MacKenzie Kassab

Kudos, Glossier, Inc. Grant Program For Black-Owned Beauty Businesses, for at least upping the ante in terms of grant size. I get really frustrated seeing the proliferation of female founder grant programs/pitch competitions with teensy weensy amounts, where we're expected to be grateful and compete for crumbs, while the VC funding banquet lavishes millions, nay, billions on white bro founders. Glossier is awarding four $50,000 grants and one former grantee $100,000 Alumni Award - at least that's not nothing. Details here: https://lnkd.in/e-miZ4yr #FundFemaleFounders #FundBlackFemaleFounders

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The internet destroyed every other culture related industry... Music is in a 2+ decade decline they never recovered from In 2003 NBC was bringing in $800M in profit Last year they lost $978M Hollywood is in the middle of it now How is fashion to compete in the personal content-driven commerce era if we’re still stuck in last decade’s influencer marketing #paidad era? There is no one on the planet who believes a 1 percenter lives for Walmart Now that everyone’s becoming their own individual retail shop LTK is salty… They're out there suing competitors for competing lool Quick question – why would a brand pay 8% commission to LTK? And not have any access to their own consumer data? The real threat obviously is TikTok Shop TikTok Shop had more than 15M global sellers as of January 1st Commerce is of course TikTok’s next conquest Who wants to scroll through through a single brand's ecomm grid when all products can be served through content and creators the algorithm has hand selected for you? TikTok put a production studio in everyone’s pocket  But mass fashion is finally on the path to obliteration with TikTok shop everyone can be a multi-fleet retailer + earn life changing commission People already shop from people and now they can get paid for what they do naturally? Game over TikTok is forging on to create hundreds of millions shopping reviewers The 2 largest generations ever born see moments in their lives as content so it makes sense THey grew up w/radically different influences + technology Shopping for them is equal parts discovery, inspiration, & community You can only win if you create resonant content B/c Gen Z spends over 10 hours a day online, discovery is foundational to their experience You have to cut through the noise with unique & entertaining content Like Khian Brown did a couple of days ago – achieving 71M views 11.2M likes 29.67 comments 700.7k shares 43.5k downloads for a single TikTok When has a mass fashion brand ever achieved this through their one-off influencers on Instagram? Oh and btw, on Instagram fashion is the lowest engaged category of all sectors on the platform at 0.28% How can you sell your things if no one is participating? Khian is an #airbnbpartner…. and a comedian that doesn't care about his kneeds #iykyk It's safe to say Airbnb is pleased with the performance avg video views for the hashtg is just 103.3k This TikTok performed 68,603% better Bottom line – the majority of customers are on social You must know exactly what's happening in real time You must know how to measure it to create the right content for the right communities in the right format at the right time And if we don't, we will suffer the same fate as the music industry And that would be detrimental to our economy considering our consumers far outspend any other country by more than half! #thegreatfashionreset #creatoreconomy #communitycommerce #contentistheproduct #tiktokisthestore

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Q for the beauty brand founders and marketing leaders out there: Can you describe your brand’s purpose in a single sentence? If yes, hell yeah. Keep doing what you're doing. If you’re thinking “Maybe. Kinda.” I totally get it. But in our highly competitive marketplace, the ability to quickly tell a client, an investor, or a potential retail partner precisely what your brand does and how it’s different from your competitors with clarity, confidence, and conviction is a super power. It can be the difference between capturing a sale, or not. Getting an investment to grow your brand, or not. Getting onto the shelves of Sephora, Ulta, or Credo, or not. Take a note from my client Ua Body—they took their established brand to the next level when they invested in their Verbal Brand Identity. Here’s what that looked like: https://lnkd.in/gUAuZm5r

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It seems that more people, like Scott Van den Berg, are starting to see what we've been saying since 1999! Affiliates were the original "influencers" on the internet. There's something much more appealing about getting a product recommended by someone you admire. Affiliate marketing, essentially referral marketing, involves earning commissions by promoting other people’s (or companies') products. This concept is now widely known as influencer marketing. Our first company was named Mbuyu (1999), which means "market tree" in Swahili. The name stood for "Buy by you." For consumers, the total number of channels has increased exponentially, expanding the ways influencers can connect with different audiences. With the new AI revolution, we will not only see the creation of even more content channels but also the rise of new influencers developing AI personas to populate these channels. The challenge for consumers will be deciding who to follow and on which channels. This, in turn, makes the challenge for brands even greater: finding the right and authentic influencers and their connected audiences.

