44 - Somer Tejwani, Too Faced

In Episode 44 of Earned, Conor sits down with Somer Tejwani, VP of Global Marketing at powerhouse beauty brand Too Faced. We start by discussing Somer’s long tenure at Too Faced, and hear how the brand’s great products—and savvy influencer strategy—played major roles in Too Faced’s $1.4B acquisition by Estée Lauder in 2016. We then dive into Too Faced’s influencer marketing playbook, as Somer shares the brand’s authentic approach to influencer collaborations. Switching gears to leadership philosophies, Somer explains why she prioritizes being tuned-in and involved with her team. We also explore Too Faced’s approach to TikTok, and hear how the platform has sparked renewed interest in the brand’s legacy products. Finally, we close the show with Too Faced’s top three influencer marketing strategies, and learn how the brand’s tactics for engaging influencers have evolved over time.