On Brand with ALF & Rory Sutherland

Digital-first brand Trinny London's CMO Shira Feuer talks about Trinny Woodall's beauty brand.

Mar 22, 2022

51:43

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Episode notes

Introduction

2min

Trini London: A Digital First Brand and Direct Consumer Brand

3min

The Benefits of Match to Me

2min

How to Reach Your Target Audience

2min

The Differences Between Online Cosmetics and Retail

3min

The Importance of Delivery in E-Commerce

2min

Match to Me: A Digital First Brand and Personalization

2min

The Paradox of Choice in Online Shopping

2min

The Importance of Brand Loyalty in Male Listeners

2min

10.

How Trini's PR Agency Helped It Grow

2min

11.

The Dangers of Black Box Algorithms

3min

12.

Hybrid Working: The New Normal

3min

13.

Flexible and Hybrid Working

2min

14.

The Importance of Flexibility in Marketing

2min

15.

The Future of Trini Cosmetics

2min

16.

The Importance of Branding in Startups

3min

17.

The Dangers of Perfectionism

2min

18.

The Importance of Consistency in Product Design

3min

19.

How Domino's Discounted Cyber Weekends

2min

20.

How to Increase Lifetime Value

2min

21.

The Danger of a Ceiling in E-Commerce

3min

22.

The Future of Locker Systems

2min

23.

The Importance of Brand Values

2min

Trinny London has been a digital-first brand since it launched. Shira Feuer, Chief Marketing Officer talks to Rory about building Trinny Woodall’s beauty brand in a sector where the customer base usually want to be able to test or try first. Shira talks about the brand’s online try-on and product recommendation tool, Match2Me. Trinny London came into its own when the pandemic hit as they were able to offer a level of service when some other brands were having to play catch up. Social media communities obviously play a huge role in the marketing strategy, not least the Trinny Tribe.

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