Ecommerce Playbook: Numbers, Struggles & Growth
Growing Profitability ft. Cherene Aubert of ILIA Beauty
Feb 1, 2024
This episode features Cherene Aubert, VP of Digital and Ecommerce at ILIA Beauty. Cherene discusses ILIA Beauty's journey from skincare to clean cosmetics. She also highlights the importance of investing in brand media and TikTok for the beauty industry. The chapter touches on bridging the gap between marketing and finance in e-commerce, as well as the distinction between skincare and cosmetics in customer behavior and product profitability.
30:36
Episode guests
AI Summary
AI Chapters
Episode notes
Podcast summary created with Snipd AI
Quick takeaways
- Investing in media and distribution is crucial for e-commerce brands to align with business growth rates and target the younger demographic on platforms like TikTok.
- Strong brand differentiation and storytelling, along with strategic pricing and virtual bundles, are essential for beauty brands to stand out in a competitive market and attract new customers.
Deep dives
Understanding the importance of media investment and distribution
The podcast episode discusses the significance of investing in media and distribution for e-commerce brands. It emphasizes the need to align media growth with the overall business growth rate. The guest, Shreen Aubair, points out the importance of having a balanced media budget that takes into account various channels, including retail and wholesale. She highlights the need to invest in brand media that may not have direct conversion objectives but contributes to brand recognition and recall. Additionally, she emphasizes the value of being present on TikTok and targeting the younger demographic, as it has become a key platform for beauty brands.
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
