Mack IMPACT Forum examines how to thrive in a disrupted world
SAN DIEGO, Calif. — “We all love predictability and feel stress during moments of change and disruption. But the future is about expanding in our intangible leadership skills so we can better manage the changing environment. There has been too much change in too short of time. Tomorrow is all about how you think, not just what you know. We must all expand our capacity. Amazon has disrupted everyone’s journey, and we must change along with it.”
That was the opening challenge issued by Dan Mack, founder of Mack Elevation Forum, at the IMPACT Forum, a one-day event hosted by the organization in August.
The event explored how CPG companies protect and grow traditional retail customer business, and thrive in the digital space. Among the key ideas discussed at the Fourm was a recent insight from Forrester Research that looks at Amazon simultaneously as a sales catalyst, a marketing engine and a competitive threat. “Tomorrow’s best organizations will understand how to co-exist and thrive with Amazon and grow their top traditional retailer partners. It will take new thinking, capabilities, structures and mindsets to achieve this vision,” said Mack.
The event featured four unique voices commenting on new thinking, strategies and philosophies for nurturing a portfolio of digital and conventional retail customers to meet the needs of today’s new consumer.
Bryan Gildenberg, chief knowledge officer, Kantar Retail, talked about the “New World Order” and the global implications of disruptive change.
“Ninety percent of all big brands have lost market share,” Gildenberg said. “By 2020, the average consumer will be spending $2 on non-stuff (intangibles), and $1 on stuff (tangibles). Premium products must deliver a measurable premium benefit. The future is about moving from product to transformational experience. All brands are now in ‘perpetual moments of truth.’ It’s all about moving consumers to conversion.”
Nathan Rigby, VP sales and marketing for One Click Retail, led a discussion on “Best in Class Digital Intelligence.”
“Granular data understanding is vital in uncovering the truth about your digital business,” Rigby said at the start of the presentation. “You may be misled and not even know it. Sales people are removed from the quote process at Amazon. And brands must create thoughtful strategy, structure, and skills to drive Amazon’s success and optimize their conventional retailer business.”
Melissa Burdick of Leigh and Burdick’s e-commerce and Amazon advisory, talked about “Blind Spots in Amazon Partnerships,” shining light and correcting misperceptions about Amazon’s pricing strategy.
“Amazon is a huge magnifying glass,” she said. “They are price-followers and do not set national price strategy. They essentially follow the price dynamic you have created in the national marketplace. Amazon is not the catalyst; the manufacturer creates their own pricing problems.”
Patrick Miller, co-founder of Fly Wheel Digital, discussed “Optimizing the Amazon Ecosystem.” According to Miller, “Amazon is customer-obsessed, long-term oriented, and fueled by innovation,” he said. “And they are dramatically more efficient at buying media than Facebook and Google. Customer experience is their ultimate scorecard; everything runs through this filter.”
“The key for everyone in balancing pricing is to clean up your own mess in the marketplace,” Miller added.
In summation, Mack reminded Forum attendees, “many of the most relevant brands manage a portfolio of distribution streams to meet the customer where they are at in the larger consumer ecosystem. The best retailers and brands are artists, filled with emotion and personality. Speed and experimentation are the new currency. Resource optimization no longer creates competitive advantage. It’s now about creating platforms, brandable services and true value creation that matters to the consumer.”
As an example, Mack shared the philosophy of Jimmy Iovine, music executive, producer and co-creator of Beats by Dre headphones: “I have learned to harness fear. When I start to feel it, I move forward…I took the rearview mirror off my car a long time ago.”
“The most interesting companies embrace the question, ‘what’s next,’” Mack said.
Rimmel London adds James Molloy as global makeup ambassador
NEW YORK — Coty is looking to a rising star makeup artist to represent its Rimmel London brand globally. The company announced recently that James Molloy is the global makeup ambassador for Rimmel London. The brand said that it recognized him as a voice to communicate its edgy and evolving beauty vision to consumers and influencers, and that the partnership was part of its efforts to develop up-and-coming talent that connects with consumers.
“We are extremely excited to be working with James as our new global makeup ambassador for Rimmel,” Coty VP global marketing Rimmel London Montse Passolas said. “James has spent some time abroad, which has given him an impressive and open-minded view on beauty. His connection and understanding of the new digitally savvy modern consumer that embraces different looks based on her ever evolving persona; drove us immediately to James; and if you top that with his genuine warmth as a person and love for make-up like us … sparkles can come out of this partnership.”
Molloy has had his work appear in such fashion and creative publications as Vogue, Harper’s Bazaar, Lula, i-D and 10 Magazine. He has previously served as MAC Cosmetics’ UK senior artist and direct of makeup artistry for the Asia Pacific region. This allowd him to be at the heart of key shows for such designers as Stella McCartney, Moschino Resort and Proenza Schouler. He also established MAC’s artistry training programs and maintained a role in new product development.
“Drawing on his passions for art, fashion and makeup, James will bring his unique creative vision to Rimmel,” Coty VP U.S. marketing for Rimmel London Chandra Coleman said. “We are thrilled to embark on this journey together and can’t wait to see how he will empower and inspire all individuals to express their individuality and edge their look.”
In his role at Rimmel London, Molloy will create innovative, trend-led looks that appeal to both consumers and influencers, bringing his artistry experience to the brand while influencing product innovation and shade development.
“I am truly honored to partner with Rimmel as their new Global Makeup Ambassador,” Molloy said. ”I am so proud to be working with such a strong British brand and am very excited to start working with them on their new image and bringing the London Look to life.”
Breast cancer survivor pairs with oncology nurse on new cosmetics line
KENNEBUNK, Maine — SaltyGirl Beauty, a cosmetics company out of Kennebunk, Maine that produces high-quality, organic and sustainable beauty products made in the USA, on Thursday announced its nationwide online launch. Founded by sisters Sarah Kelly, breast cancer survivor, and Leah Robert, oncology nurse, SaltyGirl Beauty offers women a nourishing beauty product line using certified organic and natural ingredients.
The SaltyGirl cosmetics line includes lipsticks, foundations, concealers, mascaras and multi-sticks. Each colored product in the line was named after women who demonstrates strength, sass, and beauty, the pillars of what makes a 'SaltyGirl'. The brand launch is also accompanied by a new e-commerce website.
"After losing my hair during cancer treatment, I felt like I'd lost a part of what made me feel beautiful," Kelly said. "I ended up turning to my favorite lipstick and scarf to help me reclaim my confidence during that tough time. Our goal with SaltyGirl Beauty is to create products that allow women to feel beautiful and confident without compromise."
"I am so pleased to be able to refer my patients to a product line that enhances their natural beauty without posing health risks. I am thrilled as well to introduce these healthy lifestyle products to my friends. These products are a joy to use for both individuals going through cancer care as well as those just wanting to enhance their overall heath" said Tracey Weisberg, president of the New England Cancer Specialists Center.
Through Kelly's difficult health journey, the sisters were inspired to create 'Foundation4Love', a nonprofit whose mission is to give cancer patients a way to disconnect from their illness and connect with their loved ones. A full 10% of all SaltyGirl proceeds support Foundation4Love.