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This a DTC version of up a creek without a paddle. My team had to tell one of our fashion brand partners: "Look, I can tell you what the truth is but I won't just tell you what you want to hear and say, yes" The brand is in what you'd call a conundrum. - afraid to increase prices - doesn't want to address their high opex - can't scale to make OPEX % smaller through volume - wants CPA cut in half next month - wants to maintain same sales Through ads we've acquired enough new customers that they grew 52% in the last 60 days. Profitable on first sale. That growth is causing strain on their team, which is understandable. Good problem to have but still stressful. So we recommended let's focus on getting you better margins while you catch up and build in structure. we recommended: - increase prices on some products. Their margins are lower than we like. - cut opex line items that aren't needed - roll out some bundling offers They instead would rather keep everything the same and go from a 4x MER target to 7x MER target. "can you guys just target traffic that would give us a $30 cpa vs our $52 CPA?" That's when we told them, "Look, I can tell you what the truth is but I won't just tell you what you want to hear and say, yes" That turned into us showing them a model that PROVED it wasn't realistic. And in that same conversation they actually thanked us for shooting straight with them. The real big benefit is we have access to A LOT of brands back ends and performance. We get to see across a lot of different verticals and products to see baseline performance. That is a big advantage. This brand is actually quite profitable. They just didn't know how other brands are playing the game to know they need to think differently to keep growing. Every brand on our books that is over $10mil in annual revenue runs their brand around 3x MER range. Your brand must be profitable at lower thresholds if you want to play with the big boys.

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For all my marketers out there looking to be early on the train with the next big social app, I strongly suggest familiarizing yourself with noplace. A bit of a hybrid of old myspace, twitter, and Rex this one seems to be carving out a nice authentic space in the overly algo-ed ecosystem and Im anticipating a lot of opportunity to play as this sandbox expands. Im new to it myself so here for any tips and tricks while I get to know the platform better! You can find me under username: Reesito. https://lnkd.in/e5mX7WkE

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This is interesting! I would argue every business, however big or small, experiences what is termed “The Beyoncé effect” in marketing their brand. However, what separates the great from the good is how marketers respond to such events in the journey. Most of us are happy with a blip and pray that it will last forever. But in reality, nothing does. What Levi’s did on Instagram (Created a temporary Levii’s logo with a double ‘i’ and a cute emoji as a tribute to the star) was clever, tactical, and creative that resulted in a substantial lift in their marketing metrics. Often, the data tells you ‘what not to do’ along with ‘what to do’. Levi’s chose to respond to the frenzy that followed the Act II: Cowboy Carter's release with a subtle gesture. It felt genuine (read classy) than going overboard with their marketing. Their fans loved it and Beyoncé’s fans loved it even more. The results: 20% rise in footfall at stores across the US 263% rise in searches for “Women’s Levi’s jeans” 14% rise in mentions of Double Denim on social media 20% increase in Levi’s share price (wow!) Note that in January this year, the company had announced major cost cuts as a result of dropping sales over a three year period. But, the interesting part is yet to come - to sustain the revenue impact. For this, Levi’s is making strategic changes to its marketing to ride the growing interest in denim and more importantly for the ‘cowboy culture’. How prepared is your marketing strategy for your own Beyoncé effect and what follows? https://lnkd.in/gY_mnHE9

