Beauty Marketing Mastery: Katie Gohman's Vision for Olaplex

Listen to this episode from Marketing Vanguard on Spotify. Welcome to this episode of the Marketing Vanguard podcast. Today, Jenny Rooney speaks with Katie Gohman, CMO of Olaplex. They discuss Katie's transition from Marc Jacobs to Olaplex, her approach to resetting the brand, and the new chapter for Olaplex focused on foundational hair health. Katie shares insights on navigating brand challenges, the differences between fashion and beauty marketing, and how brands can effectively balance social media narrative and brand storytelling.Here are the key talking points from the episode:Katie's Transition from Fashion to Beauty MarketingNavigating Brand Challenges Through Fundamental Marketing PrinciplesThe Hair Health Repositioning and Visual Identity RefreshBalancing Social Media Narratives with Proactive Brand MessagingWorking with a Publicly Traded Company with Marketing-Minded LeadershipBuilding and Aligning Marketing Teams for SuccessTargeting Multi-Generational Consumers in Premium HaircareConnecting Haircare with the Broader Wellness MovementMeasuring Success Through Business Metrics and Cultural ImpactUnlocking the Creator Economy with AwinDid you know influencer marketing drives twice as many sales as display advertising, with a 37% higher retention rate?Awin helps brands harness this potential with tailored influencer management solutions that drive measurable results. Whether you're looking to grow your creator roster, foster long-term relationships, or track full-funnel performance, Awin’s expertise and platform integrations make it easy to scale campaigns and optimize impact.With partnerships across CreatorIQ, LTK, ShopMy, and more, brands gain access to powerful discovery tools and seamless tracking capabilities, ensuring transparency and efficiency at every stage.Here’s how brands can maximize their influencer marketing:Find the right creators – Access a diverse network of influencers, even in niche markets.Track performance with full transparency – Measure impact from awareness to conversions in real time.Incentivize influencers effectively – Commission-based rewards through affiliate links and coupon codes keep creators engaged.Blend influencer & affiliate marketing seamlessly – Awin’s integrations create a streamlined, results-driven approachUnlock the full potential of influencer marketing. Visit awin.link/adweek to start building high-impact partnerships today! Hosted on Acast. See acast.com/privacy for more information.