI in Writing and Beauty Industry (00:18:29)

Discussion on the impact of AI tools in writing and the challenges of fact-checking and fake information.

The challenges of using AI in content writing (00:20:03)

Lucy discusses the limitations and benefits of using AI in content writing.

The impact of AI on the writing industry (00:20:58)

Lucy talks about the potential effects of AI on the writing industry, particularly on lower-end content.

Identifying AI-generated content (00:23:12)

The speakers discuss how to identify content written by AI, including specific writing styles and phrases.

The homogenization of brands and content (00:24:03)

Lucy discusses the potential impact of AI on the homogenization of brands and content.

Building a brand voice (00:27:06)

Lucy provides advice on building a brand voice, including key points and brand differentiation.

The importance of professional services in brand development (00:34:49)

The speakers emphasize the importance of investing in professional services for brand development.

Reflecting on going freelance (00:38:31)

Lucy reflects on her decision to go freelance and the positive impact it has had on her work-life balance.

Advice for transitioning to freelance (00:39:00)

Lucy offers advice for individuals considering transitioning to freelance work, including portfolio building and financial preparation.

Becoming a Freelancer (00:39:53)

Discussion on transitioning to freelance work, financial stability, and building a client base gradually.

Benefits of Freelancing (00:40:22)

Exploring the advantages of freelance work, such as lifestyle improvement and finding clients to supplement teams.

Navigating the Beauty Industry (00:41:01)

Insights into maintaining a genuine brand voice, providing high-quality content, and branding strategies in the saturated beauty industry.

This podcast is produced by the team at Dillie: a marketing agency with a niche focus on beauty and personal care brands

https://dilliecreative.com/

Show Notes:

In this podcast episode, host and skincare specialist Julie Lindh discuss Julie's holistic approach to skincare, rooted in her background with natural remedies. They explore the industry's evolution, the impact of social media trends, and the challenges of misinformation. Julie emphasizes personalized treatments, combining traditional knowledge with advanced technology, and the importance of professional advice. They address the risks of DIY treatments and the need for education on maintaining skin health. Julie also offers advice for aspiring skincare entrepreneurs, stressing the value of passion and expertise. The episode concludes with Julie sharing her contact information for potential clients.

About Julie Lindh:

Julie Lindh is revolutionizing the skin and wellness industry with her natural, ageless solutions. From creating a unique collection of Skincare products to developing an innovative skin treatment menu, she helps clients achieve clear, glowing complexions and youthful skin without invasive procedures. With countless loyal followers testifying that their skin has been transformed by following "The SKIN Guru," it's no wonder why Julie is one of the most sought-after beauty experts today!

Timestamps:

Julie's Early Influence (00:00:36)

Julie discusses her early exposure to herbal remedies and plants and the influence of her grandfather's teachings.

The Magic of Plants (00:02:24)

Julie explains the energy and benefits of plants, and how they are used in skincare formulations.

Innovative Skincare Approach (00:03:38)

Julie discusses her innovative approach to skincare, combining natural remedies with advanced technology.

Challenges in the Skincare Industry (00:04:21)

Beauty Rituals and Quick Fixes (00:06:00)

Educating Clients (00:10:23)

Julie discusses the challenges of countering false information on social media and educating clients about skincare.

Combining Nature and Science (00:13:06)

Julie explains how she combines natural remedies with advanced devices and the scientific approach to skincare.

Passion for Skincare (00:14:48)

Specialty Treatments and Advanced Techniques (00:17:22)

Julie discusses her specialty treatments and the use of advanced techniques, including exosomes and nano technologies.

Staying Ahead of the Curve (00:19:16)

Creating a Unique Protocol (00:19:42)

Mainstream Skincare Trends (00:20:29)

Discussion on the mainstream trends like microneedling, vampire facial, botox, and fillers, and their impact on the skin.

Balancing In-Person Treatments and Skincare Routine (00:22:23)

Julie talks about the frequency of treatments, skincare routine, and the tools she uses to maintain results.

Building Collagen and Skincare Routine (00:25:00)

The importance of building collagen, the impact of overdoing skincare treatments, and the significance of using the right products.

Fads and Recommended Treatments (00:27:39)

Julie discusses the benefits of PRP and natural-based treatments, cautioning against overdoing fillers and botox.

Business Advice and Client Trust (00:30:48)

Morpheus 8 and Microneedling with Radiofrequency (00:35:56)

Comparison of Morpheus 8 and microneedling with radiofrequency, discussing the impact on the skin and the importance of post-treatment care.

Understanding Skin Reactions (00:38:52)

Discussion on past trauma to skin, including sun damage, fillers, and microneedling.

Consultation and Treatment (00:39:23)

Long-term Skin Transformation (00:40:17)

Importance of gradual progression and the body's adaptation in a one-year skincare program.

External and Internal Factors (00:40:46)

The multitude of factors affecting skin health, including hormones, diet, and lifestyle.

