How to Make a Heritage Brand Stay Relevant with Blair Lancer, CMO of Lancer Skincare | Ep. 399

Luxury skincare can’t just look beautiful anymore. It has to build trust, feel approachable, and actually work. And the brands that can balance all three are the ones that win.

Daniel sits down with Blair Lancer, CMO of Lancer Skincare, to unpack how you modernize a legacy beauty brand without losing the clinical credibility and heritage that made it iconic in the first place.

From bringing “your mother’s skincare brand” into a new generation, to balancing Dr. Lancer’s medical authority with Blair’s lifestyle-driven voice, to refreshing the brand without doing a full rebrand, Blair shares what it really takes to make a heritage brand feel relevant again.

They also dive into influencer trust, why celebrity cachet doesn’t hit the same way it used to, and why transparency is the marketing hill Blair would die on.

If you’re a Marketer trying to evolve a brand, connect with a younger audience, and build trust in a crowded category, this is the episode for YOU.

https://customer.io⁠ helps brands turn data into personalized messages that actually connect, across email, SMS, and beyond. Learn more at https://customer.io/tmm

Follow Blair:

LinkedIn: https://www.linkedin.com/in/blair-lancer-596b3ba6/

Follow Daniel:

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing/

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Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com