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At UMAI, we often get asked if professional photography or if UGC (user-generated content) is best for marketing CPG brands. The answer? Both! I’m going to let my fashion background help me explain this one… I’ll compare UGC to on-the-fly athletic wear vs. perfect styling and dressing to the nines as reminiscent of studio assets. Both are aesthetically “cool” for different reasons and convey different meanings. Dressing up with pristine makeup, hair, and crisply ironed clothes, makes you feel like a powerhouse. People look at you and know you put a lot of effort into looking that good, and that garners respect. VS. just leaving pilates, a bit disheveled, albeit wearing a cute matching athletic set, evokes cool, relatable, and approachable.  Just like humans, brands are multi-faceted, and people expect brands nowadays to be more vulnerable and share more transparency in all aspects of their business. Professional studio photography and videography in marketing show that your brand is legit, polished, and high-quality. People see these stylized brand assets and want your product to feel just as elevated in their lives. You’re essentially selling “the dream” here. Then, UGC-style content shows that your brand is friendly and relatable. It portrays your brand's social and community aspects and builds trust. Here, you’re selling the KLT (know like trust) and relatability of your brand. So, when considering your Instagram feed, ad creatives, and other marketing needs, remember to strike a balance between both!

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Did you see this article in ELLE Magazine recently about Glossier, Inc.? As Glossier, Inc. turns 10, it's aiming to become a beauty brand with 100 years of impact. In the article, I liked how candid Founder Emily Weiss was when reflecting on Glossier, Inc.'s journey. When it comes to her popularity with the press for better or for worse, she shares her perspective, that at the end of the day, she would much rather have created a brand that is as beloved and as fascinating as Glossier is, than have a brand that people aren’t really interested in talking about at all. This was a great read. See the link below. Do you agree that any press is good press? #beauty #skincare #cosmetics #beautybusiness #beautyindustry

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Should beauty and fashion brands be jumping on "micro-trends" with their marketing copy and PR outreach? We're seeing a lot of "micro-trends" cropping up, thanks to TikTok and nearly anything Hailey Bieber does. From balletcore to eclectic grandpa to mob wife, there's an emerging look for everything. Should beauty and fashion brands jump on board? The short answer is that it comes down to your brand's identity and target consumer. If you're a bold, playful brand with an energetic social media presence, tying to trends when relevant can show a level of cultural knowledge and awareness. But if it's not aligned with your brand ethos, it can have the dreaded opposite effect - coming off as inauthentic and jumping on board just for the publicity. At my beauty and fashion PR agency VLIV Communications we do often tie our clients into TikTok micro-trends with our outreach - but only when relevant. They can be a fun way to have a client's expert speak to cultural zeitgeist and highlight their skills, while also showcasing products. That said, it's definitely on a case-by-case basis. For example, if your brand is known for its dramatic, bold aesthetic, connecting it to the romantic "balletcore" look would be a stretch. Similarly, if your imagery and messaging mostly includes fresh-faced, less-is-more beauty looks, mob wife will seem to come out of left field. Have any recent micro-trends intrigued you? Let me know in the comments below! And if you'd like more insights on what editors are looking for in 2024, download our NEW 2024 Lifestyle Editor Trend Report - linked in comments below! ✨✨✨ I'm Lindsey, the Founder and President ​​​​​​​​of VLIV Communications, a NYC based PR agency that catapults beauty, fashion, wellness and CPG brands to new levels of business growth with impactful media coverage. Feel feel to DM me or email me if you have any PR questions! #BeautyPR #FashionPR #BeautyMarketing #FashionMarketing #MediaRelations

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I’m about to reveal something that might surprise you. It’s a lesson that’s not often talked about. The key to mastering brand strategy isn’t solely found in listening to experts or reading countless articles. Although these sources are helpful, there’s a more effective method that few people utilize: observation. By closely examining brands and businesses you respect, you can develop your own unique insights about their success. Don’t rely on case studies, CEO speeches, or expert analysis videos. While these resources are beneficial, they provide a generalized view that anyone can access. To gain a real edge, you need to inject your own perspective into the mix. This method will help you refine your thinking, create original concepts, and uncover hidden truths about successful brands that even they might not recognize. Believe it or not, much of what makes a brand successful is stumbled upon by chance, which means there’s always more to learn beyond the “official” narrative. Most of what I’ve learned about brand strategy comes from observing, not from reading, watching videos, or attending courses. Simply paying attention has taught me more than any textbook ever could. While expert opinions are valuable, your own observations are equally important. Don’t forget to leverage your unique viewpoint.   As your go-to strategist and brand expert, I’m here to help you harness these observational insights. Together, we can craft a brand strategy that is not only informed by proven methods but also enriched by unique, real-world observations. Let’s uncover the hidden truths and unlock the full potential of your brand. #branding #strategy #personalbranding