Reaching Out and Scheduling (00:41:30)

Excitement for Skincare Treatments (00:42:08)

This podcast is produced by the team at Dillie: a marketing agency with a niche focus on beauty and personal care brands

https://dilliecreative.com/

Show Notes:

In this episode of the Dilly Dally podcast, host Anne interviews Leslie Hoffman, Senior Director of Coffee at Kendo Brands, about her career in beauty copywriting. Leslie reflects on her journey from editorial to leading copywriting for Marc Jacobs Beauty at Kendo. They discuss adapting to short-form writing, the importance of feedback, and maintaining authenticity across different brand voices. Leslie also shares her perspective on AI in copywriting and her aspirations for personal writing projects beyond her beauty industry role.

About Leslie Hoffman:

Leslie Hoffman is the Senior Director of Copywriting at Kendo Brands. Throughout her career as a beauty copywriter, she has had the privilege of working with brands including Fenty Beauty, Fenty Skin, OleHenriksen Skincare, Lip Lab, Marc Jacobs Beauty, Bite Beauty, KVD Beauty, Formula X Nail, Elizabeth & James fragrance, and DHC Beauty.

Timestamps:

Introduction (00:00:05)

Anne introduces Lesley Hoffman, Senior Director of Coffee at Kendo Brands, a division of LVMH, and expresses excitement to have her on the podcast.

Lesley's Creative Journey (00:01:03)

Lesley shares her childhood influences, early creative endeavors, and transition from editorial to copywriting.

Transition to Copywriting (00:03:12)

Lesley discusses her start in editorial, transition to copywriting, and her role as a style editor at a lifestyle magazine in Pittsburgh.

Transition to Beauty Industry (00:05:43)

Lesley talks about her move to California, transition to copywriting in the beauty industry, and her role at DHC, a beauty brand in San Francisco.

Joining Kendo and Marc Jacobs Beauty (00:13:30)

Lesley shares her journey to joining Kendo Brands, managing copywriters, and leading the copywriting for Marc Jacobs Beauty.

Creative Work and Feedback (00:19:38)

Lesley discusses the creative mindset, storytelling, and the importance of feedback in creative work, offering advice on receiving and giving feedback.

The challenge of personal branding (00:22:14)

Lesley discusses the challenge of separating personal brand from the brands she represents as a copywriter.

Switching brand voices (00:23:33)

Lesley and Anne talk about the excitement and challenge of switching between different brand voices in copywriting.

Reflecting the brand founder's voice (00:25:10)

The discussion revolves around the importance of reflecting the brand founder's voice in copywriting and the challenges associated with it.

Advice for aspiring beauty copywriters (00:26:29)

Lesley shares advice for aspiring beauty copywriters, emphasizing the importance of writing ability and passion for the beauty industry.

AI in copywriting (00:28:12)

Lesley and Anne discuss the role of AI in copywriting, its capabilities, and the importance of the human touch in creative work.

Future aspirations (00:30:45)

Lesley shares her aspirations for her career, including exploring personal writing and bringing joy to others through her work.

Conclusion and gratitude (00:33:39)

The conversation concludes with Anne expressing gratitude to Lesley for sharing her insights and advice.

This podcast is produced by the team at Dillie: a marketing agency with a niche focus on beauty and personal care brands

https://dilliecreative.com/

Nikki is a digital marketing expert who has worked with over 60 brands. Her agency manages $20M in yearly media to drive customer acquisition across DTC while also helping brands achieve in-store awareness at their B&M locations.

Her expertise includes any and all digital ads platforms including Digital Out Of Home an Audio Ads, however the platforms she spends the most time on are Merta Ads, TikTok Ads, and Google Ads. She manages SEO and affiliates to drive eCommerce growth outside the paid media lane, setting the brands she works with up for long term scalability.

Show Notes:

In this episode of the Beyond Beauty podcast, Jaleh Bisharat, CEO and co-founder of Naked Poppy, shares her personal and professional journey, from overcoming challenges during the Iranian revolution to leading a clean beauty company. She discusses the importance of passion, resilience, and a positive attitude in career success. Jaleh also delves into how her battle with breast cancer influenced her to create Naked Poppy, focusing on clean, personalized beauty products using AI technology. The episode covers the evolution of the clean beauty industry, the role of technology in enhancing customer experience, and the balance between AI and human interaction. Jaleh introduces "Your Best Colors," a new feature on Naked Poppy's website that helps customers find makeup shades suited to their skin tone. The discussion touches on the potential backlash against AI, the significance of human touch in tech, and the future of personalized consumer experiences.

About Jaleh Bisharat :

Jaleh Bisharat is co-founder and CEO of @nakedpoppy , a clean beauty e-tailer and winner of a 2022 Beacon Award. She previously served as CMO/VP marketing at Amazon, OpenTable, Upwork, and Eventbrite. Jaleh speaks and writes frequently, primarily on topics of concern to women. Her work has appeared in a variety of outlets including Business Insider, Entrepreneur, Fast Company, the Huffington Post, and VentureBeat.

