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How AI is Changing Beauty Retail | Milani Cosmetics CMO at eTail Palm Springs · Omni Talk Retail

• 0:00
  Welcome
• 0:00
  back,
• 0:01
  everybody.
• 0:01
  It's
• 0:02
  day
• 0:02
  three,
• 0:03
  our
• 0:03
  final
• 0:03
  day
• 0:03
  of
• 0:03
  coverage
• 0:04
  here
• 0:04
  from
• 0:04
  E
• 0:05
  Tail
• 0:05
  Palm
• 0:05
  Springs.
• 0:06
  I'm
• 0:07
  Anne
• 0:07
  Mazinga
• 0:07
  with
• 0:08
  Omnitac
• 0:08
  Retail.
• 0:09
  And
• 0:09
  before
• 0:09
  we
• 0:09
  get
• 0:10
  started,
• 0:10
  I
• 0:10
  just
• 0:10
  want
• 0:10
  to
• 0:10
  give
• 0:11
  a
• 0:11
  quick
• 0:11
  thank
• 0:12
  you
• 0:12
  to
• 0:12
  our
• 0:12
  partners
• 0:12
  at
• 0:13
  Net
• 0:13
  Elixir
• 0:13
  for
• 0:14
  making
• 0:14
  all
• 0:14
  of
• 0:14
  our
• 0:15
  coverage
• 0:15
  the
• 0:15
  last
• 0:15
  three
• 0:16
  days
• 0:16
  of
• 0:16
  E
• 0:16
  Tail
• 0:16
  possible.
• 0:18
  We
• 0:18
  really
• 0:18
  appreciate
• 0:19
  their
• 0:19
  support.
• 0:20
  You
• 0:20
  can
• 0:20
  check
• 0:20
  them
• 0:20
  out@netelixir.com
• 0:22
  all
• 0:23
  right,
• 0:23
  now
• 0:23
  I
• 0:24
  get
• 0:24
  to
• 0:24
  introduce
• 0:25
  my
• 0:25
  guest
• 0:25
  to
• 0:25
  today,
• 0:26
  I
• 0:26
  have
• 0:26
  the
• 0:26
  chief
• 0:27
  marketing
• 0:27
  officer
• 0:28
  at
• 0:28
  Milani
• 0:28
  Cosmetics,
• 0:29
  Jeremy
• 0:30
  Lowenstein.
• 0:31
  How
• 0:31
  are
• 0:31
  you?
• 0:31
  I'm
• 0:32
  fantastic.
• 0:32
  It's
• 0:32
  day
• 0:33
  three.
• 0:33
  Excited?
• 0:34
  It's
• 0:35
  Palm
• 0:35
  Springs.
• 0:36
  It
• 0:36
  is.
• 0:36
  Can't
• 0:36
  complain
• 0:37
  about
• 0:37
  that.
• 0:38
  What
• 0:39
  are
• 0:39
  you
• 0:39
  excited
• 0:40
  about
• 0:40
  here
• 0:40
  at
• 0:40
  E
• 0:41
  Tail?
• 0:41
  I
• 0:41
  mean,
• 0:42
  there's
• 0:42
  a
• 0:42
  lot
• 0:43
  that's
• 0:43
  been
• 0:43
  going
• 0:43
  on
• 0:43
  the
• 0:43
  last
• 0:44
  couple
• 0:44
  of
• 0:44
  days.
• 0:45
  You
• 0:46
  got
• 0:46
  in
• 0:46
  late
• 0:46
  last
• 0:46
  night.
• 0:47
  Yeah.
• 0:47
  For
• 0:47
  me
• 0:47
  it's
• 0:48
  a
• 0:48
  time
• 0:48
  to
• 0:48
  sort
• 0:48
  of
• 0:48
  connect
• 0:49
  with
• 0:49
  my
• 0:49
  tech
• 0:49
  partners,
• 0:50
  see
• 0:51
  other
• 0:51
  marketers
• 0:52
  and
• 0:52
  just
• 0:53
  keep
• 0:53
  your
• 0:53
  ear
• 0:54
  to
• 0:54
  the
• 0:54
  ground
• 0:54
  of
• 0:54
  kind
• 0:55
  of
• 0:55
  what's
• 0:55
  happening
• 0:55
  out
• 0:55
  there.
• 0:56
  How
• 0:56
  do
• 0:56
  you
• 0:56
  get
• 0:57
  continue
• 0:57
  to
• 0:57
  get
• 0:57
  close
• 0:57
  to
• 0:58
  the
• 0:58
  consumer
• 0:58
  while
• 0:58
  also
• 0:59
  getting
• 0:59
  staying
• 1:00
  efficient.
• 1:00
  Okay.
• 1:01
  All
• 1:01
  right.
• 1:01
  I
• 1:02
  think
• 1:02
  that's
• 1:02
  a
• 1:02
  good
• 1:03
  strategy
• 1:03
  for
• 1:03
  this
• 1:04
  show.
• 1:04
  To
• 1:04
  tackle
• 1:04
  this
• 1:04
  show,
• 1:06
  let's
• 1:06
  talk
• 1:06
  a
• 1:06
  little
• 1:06
  bit
• 1:07
  about
• 1:07
  Milani
• 1:08
  Cosmetics.
• 1:08
  For
• 1:08
  those
• 1:09
  who
• 1:09
  aren't
• 1:09
  familiar,
• 1:10
  give
• 1:10
  them
• 1:10
  a
• 1:11
  quick
• 1:11
  background
• 1:12
  on
• 1:12
  the
• 1:12
  brand.
• 1:13
  Yeah.
