Visionary Minds

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Inside MERIT: A Conversation with Aila Morin, CMO and Creative ForceIn this episode of Visionary Minds, we sit down with Aila Morin, Chief Marketing Officer of MERIT Beauty, the minimalist beauty brand that has taken the U.S. by storm — and is now expanding across Europe.Together, we dive deep into brand building, creative strategy, and global expansion, exploring what it takes for a digital-native beauty brand to resonate in heritage-dominated markets like France.From packaging and storytelling to international localization, Aila offers a rare, behind-the-scenes look at one of beauty’s most admired “quiet luxury” players.The Evolution of MERIT: From DTC Darling to Global ContenderThe Rise of a Minimalist Beauty IconFounded with a clear vision of intentional, elevated minimalism, MERIT has become a go-to for consumers seeking clean, thoughtful, and elegant essentials. In less than five years, the brand has built a reputation not just for product quality, but for creative consistency and cultural relevance.Distribution Strategy: From Digital Roots to Global ReachWe explore how MERIT balances its direct-to-consumer DNA with strategic partnerships, including its long-standing relationship with Sephora. Aila shares how the brand approaches channel mix in North America vs. Europe, and what it takes to bring MERIT’s premium-yet-accessible identity to international shelves.Beauty Branding in the Age of Heritage GiantsThe Culture-First AdvantageAs U.S. brands like MERIT, Rhode, and Summer Fridays gain traction across Europe, legacy French beauty houses are feeling the pressure to evolve. We discuss how MERIT leverages cultural fluency, aesthetic discipline, and a strong narrative to compete not just on product — but on perception and emotion.Luxury, ReimaginedWhat does modern luxury look like to a brand like MERIT? With its controlled pricing, rich content, and clean design system, MERIT positions itself as a "quiet luxury" brand that resonates across age groups — especially with a 30+ audience seeking authenticity and elegance over excess.Key Topics You’ll Hear in This EpisodeThe creative process behind MERIT’s visual and verbal identityHow to adapt brand messaging for different cultural marketsBalancing digital-first strategy with physical retailCompeting with Chanel, Dior, and Hermès as an agile indie brandThe future of beauty: category expansion, sustainability, and storytellingWhy This Matters for Beauty and Luxury Communication ProfessionalsIf you work in beauty marketing, luxury branding, or DTC strategy, this episode is a goldmine.Aila’s insights go beyond buzzwords — it’s a masterclass in modern brand building for a generation that expects both meaning and aesthetics. Hosted on Acast. See acast.com/privacy for more information.

Claudia Marcocci, President of Valentino Beauty and a veteran of luxury brands like Gucci and Dior, shares her insights on the brand's meteoric rise since L’Oréal's acquisition in 2019. She discusses blending modernity with 'new-stalgia' to attract Gen Z while maintaining Valentino’s Roman essence. Claudia highlights the importance of a cohesive team culture and emotional storytelling in driving success. She emphasizes balancing luxury with accessibility and advocates for authenticity in leadership, especially for aspiring women in the industry.

This is not just makeup — it’s a manifesto. In this Carte Blanche episode, Anika Majithia, the new Head of Urban Decay, delivers a bold spoken word performance that redefines what makeup stands for. From rebellion to self-expression, from protest to power, she shares her unapologetic vision for the brand’s future — one that celebrates color, courage, and the beauty of not blending in.Urban Decay is back — louder, prouder, and more purposeful than ever. Hosted on Acast. See acast.com/privacy for more information.

Description de l’épisodeAlors que l’intelligence artificielle bouleverse les codes de la production dans le luxe, une question essentielle se pose : que reste-t-il aux marques quand tout le monde peut produire des images parfaites, à bas coût, en quelques clics ?Dans cet épisode d’ouverture de la version française de notre série Carte Blanche, je partage une conviction forte :Quand la technique devient accessible à tous, seule la vision fait la différence.En 10 minutes, nous explorons :• Comment l’IA fait chuter les coûts de production et avec eux, les anciennes hiérarchies du luxe• Pourquoi la créativité humaine reste irremplaçable• En quoi le storytelling et la cohérence de marque deviennent les seuls vrais leviers de désirabilité• Et comment les agences, les talents et les marques doivent se réinventer pour rester culturellement pertinents Hosted on Acast. See acast.com/privacy for more information.