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Rhode is THE celebrity brand of celebrity brands. But not every brand is as successful as Rhode, so how did they do it? Here's what I've seen: 1. White Space Identification Rhode differentiated themselves by launching as a skincare company instead of another celeb make-up brand. They also didn't immediately move into the make-up space. Instead, they focused on products that towed the line of make-up AND skincare (Ex: Tinted Lip Peptides). Once they found that consumers were receptive to both, they've been able to parlay into the make-up space (like their new blush line). 2. Creative, Creative, Creative Rhode has great creative. Simply put. It's simple. Clean. Aesthetic. Yet flavorful and engaging. It's perfectly aligned with who the brand is at its core. 3. Skincare as a Routine Unlike makeup, which people change up based on occasion, skincare is a daily routine that hinges on consistency. This means customers are more likely to repurchase regularly. By focusing on skincare, Rhode taps into a consistent consumer habit, driving higher customer LTV and brand loyalty. 4. The Coveted PR List The Rhode PR list has become the most talked about PR list in the influencer world. Being on the Rhode PR List signifies your status as an influencer more than your follower count. And as a brand, you know you've made it when your PR gift is more validating to the influencer than to the brand. 5. Hailey's Involvement Hailey is known for being a model with great skin. It's a no brainer that she would launch a skincare company. She holds the title of creative director, which gives credibility to the brand, making it feel authentic and personal to her. She is consistently present in the brand’s narrative, and it never feels over the top. AND the brand succeeds even in her absence from some campaigns. Hailey Bieber, we 💙 Rhode. Why do you think Rhode has been so successful? What do you think about their move from skincare into make-up? P.S. Can LinkedIn influencers get on the rhode skin PR list? Asking for a friend😅 -- Follow Ali Kaltman for more brand breakdowns 💙 #rhode #brandmarketing #branding #marketing #celebritybrands

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PSA for all freelancers looking to land high-paying clients: Most of the people you pitch won’t reply. Or they’ll say no. Or they’ll take weeks to get back to you. Pitching is not a one-day game. Your chances of landing regular, high-paying work increase significantly the more you put out there. Learn from every no. Improve your marketing materials, especially your LOI. Work on understanding (and improving) your win rate. (On average, most writers will see a 5-10% win rate from cold LOIs.) You only need 4-7 clients on contract to make an excellent living as a freelance writer. Calculate how many LOIs you need to send in order to land them. Then get them out as quickly as you can. 

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Why should investors fund my and MakeLoveNotPorn's 'safest place on the internet' 100% human-curated operating system, my upcoming female-lens adtech, and female founders generally? Because THIS. 'When a children’s jewelry maker began advertising on Instagram, she promoted photos of a 5-year-old girl wearing a sparkly charm to users interested in parenting, children, ballet and other topics identified by Meta as appealing mostly to women. But when the merchant got the automated results of her ad campaign from Instagram, the opposite had happened: The ads had gone almost entirely to adult men. Perplexed and concerned, the merchant contacted The New York Times ... The Times opened two Instagram accounts and promoted posts showing the 5-year-old girl, her face turned away from the camera, wearing a tank top and the charm. Separate posts showed the clothing and jewelry without the child model, or with a black box concealing her. All of the paid ads were promoted to people interested in topics like childhood, dance and cheerleading, which Meta’s audience tools estimated as predominantly women. Aside from reaching a surprisingly large proportion of men, the ads got direct responses from dozens of Instagram users, including phone calls from two accused sex offenders, offers to pay the child for sexual acts and professions of love. The results suggest that the platform’s algorithms play an important role in directing men to photos of children. And they echo concerns about the prevalence of men who use Instagram to follow and contact minors, including those who have been arrested for using social media to solicit children for sex. On Wednesday, New Mexico’s attorney general, Raúl Torrez, announced the arrest of three men who were caught in a sting operation trying to arrange sex with underage girls on Facebook. Calling it “Operation MetaPhile,” Mr. Torrez said Meta’s algorithms had played a key role in directing these men to the “decoy” profiles created by law enforcement.' Michael Keller Jennifer Valentino-DeVries The New York Times https://lnkd.in/eHRFJn6G