• 1:13
  So
• 1:13
  Milani
• 1:13
  cosmetics
• 1:14
  is
• 1:14
  a
• 1:14
  24
• 1:15
  year
• 1:15
  old
• 1:16
  mass
• 1:17
  makeup
• 1:17
  brand
• 1:18
  based
• 1:18
  in
• 1:18
  Los
• 1:18
  Angeles,
• 1:19
  founded
• 1:19
  in
• 1:19
  LA
• 1:20
  by
• 1:20
  a
• 1:20
  brother
• 1:21
  and
• 1:21
  sister
• 1:21
  who
• 1:22
  really
• 1:22
  saw
• 1:23
  a
• 1:23
  two
• 1:24
  pronged
• 1:24
  opportunity
• 1:25
  24
• 1:25
  years
• 1:25
  ago.
• 1:26
  Okay.
• 1:26
  One
• 1:26
  was
• 1:27
  democratizing
• 1:28
  prestige
• 1:29
  quality
• 1:29
  formulas.
• 1:30
  Like
• 1:30
  why
• 1:30
  do
• 1:30
  you
• 1:31
  have
• 1:31
  to
• 1:31
  spend
• 1:32
  $65
• 1:33
  on
• 1:33
  a
• 1:33
  foundation?
• 1:34
  Why
• 1:34
  do
• 1:34
  you
• 1:34
  have
• 1:34
  to
• 1:34
  spend
• 1:34
  that?
• 1:35
  Why
• 1:35
  can't
• 1:35
  you
• 1:36
  spend
• 1:36
  under
• 1:36
  $15?
• 1:37
  Why
• 1:37
  are
• 1:38
  you
• 1:38
  sacrificing
• 1:38
  performance?
• 1:39
  Yeah.
• 1:39
  And
• 1:40
  second
• 1:40
  was
• 1:41
  to
• 1:41
  really
• 1:41
  speak
• 1:41
  to
• 1:41
  the
• 1:42
  underserved
• 1:42
  consumer.
• 1:43
  So
• 1:43
  the
• 1:43
  brand
• 1:43
  was
• 1:43
  originally
• 1:44
  started
• 1:44
  for
• 1:44
  black
• 1:45
  women.
• 1:46
  Really?
• 1:46
  I
• 1:46
  didn't
• 1:46
  know
• 1:46
  that.
• 1:47
  Yeah.
• 1:47
  So.
• 1:47
  So
• 1:48
  we
• 1:48
  were
• 1:48
  one
• 1:48
  of
• 1:48
  the
• 1:48
  first
• 1:49
  brands
• 1:49
  that
• 1:49
  really
• 1:50
  had
• 1:50
  a
• 1:50
  truly
• 1:50
  inclusive
• 1:51
  palette
• 1:52
  not
• 1:52
  only
• 1:52
  of
• 1:53
  foundation
• 1:54
  concealer,
• 1:54
  but
• 1:55
  our
• 1:55
  blushes,
• 1:56
  because
• 1:56
  the
• 1:56
  level
• 1:56
  of
• 1:56
  pigment
• 1:57
  that
• 1:57
  you
• 1:57
  have
• 1:57
  to
• 1:57
  use
• 1:58
  to
• 1:58
  show
• 1:58
  up
• 1:58
  on
• 1:59
  melanin
• 1:59
  rich
• 1:59
  skin
• 2:00
  and
• 2:00
  then
• 2:00
  also
• 2:00
  just
• 2:01
  what's
• 2:01
  the
• 2:01
  breadth
• 2:01
  of
• 2:01
  shade
• 2:02
  offering?
• 2:02
  So
• 2:03
  fast
• 2:03
  forward
• 2:03
  24
• 2:04
  years,
• 2:04
  we're
• 2:04
  actually
• 2:04
  the
• 2:04
  leading
• 2:04
  multicultural
• 2:05
  brand
• 2:06
  in
• 2:06
  mass
• 2:06
  color.
• 2:07
  Wow.
• 2:07
  Over
• 2:07
  45%
• 2:08
  of
• 2:08
  our
• 2:08
  consumers
• 2:09
  are.
• 2:10
  They
• 2:10
  say
• 2:10
  they're
• 2:10
  non
• 2:10
  white.
• 2:11
  Wow.
• 2:11
  I
• 2:12
  had
• 2:12
  no
• 2:12
  idea,
• 2:12
  Jer.
• 2:13
  I
• 2:13
  love
• 2:13
  the
• 2:13
  blush
• 2:14
  is
• 2:14
  what
• 2:14
  converted
• 2:14
  me.
• 2:15
  Baked
• 2:15
  blush.
• 2:15
  That's
• 2:15
  what
• 2:15
  I
• 2:16
  did.
• 2:16
  The
• 2:16
  baked
• 2:16
  blush
• 2:17
  was
• 2:17
  the
• 2:17
  first,
• 2:18
  it
• 2:18
  was
• 2:18
  the
• 2:18
  first
• 2:19
  product
• 2:19
  I
• 2:19
  felt
• 2:20
  like,
• 2:20
  you
• 2:20
  know,
• 2:20
  you
• 2:21
  always
• 2:21
  see
• 2:21
  the
• 2:21
  dupes
• 2:22
  like
• 2:22
  get
• 2:22
  the
• 2:22
  drugstore
• 2:23
  dupe
• 2:23
  for
• 2:24
  this,
• 2:24
  you
• 2:25
  know,
• 2:25
  high
• 2:26
  end
• 2:26
  product.
• 2:26
  What's
• 2:26
  amazing
• 2:27
  about
• 2:27
  Milani,
• 2:28
  it
• 2:28
  wasn't
• 2:28
  about
• 2:29
  duping
• 2:29
  anyone.
