Building Cultural Relevance for a Legacy Beauty Brand

TL;DR

In this episode of Connected Thinking, we're joined by Caner Daywood, Senior Advocacy Manager at L'Oréal Luxe for Urban Decay & IT Cosmetics. Having led global content and influencer campaigns for brands including Charlotte Tilbury, Fenty Beauty, Tommy Hilfiger and Cartier, Caner shares his perspective on what it takes to build culturally relevant beauty brands today.

‍

We're chatting about:
→ How Urban Decay gave a cult favourite a creator-first comeback
→ What today's beauty consumers expect from brands
→ Why creating cultural moments beats chasing trends

More Podcasts

Our series of chats with standout voices from the world of marketing.

Canon

Why B2B Marketing Is Starting to Look More Like B2C

Gaysians

Community-Led Marketing, Marginalised Voices & Brand Loyalty

Tom Fenwick-Smith

Building the UK’s Most Engaged Telecoms Brand on Social

111SKIN

Creating a Brand Universe, Celebrity Placements & IRL Moments

Barilla Group

How to Bridge the Gap Between Social & eCommerce

BOL Foods

Should going viral be your measure of success?

Richie Brave

Inclusion, Community Influence & Reframing Imposter Syndrome

Hair Syrup

From TikTok Sensation to Dragon's Den Pitch

YouTube

Long-Form Storytelling, Global Trends & Building Trust

PerfectTed

Earned-First Mindset, Social Stunts & A 12-Hour TikTok Live

Arla Foods

Influencer Storytelling, Meaningful Representation & Taking Off Your Bias Lens

tbh Talent

Democratising Influence, Building Communities & Rethinking Brand-Talent Partnerships

Black Sheep Coffee

Matcha 2.0, Building A Cult-Following & The New Blueprint For NPD