Welcome to this episode of the Advertising and marketing Vanguard podcast. Immediately, Jenny Rooney sits down with Katie Gohman, CMO of Olaplex, to debate Katie’s transition from Marc Jacobs to Olaplex, her strategy to resetting the model, and the brand new chapter for Olaplex targeted on foundational hair well being. 

Katie shares insights on navigating model challenges, the variations between vogue and wonder advertising, and the way manufacturers can successfully stability social media narrative and model storytelling.

She explains her strategy to elevating Olaplex’s premium positioning whereas sustaining its technological basis, repositioning from injury restore to foundational hair well being, and connecting with the wellness motion. 


How brands can market to skincare

The CMO, who led Olaplex’s model refresh that went stay in February 2024, shares how she balances short-term efficiency with long-term model constructing, the significance of C-suite alignment, and reaching multi-generational shoppers within the aggressive magnificence panorama.

Beforehand, Katie served as CMO at Marc Jacobs and has in depth expertise in each the wonder and vogue industries, together with ten years at L’Oreal. Her profession spans over 20 years throughout varied advertising management roles, with a concentrate on model stewardship and enterprise progress.

Unlocking the Creator Financial system with Awin

Do you know influencer advertising drives twice as many gross sales as show promoting, with a 37% larger retention price? 

Awin helps manufacturers harness this potential with tailor-made influencer administration options that drive measurable outcomes. Whether or not you’re seeking to develop your creator roster, foster long-term relationships, or observe full-funnel efficiency, Awin’s experience and platform integrations make it straightforward to scale campaigns and optimize affect.

With partnerships throughout CreatorIQ, LTK, ShopMy, and extra, manufacturers achieve entry to highly effective discovery instruments and seamless monitoring capabilities, guaranteeing transparency and effectivity at each stage.

Right here’s how manufacturers can maximize their influencer advertising:

  • Discover the suitable creators: Entry a various community of influencers, even in area of interest markets.
  • Observe efficiency with full transparency: Measure affect from consciousness to conversions in actual time.
  • Incentivize influencers successfully: Fee-based rewards by affiliate hyperlinks and coupon codes hold creators engaged.
  • Mix influencer & affiliate internet marketing seamlessly: Awin’s integrations create a streamlined, results-driven strategy.

Unlock the total potential of influencer advertising. Go to awin.link/adweek to start out constructing high-impact partnerships in the present day!