• 2:30
  This
• 2:30
  was
• 2:31
  how,
• 2:31
  this
• 2:31
  is
• 2:31
  how
• 2:31
  the
• 2:31
  brand
• 2:31
  started.
• 2:32
  And
• 2:33
  little
• 2:33
  fun
• 2:33
  fact
• 2:33
  about
• 2:34
  our
• 2:34
  baked
• 2:34
  blushes,
• 2:34
  one,
• 2:35
  I
• 2:35
  don't
• 2:35
  know
• 2:35
  if
• 2:35
  you
• 2:35
  know
• 2:35
  they're
• 2:36
  like
• 2:36
  actually
• 2:36
  handmade.
• 2:37
  There
• 2:38
  are
• 2:38
  women
• 2:38
  in
• 2:39
  Italy
• 2:39
  who
• 2:40
  are
• 2:40
  hand
• 2:40
  mixing
• 2:40
  the
• 2:41
  formula
• 2:42
  and
• 2:42
  they
• 2:42
  are
• 2:43
  baked
• 2:43
  on.
• 2:44
  That's
• 2:44
  why
• 2:44
  they're
• 2:44
  called
• 2:44
  baked.
• 2:44
  They're
• 2:45
  baked
• 2:45
  on
• 2:45
  a
• 2:45
  little
• 2:45
  terracotta
• 2:46
  tile.
• 2:47
  So
• 2:47
  if
• 2:47
  you
• 2:47
  actually
• 2:48
  use
• 2:48
  your
• 2:48
  baked
• 2:48
  blush
• 2:49
  all
• 2:49
  the
• 2:49
  way
• 2:49
  and
• 2:49
  hit
• 2:49
  pan,
• 2:50
  you,
• 2:50
  you
• 2:50
  will
• 2:51
  see
• 2:51
  the
• 2:51
  little
• 2:51
  square
• 2:52
  terracotta
• 2:52
  tile
• 2:52
  that
• 2:53
  it
• 2:53
  is
• 2:53
  baked
• 2:53
  on
• 2:53
  in
• 2:54
  an
• 2:54
  oven
• 2:54
  in
• 2:54
  Crema
• 2:55
  Italy.
• 2:55
  Oh
• 2:56
  my
• 2:56
  God.
• 2:56
  This
• 2:56
  is.
• 2:57
  I
• 2:57
  listen
• 2:58
  now
• 2:58
  I'm.
• 2:58
  The
• 2:58
  more
• 2:59
  you
• 2:59
  know,
• 2:59
  the
• 2:59
  more
• 2:59
  I
• 3:00
  know.
• 3:00
  I
• 3:01
  mean
• 3:01
  I've
• 3:01
  been
• 3:01
  buying
• 3:01
  this
• 3:02
  product
• 3:02
  for
• 3:02
  so
• 3:02
  long.
• 3:03
  So
• 3:03
  it's
• 3:03
  really
• 3:03
  cool
• 3:03
  to
• 3:04
  like
• 3:04
  have
• 3:04
  this
• 3:04
  backstory
• 3:05
  behind
• 3:05
  it.
• 3:06
  And
• 3:06
  thank
• 3:06
  you
• 3:06
  for
• 3:07
  letting
• 3:07
  us
• 3:07
  share
• 3:07
  it.
• 3:07
  We
• 3:08
  actually
• 3:08
  did
• 3:08
  a
• 3:08
  content
• 3:09
  series
• 3:09
  at
• 3:09
  the
• 3:09
  end
• 3:09
  of
• 3:10
  last
• 3:10
  year
• 3:10
  called
• 3:10
  Made
• 3:11
  in
• 3:11
  and
• 3:11
  Made
• 3:11
  with
• 3:11
  Matters.
• 3:12
  Oh
• 3:12
  my
• 3:12
  gosh.
• 3:13
  It
• 3:13
  was
• 3:13
  really
• 3:14
  showcasing
• 3:14
  the
• 3:15
  really
• 3:15
  the
• 3:15
  craftsmanship
• 3:16
  of
• 3:16
  Milani
• 3:17
  cosmetics
• 3:18
  and
• 3:18
  what
• 3:18
  makes
• 3:18
  us
• 3:19
  different
• 3:19
  from
• 3:19
  everything
• 3:19
  else
• 3:19
  you're
• 3:20
  buying
• 3:20
  in
• 3:20
  mass
• 3:20
  color.
• 3:21
  Well,
• 3:21
  I
• 3:21
  think
• 3:21
  that's
• 3:21
  a
• 3:22
  good
• 3:22
  segue,
• 3:22
  Jeremy,
• 3:23
  to
• 3:23
  really
• 3:23
  start
• 3:23
  to
• 3:23
  talk
• 3:23
  about
• 3:24
  what
• 3:24
  you're
• 3:24
  going
• 3:24
  to
• 3:24
  be
• 3:24
  talking
• 3:25
  about
• 3:25
  on
• 3:25
  stage
• 3:26
  here
• 3:27
  because
• 3:27
  your
• 3:28
  focus
• 3:28
  of
• 3:28
  your
• 3:28
  Fireside
• 3:29
  chat
• 3:29
  today
• 3:29
  is
• 3:29
  really
• 3:30
  sharing
• 3:31
  with
• 3:31
  the
• 3:31
  audience
• 3:31
  how
• 3:32
  you're
• 3:32
  using
• 3:32
  new
• 3:33
  technology,
• 3:34
  AI
• 3:34
  being
• 3:35
  one
• 3:35
  of
• 3:35
  those
• 3:35
  technologies
• 3:36
  to
• 3:36
  really
• 3:37
  provide
• 3:37
  a
• 3:38
  similar
• 3:38
  shopping
• 3:38
  experience
• 3:39
  for
• 3:39
  your
• 3:40
  consumers
• 3:41
  both
• 3:41
  online
• 3:42
  and
• 3:42
  in
• 3:42
  person.
