Cheers to Aila for saying everything that people who understand how to build a great brand know but that investors/boards don't like to hear. Wonderful interview.
This interview was gold. Pretty sure I still have a screenshot of Merit's pre-launch Instagram grid buried in an inspo folder somewhere - they've been the model since day one. I'm very much in their target demo and ironically just came from Sephora right before reading this and had grabbed Merit's Shade Slick lip oil, not because I saw a viral post or rec, but because I needed a lip product and my brain defaulted to Merit in the crowded maze of beauty brands. The power of consistent positioning is so real
Exactly this! Also really resonated with the idea of speaking to your consumer like they are a grown adult. Seems so simple but not a lot of brands do that…
It's so true. I literally had the thought in Sephora (before finding Merit) "none of these brands are for me" and that's exactly why. Now as a marketer/founder I can't stop thinking about how Aila doesn't keep social media on her phone.....
Great interview Rachel! Social gets written off as entry-level, but it's one of the best brand educations you can get. You're storytelling in real time, you're the face of the brand, and you see exactly what your consumer cares about first hand. That's not a starting point. That's a foundation IMO.
I love the “campaign before product” idea. I’d just add this tension: that only works if leadership is comfortable saying no to short-term revenue pressure. Most brands want to be thesis-led, but they’re still ruled by the next launch calendar. Merit feels different because the philosophy actually dictates the roadmap.
Cheers to Aila for saying everything that people who understand how to build a great brand know but that investors/boards don't like to hear. Wonderful interview.
🎯🎯🎯
she’s great and actually was just on mg podcast ‘The Beauty Sessions’ x
can't wait to listen!
so great !
This is one of the best interviews I’ve read in a very long time - great questions, even better answers! Aila needs to teach a masterclass
agree! and it should be required listening for every cmo!
This interview was gold. Pretty sure I still have a screenshot of Merit's pre-launch Instagram grid buried in an inspo folder somewhere - they've been the model since day one. I'm very much in their target demo and ironically just came from Sephora right before reading this and had grabbed Merit's Shade Slick lip oil, not because I saw a viral post or rec, but because I needed a lip product and my brain defaulted to Merit in the crowded maze of beauty brands. The power of consistent positioning is so real
Exactly this! Also really resonated with the idea of speaking to your consumer like they are a grown adult. Seems so simple but not a lot of brands do that…
It's so true. I literally had the thought in Sephora (before finding Merit) "none of these brands are for me" and that's exactly why. Now as a marketer/founder I can't stop thinking about how Aila doesn't keep social media on her phone.....
I love this and she’s great—I wrote a very similar piece yesterday and also she’s the latest guest on my podcast The Beauty Sessions x
I’ll have to give it a listen!
Pls do! https://open.spotify.com/episode/6FmgwO6fham7LomiwRGvFA?si=E4a12z6STWqdNtyYXsQBmA
Great interview Rachel! Social gets written off as entry-level, but it's one of the best brand educations you can get. You're storytelling in real time, you're the face of the brand, and you see exactly what your consumer cares about first hand. That's not a starting point. That's a foundation IMO.
yes!
This interview was definitely one of a kind. Refreshing, with well thought questions and insights!!
I love everything about this interview. So refreshing.
Loved this interview!
it’s a good one!!
This healed me.
Great interview !!
Such a great interview. Nodding the entire time I was reading this.
I love the “campaign before product” idea. I’d just add this tension: that only works if leadership is comfortable saying no to short-term revenue pressure. Most brands want to be thesis-led, but they’re still ruled by the next launch calendar. Merit feels different because the philosophy actually dictates the roadmap.
Love this 💡
Excellent interview.
glad you liked it!!
👏🏼