Luis Garcia

Honored to be a past honoree named to The Direct 60 list! The Direct 60 recognizes brand leaders at the forefront of the direct-to-consumer pivot. These calculated risk-takers and new adopters are retooling their company infrastructure for a world where every brand is direct-to-consumer. Embracing technology, innovation, and next-gen strategies, these leaders are transforming their businesses and industry. Today, I had the pleasure of joining other past honorees speaking at 2024 The Lead Summit. My topic: AI Governance: How to move fast without breaking things. I can sum up my point of view with this simple quote “Innovation often requires breaking the mold, but it doesn't mean we have to break everything in the process." #Leadership #Innovation #DirectToConsumer #AI #TheLeadSummit

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The era of brand is not over, but the era of the ivory tower is. I believe the distance between the C-suite and the community is a forward looking indicator of brand health. The shorter the distance, the greater the likelihood of success. At e.l.f., we create the cultural conditions necessary for innovation to thrive, unleashing our superpowers at the speed of culture – all while keeping our community at the center of EVERYTHING we do. Our brand is continuously evolving, from our products to our marketing approach to our org design, to best serve the needs, wants and desires of our continuously evolving community. And you know what Dr. Marcus Collins, author of “For the Culture” (a must read) says about brands evolving: make each day a new one... or die. Hot off the heels of our speaking session at the Cannes Lions International Festival of Creativity, Marcus and I joined the WARC Podcast. We dove deeper into “why brand isn’t dead.” In fact, for those that put community at the center of their universe, brand is alive and well and thriving. e.l.f.’s 21 consecutive quarters of sales growth and market share gains is proof of that. When you invest in the brand, you make a commitment to showcase to the world who your brand is and who the people standing behind your brand are. We believe that when e.l.f. citizens feel included, valued, encouraged, and empowered, that’s where the magic happens. In a time where the ivory tower of brand is no longer, you must keep evolving or risk being left behind. 👂Give this episode a listen to learn more: https://lnkd.in/gZABZuas

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You’ve exhausted your list of influencers. Now what? 🤔 For beauty brands, this happens more often than you might think. Fierce competition and frequent product launches require ongoing content to keep up with their promotions. That’s why having a full pipeline of beauty creators is a top priority. 💄 Check out our latest blog post on how to find beauty influencers for any niche. We’ll also dig into what the best makeup influencers have in common, plus examples to inspire brands!👇 https://hubs.la/Q02yXVLk0 #influencers #influencermarketing #beautycreators #UGC

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Getting into a retailer like SEPHORA is a huge accomplishment. Once small brands get that initial yes they quickly get hit with the reality that they are in direct competition with 100s of other companies. Some of that competition is going to be multi-national companies that spend hundreds of thousands of dollars to support their brand’s success in Sephora alone. Indie brands cannot compete with that kind of financial power. It’s one of the reasons I support the merchandising effort this retailer has done under The Next Big Thing. The section highlights many of the new entries coming into the retailer. It gives a collective nod to the underdogs. It also becomes a pivotal benchmark for how much product will be sold from those shelves. Products that do well in this section...stay in the store. Products that do not sell well in this section....get discontinued from the store. I encourage customers to seek out The Next Big Thing sections in Sephora. There are separate sections for skin care and hair care in each store nationwide. Black and brown founded brands are being highlighted here. They must be supported to survive. #IndieBeauty #BlackBeautyBrands #Sephora

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Hi there, It’s Anat, chiming in. CeraVe, the skincare brand recently known for its viral #superbowl ad with Michael Cera is back with a unique twist. Partnering with agency 72andSunny, they've launched a romcom trailer, "The One Under the Sun," to promote their Facial Moisturizing SPF 30 lotion. Let's explore how this unconventional move is changing the game in marketing. CeraVe's romcom trailer isn't your typical ad. It seamlessly weaves product promotion into a captivating storyline, blurring the lines between entertainment and advertising. By tapping into emotions and universal appeal, they're creating a memorable experience for consumers while subtly reinforcing their brand message. This approach signifies a shift towards more creative and authentic marketing strategies, challenging brands to think outside the box. CeraVe's romcom trailer exemplifies the power of storytelling in marketing. As we embrace this ideology, it's essential for brands to prioritize creativity and connection with consumers. How will you adapt your marketing approach in light of this? Let’s talk! I love meeting new people. https://lnkd.in/gJVY-6Cx