• 3:43
  So
• 3:43
  let's
• 3:44
  dive
• 3:44
  into
• 3:44
  that
• 3:44
  a
• 3:45
  little
• 3:45
  bit.
• 3:45
  What
• 3:46
  are
• 3:46
  some
• 3:46
  of
• 3:46
  the
• 3:46
  topics
• 3:46
  that
• 3:47
  you
• 3:47
  plan
• 3:47
  to
• 3:47
  cover
• 3:47
  in
• 3:47
  that?
• 3:48
  Yeah,
• 3:48
  I
• 3:48
  think
• 3:48
  what's
• 3:49
  unique
• 3:49
  about
• 3:49
  Milani
• 3:50
  is
• 3:50
  we
• 3:50
  are
• 3:50
  truly
• 3:50
  omnichannel.
• 3:51
  You
• 3:52
  know,
• 3:52
  we're
• 3:52
  sold
• 3:52
  in
• 3:52
  over
• 3:52
  25,000
• 3:53
  retail
• 3:54
  locations
• 3:54
  in
• 3:55
  the
• 3:55
  US
• 3:55
  40
• 3:55
  different
• 3:56
  countries.
• 3:56
  But
• 3:57
  we
• 3:57
  also
• 3:57
  have
• 3:57
  an
• 3:57
  Amazon
• 3:58
  presence
• 3:58
  in
• 3:58
  our
• 3:58
  own
• 3:58
  D2C.
• 3:59
  Okay,
• 4:00
  that's
• 4:00
  unique
• 4:00
  for
• 4:00
  a
• 4:00
  mass
• 4:01
  color.
• 4:01
  Quite
• 4:01
  a
• 4:01
  few
• 4:02
  channels.
• 4:02
  Yeah.
• 4:02
  And
• 4:02
  I
• 4:03
  think
• 4:03
  with
• 4:03
  the
• 4:04
  sort
• 4:04
  of
• 4:04
  the
• 4:04
  disruption
• 4:05
  of
• 4:05
  AI,
• 4:06
  everyone's
• 4:06
  favorite
• 4:06
  topic.
• 4:07
  But
• 4:07
  what
• 4:07
  does
• 4:07
  AI
• 4:08
  really
• 4:08
  mean?
• 4:09
  It's
• 4:09
  just
• 4:09
  a
• 4:09
  nice
• 4:10
  buzzword,
• 4:10
  but
• 4:11
  for
• 4:11
  me
• 4:11
  it's
• 4:11
  about
• 4:11
  how
• 4:11
  do
• 4:11
  you
• 4:12
  drive
• 4:12
  efficiency
• 4:12
  within
• 4:13
  your
• 4:13
  marketing
• 4:13
  channels?
• 4:14
  How
• 4:14
  do
• 4:14
  you
• 4:14
  continue
• 4:15
  to
• 4:15
  drive
• 4:15
  personalization
• 4:16
  for
• 4:16
  the
• 4:16
  consumer
• 4:17
  but
• 4:18
  at
• 4:18
  the
• 4:18
  same
• 4:18
  time,
• 4:18
  how
• 4:19
  do
• 4:19
  you
• 4:19
  stay
• 4:19
  close
• 4:19
  to
• 4:20
  the
• 4:20
  consumer
• 4:20
  and
• 4:21
  maintain
• 4:21
  the
• 4:21
  integrity
• 4:22
  of
• 4:22
  the
• 4:22
  humanity?
• 4:23
  Because
• 4:23
  marketers,
• 4:23
  our
• 4:24
  job
• 4:24
  is
• 4:24
  to
• 4:25
  anticipate
• 4:25
  the
• 4:25
  needs
• 4:26
  and
• 4:26
  wants
• 4:26
  but
• 4:27
  also
• 4:27
  develop
• 4:28
  those
• 4:28
  relationships
• 4:29
  and
• 4:29
  have
• 4:29
  a
• 4:29
  two
• 4:29
  way
• 4:30
  conversation.
• 4:30
  Two
• 4:31
  way
• 4:31
  conversations
• 4:32
  can't
• 4:32
  Just
• 4:32
  happen
• 4:33
  through
• 4:34
  a
• 4:34
  bot
• 4:34
  or
• 4:35
  through
• 4:35
  any
• 4:36
  AI
• 4:36
  tool.
• 4:37
  So
• 4:37
  how
• 4:37
  do
• 4:37
  you,
• 4:38
  by
• 4:38
  using
• 4:39
  AI,
• 4:39
  how
• 4:40
  do
• 4:40
  you
• 4:40
  use
• 4:41
  that
• 4:41
  for
• 4:41
  efficiency
• 4:41
  purposes,
• 4:42
  for
• 4:42
  the
• 4:42
  work
• 4:42
  you're
• 4:43
  doing
• 4:43
  in
• 4:43
  the
• 4:43
  back
• 4:43
  office,
• 4:44
  to
• 4:44
  allow
• 4:44
  the
• 4:45
  freedom
• 4:45
  for
• 4:45
  your
• 4:46
  marketers
• 4:46
  and
• 4:46
  the
• 4:46
  rest
• 4:47
  of
• 4:47
  my
• 4:47
  team,
• 4:47
  the
• 4:47
  creative
• 4:48
  team,
• 4:49
  to
• 4:50
  get
• 4:50
  in
• 4:50
  store,
• 4:51
  have
• 4:51
  those
• 4:51
  like
• 4:51
  one
• 4:52
  on
• 4:52
  one
• 4:52
  interactions
• 4:53
  to
• 4:53
  build
• 4:53
  the
• 4:53
  relationship.