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Of COURSE I have some thoughts on a recent incident involving Bethenny Frankel and Chanel. If you missed it, Bethenny, the founder of Skinnygirl Cocktails and a former Real Housewife, was apparently turned away from a Chanel store in Chicago. She posted about her experience, describing it as "elitist and exclusionary" because she wasn't dressed in a way that looked "dolled up" or "wealthy." Her post quickly gained traction with over 190,000 likes and 20,000 comments. So I’ve been watching how Chanel handles this situation, and as of this writing … well, they haven’t done much of anything. This kind of non-response might not hurt Chanel’s sales, but it definitely puts a spotlight on how brands can be scrutinized when influencer content goes viral. AdAge asked me for a quote about this, and here’s what I said: “The most amazing response would be something funny that pokes fun at what went down, apologizes to her, and shows that they don’t take themselves so seriously.” Imagine Chanel embracing the moment with humor and humility – maybe even with a Pretty Woman reference?! (Let it be known that I added a clarification: I don’t actually think they’ll do it. Go ahead and surprise me, Chanel!) This little dust-up is yet another reminder of the power influencers have in shaping public perception and how brands need to be prepared to respond. It’s not just about sales; it’s about brand image and consumer trust. All the high-end marketing and brand power in the world goes out the window when the real-world experience doesn’t deliver. https://bit.ly/4bYQVk1

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A lot of people talk about how conversational search and genAI will help out consumers. But one of the things I’m most excited about is how it’s going to make merchandisers’ lives better. One of the hardest things about the job today is trying to figure out what a shopper wanted when they landed on your site, and how hard they had to work to find it. With traditional search, you might only get a few words or a short phrase to figure it out, which isn’t much context. The beauty of conversational search is suddenly the merchant will have so much more information - instead of a couple words, they might have paragraphs or even full conversation transcripts they can reference — much deeper insight into what was going through the customer’s mind while they were shopping. Brendan Witcher goes on to explain how that information can then be used to produce more useful product copy and other CX enhancements. It’s one of my favorite parts of our webinar last week. What do you think?🤔

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Emerging Beauty Brands! Just a quick reminder that if you would like to connect with 150+ creators via an organic gifting opportunity (free) I am here to chat! Lipservice is growing quickly and I’m happy to still offer free opportunities to small brands looking to gift and genuinely connect with the community. Tag a brand below or connect me with an entrepreneur who might be ready to grow their #influencermarketing program!

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President Biden just signed a potential TikTok ban into law. TikTok has 9 months to sell with/ a possible three-month extension if a sale is in progress. On this week's episode of our SheSpeaks Inc. podcast the Influence Effect, Mimi Banks shares how TikTok has: 1) Impacted the beauty industry and 2) How is it now shaping the beauty industry We also talk about the pros and cons of influencer trips (e.g., Bora Bora) and the new brand imperative of building community on social media. A clip is here and link to the full episode is in comments ⬇ This is part 2 of my conversation with the wonderful Mimi Banks of MB Social ❤️ #TikTokBan #InfluenceEffect #BeautyIndustry #InfluencerMarketing

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It all starts with discovery. hacking the algo, scrutinizing over every stage of the funnel, strategizing each deliverable down to the moment the post goes live.... Not it. Truly understanding the art+science that is influencer discovery. The marrying of two brands to tell a cohesive, authentic (sorry, I still love this word), and impactful story. That's it. If you don't invest the time (and the right talent) into your discovery phase, the other stuff won't matter. The performance will suffer and the program won't ✨ sparkle ✨ #influencermarketing #brandmarketing #creatoreconomy

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