In this episode of BRAVE COMMERCE, Nathalie Gerschtein, President of Consumer Products at L’Oréal, joins hosts Rachel Tipograph and Sarah Hofstetter to share strategies for navigating the ever-evolving beauty industry landscape.
Nathalie attributes her long tenure with L'Oréal to the company's commitment to providing growth opportunities and a culture that encourages learning and innovation. She emphasizes the importance of stepping out of one's comfort zone and embracing opportunities for personal and professional development.
Nathalie also advocates for leading with empathy, citing it as a vital trait for fostering trust, psychological safety, and diversity of thought within teams. She rejects the notion that vulnerability equates to weakness; asserting that it takes courage for leaders to acknowledge their vulnerabilities and adopt a "learn it all" mindset rather than a "know it all" attitude.
Discussing the need for personalization at scale in today's consumer-centric landscape, Nathalie delves into how L'Oréal leverages technology and consumer insights to tailor experiences and products to individual preferences, thereby deepening brand-consumer relationships. Despite the rise of digital channels and changing consumer behaviors, she believes that beauty remains a resilient industry, driven by consumers' desire for self-indulgence and pampering.
During the conversation, Nathalie also addresses L'Oréal's marketing strategies, including its presence in cultural events such as the Super Bowl and partnerships with influential figures like Cardi B and Coco Gauff. She emphasizes the importance of authenticity in brand collaborations and the need to balance mass marketing efforts with personalized experiences.
The discussion further explores the evolving role of retailers in the beauty industry ecosystem. Nathalie views retailers as strategic partners in enhancing the consumer experience, both online and offline. She sees opportunities to create immersive in-store environments and leverage emerging platforms like TikTok Shop to further engage consumers.
Key Takeaways:
● Encourage a culture of innovation and risk-taking to drive progress and adaptation
● Focus on consumer-centricity by listening to their needs, decoding signals, and delivering personalized experiences at scale
● Move at the speed of culture with authentic brand communications, while leveraging partnerships to amplify brand messages
Hosted on Acast. See acast.com/privacy for more information.
Flashback: Katie Kirkpatrick of Bacardi on the integration of marketing and sales in alcohol eCommerce
Austin Leonard of Sam’s Club on maximizing value exchange to build trust with consumers
Grant Hill on fostering vulnerability and defining culture in the workplace
Lewis Broadnax of Sazerac on reducing friction for consumers to drive eCommerce growth
Esi Eggleston Bracey of Unilever on approaching business from a human-centric perspective
Denise Woodward of Partake Foods explains how to scale a small business
Joy Simonson of 3M on iterating a “maker culture”, cross-functional education, and building workplace empathy
Cristina Marinucci of Mondelez says We are Living in a Phygital World
Anouck Gotlib of Belgian Boys on branding, product development, and positioning products to appeal to the consumer’s lifestyle
Michal Geller of Newell Brands on retail media, attribution, and using data to develop consumer experience and obsession
Lisa Mann of Raines International on hiring talent, interviewing, and the value of soft skills
Jim Mollica of Bose on storytelling, consumer insights, and content creation
Jay Sethi of Diageo on authenticity, analyzing macro trends, and adapting to new cultures
Kate Crowley and Luke Sebire of LEGO on customer loyalty, media mix marketing, and upward funnel opportunities
Anton Vincent of Mars on brand experience, sustainability, and consumer relationships
Todd Kaplan of Pepsi on responding to the “no”, Web3 Integration, and developing the full consumer experience
Olga Osminkina-Jones of Reckitt on intimate wellness, value creation, and connecting with the consumer wellness, value creation, and connecting with the consumer
Hasbro President and COO Eric Nyman on bringing joy via product diversity, consumer appeal, and employee development
Flashback: Brigitte King from Colgate-Palmolive, maps out frameworks for strong leadership in the digital space
Sucharita Kodali of Forrester on consumer spending habits, goal alignment between brands and partners, and the financial future of eCommerce
Create your
podcast in
minutes
It is Free
The emPOWERed Half Hour
Right About Now with Ryan Alford
The Marketing Secrets Show
The Agile Brand™ with Greg Kihlstrom
B2B Agility™ with Greg Kihlström
CMO Confidential