• 4:54
  So
• 4:54
  was
• 4:55
  that
• 4:55
  the
• 4:55
  place
• 4:55
  that
• 4:55
  you
• 4:55
  would
• 4:56
  say
• 4:56
  that
• 4:56
  AI
• 4:56
  is
• 4:57
  most
• 4:57
  prevalent
• 4:57
  in
• 4:57
  your
• 4:57
  business?
• 4:58
  Jeremy
• 4:58
  is
• 4:58
  really
• 4:59
  going
• 4:59
  through
• 4:59
  and
• 5:00
  trying
• 5:00
  to
• 5:01
  free
• 5:01
  up
• 5:02
  your
• 5:02
  team
• 5:02
  to.
• 5:03
  Yes.
• 5:03
  Okay.
• 5:03
  It's
• 5:03
  about
• 5:04
  data
• 5:04
  analysis,
• 5:05
  conversation,
• 5:06
  sentiment
• 5:06
  analysis.
• 5:07
  Okay.
• 5:08
  Understanding
• 5:09
  trends
• 5:09
  in
• 5:09
  the
• 5:09
  marketplace.
• 5:11
  And
• 5:11
  then
• 5:11
  it
• 5:11
  allows
• 5:11
  my
• 5:12
  team
• 5:12
  to
• 5:12
  be
• 5:12
  a
• 5:12
  little
• 5:12
  bit
• 5:12
  more
• 5:13
  hands
• 5:13
  on
• 5:13
  in
• 5:13
  crafting
• 5:14
  the
• 5:14
  relationship
• 5:15
  and
• 5:15
  the
• 5:15
  conversations
• 5:16
  and
• 5:16
  the
• 5:17
  content
• 5:17
  that
• 5:17
  will
• 5:17
  most
• 5:18
  resonate
• 5:18
  with
• 5:18
  the
• 5:18
  consumer.
• 5:19
  And
• 5:19
  how
• 5:20
  do
• 5:20
  you
• 5:20
  look
• 5:20
  at
• 5:20
  content
• 5:21
  creation
• 5:21
  now?
• 5:22
  Like,
• 5:22
  how
• 5:22
  are
• 5:22
  you
• 5:23
  speaking
• 5:23
  to
• 5:23
  the
• 5:23
  consumer?
• 5:24
  You
• 5:24
  have
• 5:24
  all
• 5:24
  of
• 5:24
  these
• 5:25
  touch
• 5:25
  points.
• 5:26
  One,
• 5:26
  how,
• 5:26
  what
• 5:26
  are
• 5:27
  the
• 5:27
  like
• 5:27
  the
• 5:27
  most
• 5:28
  prolific,
• 5:29
  I
• 5:29
  guess
• 5:30
  content
• 5:30
  channels
• 5:31
  right
• 5:31
  now
• 5:31
  for
• 5:31
  you?
• 5:32
  And
• 5:32
  then
• 5:32
  how
• 5:33
  are
• 5:33
  you
• 5:34
  making
• 5:34
  sure
• 5:34
  that
• 5:34
  your
• 5:34
  messaging
• 5:35
  is
• 5:35
  consistent
• 5:36
  across
• 5:36
  those.
• 5:37
  Yeah,
• 5:37
  I
• 5:37
  think
• 5:38
  the
• 5:38
  first
• 5:38
  and
• 5:38
  foremost
• 5:39
  you
• 5:39
  have
• 5:39
  to
• 5:39
  be
• 5:39
  where
• 5:39
  the
• 5:39
  consumer
• 5:40
  is
• 5:40
  and
• 5:41
  serve
• 5:41
  the
• 5:41
  right
• 5:41
  content
• 5:42
  up,
• 5:42
  depending
• 5:42
  on
• 5:43
  where
• 5:43
  they
• 5:43
  are
• 5:43
  in
• 5:43
  their
• 5:43
  journey.
• 5:44
  Okay.
• 5:44
  So
• 5:44
  because
• 5:45
  content
• 5:45
  for
• 5:45
  me
• 5:45
  isn't
• 5:46
  just
• 5:46
  about
• 5:46
  the
• 5:46
  digital
• 5:46
  content
• 5:47
  that
• 5:47
  you
• 5:47
  see
• 5:47
  in
• 5:48
  on
• 5:48
  TikTok
• 5:49
  or
• 5:49
  you
• 5:49
  know,
• 5:50
  is
• 5:50
  it
• 5:50
  the
• 5:50
  imagery
• 5:50
  you
• 5:50
  see
• 5:51
  on
• 5:51
  a
• 5:51
  pdp?
• 5:51
  It
• 5:51
  goes
• 5:52
  all
• 5:52
  the
• 5:52
  way
• 5:52
  down
• 5:52
  to
• 5:52
  what,
• 5:52
  what
• 5:52
  are
• 5:52
  you
• 5:52
  seeing
• 5:53
  in
• 5:53
  store?
• 5:53
  Okay.
• 5:54
  So
• 5:54
  that
• 5:54
  is
• 5:55
  content.
• 5:55
  It's
• 5:56
  printed
• 5:56
  content.
• 5:57
  That
• 5:57
  whole
• 5:57
  thing
• 5:57
  that
• 5:57
  you
• 5:58
  like
• 5:58
  actually
• 5:58
  put
• 5:58
  through
• 5:58
  a
• 5:58
  printing
• 5:59
  box,
• 6:00
  but
• 6:00
  displays
• 6:01
  in
• 6:01
  store
• 6:01
  graphics.