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My mind is e.l.f.ing blown (AGAIN 🤯). e.l.f. was named the #2 fastest-growing manufacturer of CPG (consumer packaged goods) in our $1-$2.5 billion revenue class. It’s e.l.f.ing fantastic when a respected global insights firm confirms what we feel on the command deck of the E.L.F. BEAUTY 🚀: we are a different kind of company, punching above our weight class and flying far beyond our industry. C.P. E.L.F.ING. G. 💥 This isn’t only beauty; CPG consists of all of the things on all of the days that we use to live our daily lives – food, beverage, vitamins, personal care, makeup, and so much more. I’m incredibly appreciative that the amazing humans at Circana recognized e.l.f. as prioritizing its community and meeting our fans and friends where they are. Building that two-way relationship is what we do every day here at e.l.f. when we deliver the best of beauty to every eye, lip and face with integrity, quality and value. At e.l.f. we don’t talk about being community-centric, we ARE community-centric. Every decision we take centers around the communities we serve. The report specifically called out e.l.f. as an example of premium and value bifurcation – delivering lower-priced, premium-product alternatives to the market. That’s the principle that has fueled e.l.f. since our first day, through our 20 years and will continue to propel our future, further and far beyond 🚀✨ Circana, this report has made my e.l.f.ing day ☀️

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When it comes to product discovery, the fundamentals remain the same—get in front of your shopper's line of sight, whether that's a billboard on a highway, posters on the wall along the subway's escalators, or highlighted posts in the endless scrolling on social media. Per the study by Forbes Advisor, if #GenZ searches TikTok for gift ideas, hair and makeup, and wellbeing & fitness, then that's where you need to show your products. If GenZ searches Google for electronics, restaurants & bars, and local services for repairs/cleaners, then that's where you need to be seen. #ecommerce #customerjourney #productdiscovery

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Listening to couple of podcast channels has been my morning routine on way to work.Building Better CMOs is one of them. Greg Stuart is simply awesome, the way he drives any conversation, the way he modulates his voice (goes low to high so seamlessly in certain moments that need that) , the way he brings in that personal touch is all 100% worth. In addition the kind of leaders he brings in ooze brilliance and inspiration. Greg - I listened to 2 of your podcasts today, so the next post coming up soon. (Ofcourse I took notes!) This one in particular that I listened to today morning is with the high energy Michelle Crossan-Matos . Not a moment to be missed in this conversation. What clarity of thought ! Some of the habits that Michelle shared, I follow as well- -Early morning wake up time -Reading about Leadership -Going for a power walk (I do a power run) -Taking notes on her phone, journaling -Basically preparing your brain for the day There are so many highlights in this conversation, one of the things I lovewhen she says CMOs need to be more of center brain than left or right. Then creating your own framework is important as you move in your career journey . I love her perspective that ----if one got to teach 5 people tomorrow on something, what helps is a framework that is own. I get the essence of it and hence I always accentuate the importance of getting out of your laptop for few moments each day and whiteboarding. I have a big white board in my home study where I keep writing/doodling depicting what's on my mind and tell you what - it is empowering ! Marissa is also the most vocal person in her boardroom and thats such a great sign of a great leader. And yes, she also calls herself the luckiest #CMO in the entire world......because....because her CEO is a former CMO. (All CMOs will relate of this) Another highlight from Marissa - Don't walk away from brand building. And also, if you get an opportunity to work in the 'retail' category ever, don't miss it (a lot of good reasons) PS: I gotta say with 3 eyeliners and 3 mascaras bringing in dimension to your eyes (the essence of it is linked to one's career journey as well!) So, I urge leaders to take out 32 mins and listen in to this! Building Better CMOs Podcast #Podcast #CSuite #Leadership #CMO Ammita Mistry Rudrashish Nag Moneka Khurana Lloyd Pereira

