Why Customers Swipe Right on Brands That Share Their Values With Ayal Pascal

In Ep. 165 of Earned, CreatorIQ CMO Brit Starr sits down with Ayal Pascal, VP of Marketing at Allies of Skin—a skincare brand that has successfully combined high-performance clinical formulations with emotionally charged narratives to revolutionize the beauty industry. To start, we dive into Ayal's journey from working on product development at L'Oreal to the indie brand scene, offering fascinating insights into product development and marketing strategies at different company stages. Ayal emphasizes the importance of direct communication and insights gained from listening to consumers and creators, highlighting how these relationships shape the evolving consumer journey. The discussion also explores the shift from traditional purchase funnels to digital and community-driven interactions, underscoring the significance of maintaining authentic connections with creators in today's social media landscape. We explore insights into Allies of Skin's strategic global expansion and the unique storytelling behind its products, such as the popular Growth Factor Serum. Ayal’s move to Bangkok and his role in positioning the brand in emerging markets is explored, emphasizing the importance of balancing a strong US presence with international growth.

In this episode, you’ll learn:

1. How shared values drive consumer loyalty: Consumers today seek more than just great products. They want to support brands that align with their beliefs and values.

2. The ripple effect of influencer marketing: When one creator shares a product they love, it often spreads through their network, creating organic buzz and credibility.

3. Why community is more powerful than advertising: Brands no longer have sole control over the narrative. Consumers trust their peers and favorite creators to shape their decisions.

Connect with the Guest:

• Ayal’s LinkedIn - @ayalpascal

Connect with Brit Starr & CreatorIQ:

• Brit’s LinkedIn - @britmccorquodale

• CreatorIQ LinkedIn - @creatoriq

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• CreatorIQ YouTube - @CreatorIQOfficial

• CreatorIQ Instagram - @creatoriq

• CreatorIQ TikTok - @creator.iq

• CreatorIQ Twitter - @CreatorIQ