• 6:02
  So
• 6:02
  where
• 6:03
  are
• 6:03
  they
• 6:03
  in
• 6:03
  that
• 6:03
  discovery
• 6:04
  journey
• 6:04
  and
• 6:05
  purchase
• 6:05
  journey
• 6:05
  of
• 6:05
  your
• 6:06
  product
• 6:06
  and
• 6:06
  brand?
• 6:07
  Yeah.
• 6:07
  And
• 6:07
  making
• 6:08
  sure
• 6:08
  it's
• 6:08
  meaningful.
• 6:09
  That
• 6:09
  can
• 6:09
  be
• 6:09
  both
• 6:09
  brand
• 6:10
  led
• 6:10
  content,
• 6:10
  but
• 6:11
  then
• 6:11
  also
• 6:12
  creator
• 6:12
  led
• 6:12
  content.
• 6:13
  And
• 6:13
  I
• 6:13
  think
• 6:13
  a
• 6:13
  lot
• 6:13
  of
• 6:14
  people
• 6:14
  forget
• 6:14
  creators
• 6:14
  are
• 6:14
  consumers.
• 6:15
  That's
• 6:15
  how
• 6:15
  this
• 6:16
  started.
• 6:16
  Yes.
• 6:17
  They
• 6:17
  become
• 6:17
  brand
• 6:17
  evangelists.
• 6:18
  Yeah.
• 6:18
  They
• 6:19
  cannot
• 6:19
  build
• 6:19
  your
• 6:20
  brand
• 6:20
  for
• 6:20
  you.
• 6:21
  They
• 6:21
  can
• 6:21
  help
• 6:22
  amplify
• 6:22
  your
• 6:23
  brand
• 6:23
  message
• 6:23
  or
• 6:23
  your
• 6:24
  product
• 6:24
  message
• 6:24
  or
• 6:25
  the
• 6:25
  reasons
• 6:25
  they
• 6:26
  love
• 6:26
  it.
• 6:26
  Right.
• 6:26
  So
• 6:26
  to
• 6:27
  me
• 6:27
  it's
• 6:27
  about
• 6:27
  that
• 6:27
  synergy
• 6:28
  between
• 6:28
  brand
• 6:29
  content
• 6:29
  and
• 6:29
  creator
• 6:30
  content
• 6:30
  that
• 6:30
  really
• 6:31
  creates
• 6:31
  a
• 6:31
  better
• 6:31
  ecosystem
• 6:32
  that
• 6:33
  consumers
• 6:33
  can
• 6:33
  engage
• 6:34
  with
• 6:34
  and
• 6:34
  learn
• 6:34
  about
• 6:34
  the
• 6:35
  brand.
• 6:35
  So
• 6:36
  I
• 6:36
  just.
• 6:36
  You
• 6:36
  made
• 6:36
  me
• 6:36
  think
• 6:37
  of
• 6:37
  something
• 6:37
  that
• 6:37
  I
• 6:37
  just
• 6:37
  saw
• 6:38
  posted
• 6:38
  on
• 6:38
  LinkedIn
• 6:39
  recently
• 6:39
  and
• 6:40
  this
• 6:40
  individual
• 6:40
  was
• 6:41
  talking
• 6:41
  about
• 6:41
  how
• 6:42
  they
• 6:42
  really
• 6:42
  see
• 6:43
  influencers
• 6:43
  as
• 6:44
  the
• 6:44
  new
• 6:44
  end
• 6:44
  caps,
• 6:45
  like
• 6:45
  these
• 6:46
  content
• 6:46
  creators.
• 6:46
  Interesting.
• 6:47
  How
• 6:47
  do
• 6:47
  you.
• 6:47
  That's
• 6:47
  a
• 6:47
  very
• 6:48
  interesting
• 6:48
  analysis.
• 6:49
  Yeah.
• 6:50
  I
• 6:50
  don't
• 6:50
  know
• 6:50
  if
• 6:50
  I
• 6:51
  think
• 6:51
  of
• 6:51
  them
• 6:51
  as
• 6:51
  the
• 6:51
  new
• 6:51
  end
• 6:52
  caps.
• 6:52
  I
• 6:52
  think
• 6:52
  of
• 6:53
  creators
• 6:53
  and
• 6:54
  influencers
• 6:54
  as
• 6:55
  part
• 6:55
  of
• 6:55
  the
• 6:55
  proof
• 6:55
  points.
• 6:56
  Like
• 6:56
  they
• 6:56
  are
• 6:56
  the
• 6:56
  reasons
• 6:57
  to
• 6:57
  believe
• 6:58
  in
• 6:58
  the
• 6:58
  brand
• 6:58
  and
• 6:59
  the
• 6:59
  product
• 6:59
  because
• 7:00
  they
• 7:00
  are
• 7:01
  sort
• 7:01
  of
• 7:02
  discovering
• 7:02
  whether
• 7:03
  it's
• 7:03
  through
• 7:03
  us
• 7:03
  or
• 7:04
  on
• 7:04
  their
• 7:04
  own.
• 7:04
  You
• 7:04
  know,
• 7:05
  you
• 7:05
  have
• 7:05
  a
• 7:05
  lot
• 7:05
  of
• 7:05
  creators
• 7:06
  who
• 7:06
  are
• 7:06
  going
• 7:06
  out
• 7:06
  and
• 7:06
  buying
• 7:06
  product
• 7:07
  themselves,
• 7:08
  posting
• 7:08
  content,
• 7:09
  and
• 7:09
  then
• 7:09
  it
• 7:10
  really
• 7:10
  will
• 7:10
  start
• 7:10
  to
• 7:11
  trend.