Timestamps:

Julie's Childhood and Resilience (00:01:04) Julie shares her childhood experience and the advice from her father that shaped her resilience and determination. The Importance of Passion and Positive Energy (00:06:24) Julie discusses the significance of passion, positive energy, and finding something to love about your job for career success. Career Advice and Finding Passion (00:10:27) Julie advises on following the right people, making lateral moves, and finding passion through the people and experiences in the workplace. Transition to Entrepreneurship (00:14:15) Julie explains how her personal experience with illness led her to start Naked Poppy and merge her passion for business, marketing, and clean beauty. Evolution of Clean Beauty and Customer-Centric Approach (00:18:07) Julie talks about the evolution of clean beauty, the importance of customer feedback, and using AI technology to make clean beauty products more accessible. The assortment of clean beauty products (00:19:50) Julie discusses the partnership with other clean brands and the importance of offering a digestible assortment for customers. Personalized shopping experience (00:22:24) The conversation delves into the desire for a personalized shopping experience and the need to remove chaos and overwhelm for consumers. Embracing change and continuous learning (00:27:29) Julie shares her approach to embracing change, continuous learning, and the importance of being a constant student in the tech industry. Leadership and focus (00:36:00) Julie discusses the importance of leadership in choosing a few things and doing them well, emphasizing the need for focus in a rapidly changing world. Balancing technology and human touch (00:40:31) The episode concludes with a discussion on the balance between technology and human touch in providing a personalized customer experience. The AI and Human Interaction (00:40:35) Discussion on using AI for product discovery and the importance of human interaction in customer experience. New Product Launch: Your Best Colors (00:42:10) Introduction of "Your Best Colors" feature, using AI to suggest makeup colors based on individual assessments. Closing Remarks and Career Acknowledgment (00:45:23) Appreciation for Julie Bishop's career trajectory and acknowledgment of Naked Poppy's impact on beauty routines.

This podcast is produced by the team at Dillie: a marketing agency with a niche focus on beauty and personal care brands

https://dilliecreative.com/

Show Notes:

In this podcast episode, the co-founder of Masami, Lynn Power, discusses the company's journey from inception to growth. The conversation touches on the unique challenges of photographing beauty products, particularly with reflective packaging, and the potential of AI-generated imagery. The co-founder shares the story behind Masami's hero ingredient and the obstacles encountered during product formulation. The episode also explores the brand's growth tactics, including live events, digital marketing, and strategies for maintaining customer loyalty, providing a glimpse into the competitive world of beauty brands.

About Lynn Power:

Lynn is a long time ad executive (formerly CEO of J. Walter Thompson NY) turned entrepreneur. She launched MASAMI @lovemasamihair, clean premium haircare in February 2020 and Conscious Beauty Collective, a group of 30+ indie beauty & wellness brands in 2021. Tune in to Lynn's episode and get ready to be inspired.

Timestamps:

Challenges of Product Photography (00:00:05)

Discussion about the challenges of photographing reflective surfaces and the use of AI-generated product imagery in beauty products.

Inception Story of Masumi Brand (00:03:41)

The co-founder shares the story of the brand's inception, the hero ingredient, and the brand's name origin.

Formulation Process and Hero Ingredient (00:05:48)

Details about the hero ingredient, "merkaba," a Japanese ocean seaweed, and the formulation process for the products.

Growth Strategies and Brand Partnerships (00:10:54)

Discussion about the brand's growth strategies, challenges faced due to COVID-19, and the launch of brand partnerships and pop-up shops.

Customer Retention and Engagement (00:19:04)

Strategies for customer retention, including the launch of limited edition products and loyalty programs to engage and retain customers.

Challenges Faced by Small Beauty Brands (00:22:31)

The struggles faced by small beauty brands, including cash flow, consumer acquisition, and marketing challenges.

The challenges of launching a business (00:23:13)

Discussion on the misconceptions and challenges faced by founders in launching a business.

Diversifying marketing strategies (00:24:03)

Exploration of the need to try different marketing strategies and the emergence of live shopping as a potential channel.

The struggles of small beauty brands (00:27:00)

Insight into the challenges faced by small beauty brands, including the middle ground extinction event and the impact of mass distribution.

Maintaining control and growth (00:30:07)

Discussion on the importance of maintaining control and managing business growth without external investors.

Future growth strategies (00:30:59)

Plans for conferences, pop-up events, and partnerships to expand the brand's reach and explore new distribution models.

Product packaging and branding (00:33:09)

Compliments on the product packaging and discussion about the gender-neutral appeal and secret sauce of the packaging design.

This podcast is produced by the team at Dillie: a marketing agency with a niche focus on beauty and personal care brands

https://dilliecreative.com/