Carte Blanche #1 – Sophie BlowfieldWhat does it really take to build a brand community that actually cares?In this first episode of our special Carte Blanche series, we hand the mic to Sophie Blowfield — the brand and social strategist behind some of beauty and fashion’s most iconic digital moments (Charlotte Tilbury, Alo Yoga, ...).Sophie shares the exact mindset, strategy, and creative instincts that helped her grow a community from 0 to 1 million followers — and opens up about what she’d absolutely repeat (and avoid) if she had to do it all over again.A must-listen for anyone building brand love in a noisy world. Hosted on Acast. See acast.com/privacy for more information.

In this episode of Visionary Minds, Wilfried Klucsar sits down with Rocky Barnes — model, entrepreneur, and co-host of the Mulholland podcast — for a deep, honest conversation about what it means to create with purpose in 2025.Together, they explore the evolving definition of luxury, the growing power of podcasting, and how to build a brand — and a life — rooted in intention, not just image.You’ll hear Rocky’s insights on:Navigating motherhood and entrepreneurshipCreating content with limited time (and how to batch like a pro)Facing criticism and growing resilienceThe future of social platforms like Instagram and TikTokWhy audio may be today’s most intimate creative mediumFrom billion-dollar beauty brands to the emotional truth behind a Mother’s Day girls’ trip, this episode is a must-listen for anyone working in branding, content, fashion or the modern luxury space.Visionary Minds is produced by Dix Sept Paris, the creative agency for luxury brands. Subscribe to discover the voices shaping the future. Hosted on Acast. See acast.com/privacy for more information.

Le bien-être n’est plus une tendance, c’est un besoin vital. Dans un monde saturé de sollicitations, de pression constante et d’injonctions contradictoires, comment recréer du lien avec soi-même ? Comment redéfinir notre rapport au corps, à l’énergie, au soin ?Dans cet épisode, nous recevons Constance de Schompré, fondatrice de The New Me, un concept de studios de Pilates qui dépasse la simple pratique sportive pour proposer une véritable expérience de transformation — physique, mentale et émotionnelle.Avec elle, on parle de :— la montée en puissance du bien-être comme sujet sociétal— l’importance des lieux dans la reconnexion à soi— comment créer un projet qui fait sens et impacte profondément— pourquoi le mouvement peut être un point d’entrée vers une nouvelle version de soi✨ Constance s’inspire de femmes qui incarnent l’élégance, la force et la vision : Carla Bruni-Sarkozy pour son raffinement et son intelligence discrète, et Mathilde Thomas, co-fondatrice de Caudalie, pour son audace, sa finesse entrepreneuriale et son approche globale de la beauté.Un épisode profond et inspirant — à écouter pour ralentir… et peut-être, recommencer autrement. Hosted on Acast. See acast.com/privacy for more information.

✨ Petite parenthèse dans cet épisode...Ce podcast, je l’ai lancé pendant le Covid. À une période où tout s’est arrêté… sauf une chose : l’envie de comprendre ce qui fait la force des grandes marques, et surtout, de donner la parole à celles et ceux qui les font vivre.Mon ambition, dès le départ, c’était de faire venir au micro les plus grands décideurs du luxe, de la mode et de la beauté.Et grâce à vous, à votre écoute, à votre fidélité — c’est devenu possible.Aujourd’hui, ce projet évolue. Il grandit. Il s’ouvre à l’international.Le podcast change de nom, et devient officiellement : VISIONARY MINDS.Un nouveau chapitre commence, avec des contenus encore plus pointus, des invités d’exception, et une ligne éditoriale en français et en anglais, pour faire résonner ces voix, ces idées, ces visions… des deux côtés de l’Atlantique.Merci de faire partie de cette aventure. Et maintenant, je vous laisse avec la suite de l’épisode. Hosted on Acast. See acast.com/privacy for more information.

In a world where diversity budgets are shrinking, inclusive language is under attack, and political pressure is rising — can brands still afford to stand by their values?In this exclusive episode, we sit down with Angela Guy, former Chief Diversity, Equity & Inclusion Officer at L’Oréal North America, and current global advisor for the group.Angela rarely speaks publicly — but when she does, she brings clarity, courage, and nuance. Together, we explore:Why DEI efforts are being quietly dismantled in major companiesThe political shifts impacting global brandsWhat it takes to stay true to your values in 2025A powerful, honest conversation that asks the questions many brands are afraid to face. Hosted on Acast. See acast.com/privacy for more information.