• 7:11
  Yeah.
• 7:12
  You
• 7:12
  know,
• 7:12
  I
• 7:12
  think
• 7:12
  that
• 7:12
  in
• 7:13
  store
• 7:13
  experience
• 7:14
  is
• 7:14
  still
• 7:14
  important
• 7:15
  because
• 7:15
  again,
• 7:15
  you
• 7:15
  walk
• 7:16
  into
• 7:16
  whether
• 7:16
  it's
• 7:17
  an
• 7:17
  Ulta.
• 7:17
  So
• 7:17
  like
• 7:18
  we're
• 7:18
  in
• 7:18
  Ulta.
• 7:18
  Target,
• 7:19
  Walmart,
• 7:19
  Walgreens,
• 7:20
  etc.
• 7:21
  Can
• 7:22
  be
• 7:22
  bombarded
• 7:23
  with
• 7:23
  brands.
• 7:24
  How
• 7:25
  displays
• 7:25
  and
• 7:26
  end
• 7:26
  caps
• 7:26
  really
• 7:28
  help
• 7:28
  bring
• 7:28
  the
• 7:28
  brand
• 7:29
  to
• 7:29
  life.
• 7:29
  A
• 7:29
  little
• 7:29
  bit
• 7:30
  off
• 7:30
  shelf,
• 7:31
  kind
• 7:31
  of
• 7:31
  stop
• 7:32
  you
• 7:32
  in
• 7:32
  your
• 7:32
  tracks.
• 7:33
  And
• 7:33
  I
• 7:34
  also,
• 7:34
  again,
• 7:34
  makeup
• 7:35
  is
• 7:35
  one
• 7:35
  of
• 7:35
  those
• 7:35
  things.
• 7:36
  It's
• 7:36
  not
• 7:36
  always
• 7:36
  a
• 7:36
  planned
• 7:37
  purchase.
• 7:37
  Yes.
• 7:38
  There
• 7:38
  are
• 7:38
  certain
• 7:38
  segments
• 7:39
  within
• 7:39
  it.
• 7:39
  So
• 7:39
  I'm
• 7:40
  out
• 7:40
  of
• 7:40
  foundation.
• 7:40
  Great.
• 7:41
  I
• 7:41
  need
• 7:41
  to
• 7:41
  go
• 7:41
  buy
• 7:41
  this.
• 7:42
  So
• 7:42
  let
• 7:42
  me
• 7:42
  go
• 7:42
  restock.
• 7:44
  But
• 7:46
  you
• 7:46
  want
• 7:47
  to
• 7:47
  be
• 7:47
  sort
• 7:47
  of
• 7:47
  top
• 7:48
  of
• 7:48
  mind
• 7:48
  with
• 7:48
  them
• 7:48
  and
• 7:48
  stop
• 7:48
  them
• 7:49
  in
• 7:49
  their
• 7:49
  track.
• 7:49
  Like,
• 7:49
  oh,
• 7:50
  I
• 7:50
  didn't
• 7:50
  know
• 7:50
  Milani
• 7:50
  came
• 7:51
  out
• 7:51
  with
• 7:51
  this
• 7:52
  new
• 7:52
  product,
• 7:53
  this
• 7:53
  new
• 7:53
  shade.
• 7:54
  The
• 7:54
  end
• 7:54
  cap
• 7:55
  helps
• 7:55
  do
• 7:55
  that.
• 7:55
  But
• 7:56
  creators,
• 7:56
  again,
• 7:57
  are
• 7:57
  another
• 7:57
  reason
• 7:57
  to
• 7:58
  push
• 7:58
  them
• 7:58
  back
• 7:58
  into
• 7:58
  store.
• 7:59
  Yeah,
• 7:59
  right.
• 7:59
  Interesting.
• 8:00
  Yeah,
• 8:00
  it's
• 8:01
  fascinating
• 8:01
  to
• 8:01
  get
• 8:01
  your,
• 8:02
  your
• 8:02
  perspective
• 8:02
  on
• 8:03
  that.
• 8:04
  Okay,
• 8:04
  I
• 8:04
  want
• 8:04
  to
• 8:05
  close
• 8:05
  out
• 8:05
  with
• 8:06
  this.
• 8:06
  We're
• 8:06
  at
• 8:07
  Etail.
• 8:08
  Lots
• 8:08
  of
• 8:09
  technology
• 8:09
  being
• 8:10
  talked
• 8:10
  about,
• 8:11
  especially
• 8:12
  in
• 8:13
  how
• 8:13
  you're,
• 8:13
  again,
• 8:14
  how
• 8:14
  you're
• 8:14
  bringing
• 8:15
  what
• 8:15
  someone
• 8:16
  is
• 8:16
  finding
• 8:16
  or
• 8:17
  discovering
• 8:17
  online
• 8:18
  and
• 8:18
  providing
• 8:19
  that
• 8:19
  same
• 8:19
  experience
• 8:20
  for
• 8:20
  them
• 8:20
  online
• 8:20
  that
• 8:20
  they
• 8:21
  might
• 8:21
  get
• 8:21
  if
• 8:21
  they're
• 8:21
  talking
• 8:22
  to
• 8:22
  a
• 8:22
  beauty
• 8:22
  advisor
• 8:23
  in
• 8:23
  one
• 8:23
  of
• 8:23
  the
• 8:23
  stores
• 8:24
  at
• 8:24
  Ulta
• 8:25
  or
• 8:26
  if
• 8:26
  they're,
• 8:26
  you
• 8:26
  know,
• 8:26
  they're
• 8:27
  hearing
• 8:27
  about
• 8:27
  it
• 8:27
  from
• 8:27
  their
• 8:28
  favorite
• 8:28
  champion
• 8:29
  creator
• 8:30
  online.
