Beyond the Buzzword: What Personalization Really Means (and Why It Matters More Than Ever)
When people talk about personalization, it often gets reduced to a marketing tactic—a clever product recommendation, a name in an email, a retargeting ad that almost gets it right. But real personalization? It’s so much more than that. It’s about connection. It’s about using data to listen—not stalk—and to show up for people in ways […]
Staying True While Moving Forward: The bareMinerals Approach to Authentic Branding
When I joined bareMinerals as Global Vice President and Head of Brand, I was immediately struck by the depth of connection people have with this brand. There’s a kind of reverence in the way customers talk about it—a loyalty that’s rare in today’s fast-moving beauty landscape. And it’s no mystery why. bareMinerals has always stood […]