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A cookie dough brand + A curated pop-culture, celeb site..... What do these two have in common? They came together to create one of the most clever, creative, fun, well-executed, and delicious brand partnerships I've seen! 👏 Bravo DEUX x Deuxmoi! Why is this brand partnership so great? 1. Brand synergy - similar brand names, fun, playful tone 2. Building buzz - with over 2M IG followers, Deux is getting some serious brand exposure to a new, and highly engaged customer base 3. Product - the Deux product incorporates the Deuxmoi catch phrase ANON PLS into the product with a "rich, creamy flavor you know and love…..” But what is the actual flavor? Well, it is going to remain anonymous, so you'll just have to try it! Plus, Each ANON PLS jar features a scratch-off sticker with a NEVER BEFORE SEEN blind item, courtesy of Deuxmoi. Get all the deets here: https://lnkd.in/djMNkpGr What are some of your favorite brand partnerships?

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How American supplement brands can stay ahead in a global market: Key trends for 2024 1️⃣ Quality Prioritization: Quality is the name of the game. Consumers are demanding higher standards, and the "Made in USA" label still packs a punch. American manufacturers need to keep those quality control standards sky-high and secure certifications from trusted third parties like NSF - Food Safety & Quality . For marketers, this is gold, leverage these certifications and quality assurances in your messaging to build trust and credibility with both domestic and international customers. 2️⃣ Probiotic Strains: Strain-specific probiotics are on the rise, with a focus on clinical trials and targeted benefits. Unlike generic probiotics, these specialized strains promise more precise health benefits, backed by solid scientific evidence. Marketing strategies should highlight the unique selling points of these strain-specific probiotics, showcasing the clinical data and specific health benefits to stand out from generic products and justify the premium pricing. 3️⃣ Sustainable Product Design: Sustainability isn't just a buzzword; it's a must. With consumers globally becoming more eco-conscious, the move towards sustainable packaging, like compostable bottles, is gaining traction. Marketers should shout this from the rooftops—emphasize your company’s commitment to reducing its environmental footprint and appeal to the growing segment of eco-conscious consumers. Incorporating these trends into your marketing strategy can position your brand as a leader in the supplement industry. By emphasizing quality, sustainability, and scientific rigor, you can connect with consumers on a deeper level and build lasting trust. Ready to take these insights and boost your brand? Let’s chat about crafting a marketing strategy that aligns with these trends and drives your business forward. Drop me a message to get started! #Supplements #VitaminsAndSupplements #trends

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Truly beautiful moment for MASAMI! Thank you CEW! We are honored and humbled to be included in CEW (Cosmetic Executive Women)'s Indie 25 report for brands under $10M, including these other amazing indie brands: ASCENTION BEAUTY CO., Inc., fellow Conscious Beauty Collective Shop brand Caire Beauty, JANUARY LABS LLC, Joaquina Botánica, Labomme Beauty, LALAIS, Miss Rizos, Neon Hippie, Ourside, Pound Cake, Beia, Dermasuri, ESW Beauty, good light cosmetics, Josh Rosebrook Skin and Hair Care, Dr. Diamond's Metacine, Furtuna Skin, Good Dye Young, Kate McLeod, KORA Organics, Leaf Shave, LYS Beauty, RANAVAT and wakse™. Per this timely report: "The indie beauty landscape has undergone significant evolution since our last report two years ago. Most notably what has changed is how valuable indie brands are to the overall beauty industry. According to NIQ, their total valuation reached $38.3 billion as of April 2024, up 15% versus 2023. This growth is fueled by several factors, including pushing boundaries and promoting inclusivity; innovating at lightning speed; personalizing outreach to consumers; and creating omnichannel approaches in distribution. And, of course, indie beauty is a force behind sustainable beauty, tracking double digit increases in the number of brands that are biodegradable and vegan, per NIQ. In this Indie25 Report, you’ll find promising brands categorized by sales volume, along with their social handles, founder stories, and valuable advice. Meet the hottest rising stars generating buzz across today’s beauty landscape." #indiebeauty #consciousbeauty #haircare #cleanbeauty #smallbusiness #femalefounders #beautyaward #beautyindustry #brandvalues #vegan

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