• 8:31
  How.
• 8:31
  How
• 8:32
  do
• 8:32
  you
• 8:32
  think
• 8:32
  about
• 8:32
  the
• 8:32
  technologies
• 8:33
  that
• 8:33
  are
• 8:33
  most
• 8:34
  important
• 8:34
  right
• 8:35
  now
• 8:35
  to
• 8:35
  you
• 8:36
  at
• 8:36
  Milania
• 8:36
  or
• 8:37
  at
• 8:37
  Milani
• 8:37
  Cosmetics
• 8:38
  to
• 8:38
  try
• 8:38
  to
• 8:38
  figure
• 8:39
  out
• 8:39
  like,
• 8:39
  this
• 8:40
  is
• 8:40
  what
• 8:40
  we're
• 8:40
  going
• 8:40
  to
• 8:40
  focus
• 8:41
  on
• 8:41
  or
• 8:41
  this
• 8:41
  is
• 8:42
  what
• 8:42
  we're
• 8:42
  going
• 8:42
  to
• 8:42
  research
• 8:42
  more
• 8:43
  into
• 8:43
  in
• 8:43
  2025
• 8:44
  to
• 8:45
  really
• 8:45
  provide
• 8:45
  that
• 8:45
  experience
• 8:46
  for
• 8:46
  our
• 8:46
  customers.
• 8:46
  You
• 8:47
  know,
• 8:47
  I
• 8:47
  think
• 8:48
  a
• 8:48
  lot
• 8:48
  of
• 8:48
  social
• 8:48
  listening.
• 8:49
  What
• 8:50
  are
• 8:50
  people
• 8:50
  searching
• 8:51
  for?
• 8:51
  Okay,
• 8:52
  what
• 8:52
  are
• 8:52
  they
• 8:52
  talking
• 8:53
  about?
• 8:53
  That
• 8:54
  helps
• 8:54
  inform
• 8:55
  some
• 8:55
  of
• 8:55
  our
• 8:55
  sort
• 8:55
  of
• 8:56
  call
• 8:56
  quick
• 8:57
  go
• 8:57
  to
• 8:57
  market
• 8:58
  activations.
• 8:59
  You
• 8:59
  know,
• 8:59
  it's
• 8:59
  interesting
• 9:00
  on
• 9:00
  the
• 9:00
  product
• 9:01
  side
• 9:01
  of
• 9:02
  beauty,
• 9:03
  real
• 9:04
  cosmetics
• 9:04
  development
• 9:05
  takes
• 9:06
  12
• 9:06
  to
• 9:06
  18
• 9:06
  months,
• 9:07
  sometimes
• 9:07
  24.
• 9:08
  So
• 9:09
  which
• 9:09
  I
• 9:09
  don't
• 9:09
  think
• 9:10
  a
• 9:10
  lot
• 9:10
  of
• 9:10
  consumers
• 9:11
  realize.
• 9:11
  It's
• 9:12
  not
• 9:12
  fast
• 9:12
  cosmetics.
• 9:13
  It
• 9:13
  is
• 9:13
  not
• 9:13
  fast
• 9:13
  cosmetics,
• 9:14
  you
• 9:15
  know,
• 9:15
  and
• 9:16
  there
• 9:16
  is
• 9:16
  a
• 9:17
  lot
• 9:17
  of
• 9:17
  brands
• 9:17
  who
• 9:17
  will
• 9:18
  try
• 9:18
  to
• 9:18
  quickly
• 9:19
  replicate
• 9:19
  what
• 9:19
  they
• 9:20
  see
• 9:20
  out
• 9:20
  there.
• 9:21
  But
• 9:21
  I
• 9:21
  think
• 9:21
  what
• 9:21
  makes
• 9:22
  Milani
• 9:22
  unique
• 9:22
  is
• 9:23
  we
• 9:23
  are
• 9:23
  looking
• 9:23
  at
• 9:23
  trends.
• 9:24
  What
• 9:24
  are
• 9:24
  the
• 9:24
  technologies
• 9:25
  in
• 9:25
  Ingredient
• 9:25
  Stories
• 9:26
  in,
• 9:26
  you
• 9:27
  know,
• 9:27
  molecule
• 9:27
  development,
• 9:28
  shade
• 9:29
  development
• 9:29
  that
• 9:30
  we
• 9:30
  can
• 9:30
  lean
• 9:31
  into.
• 9:31
  But
• 9:32
  part
• 9:32
  of
• 9:32
  those
• 9:32
  insights
• 9:33
  will
• 9:33
  come
• 9:33
  from
• 9:34
  what
• 9:34
  are
• 9:34
  we
• 9:34
  hearing
• 9:34
  from
• 9:35
  the
• 9:35
  consumer.
• 9:35
  Like
• 9:35
  what
• 9:35
  are
• 9:35
  the
• 9:35
  biggest
• 9:36
  challenges?
• 9:36
  Sure.
• 9:37
  You
• 9:37
  know,
• 9:37
  where
• 9:37
  can
• 9:37
  we
• 9:38
  help
• 9:38
  them?
• 9:38
  Yes.
• 9:39
  It
• 9:39
  may
• 9:39
  take
• 9:39
  us
• 9:39
  a
• 9:39
  minute
• 9:39
  to
• 9:40
  get
• 9:40
  there.
• 9:41
  But
• 9:41
  I
• 9:41
  think
• 9:42
  this
• 9:42
  conversation
• 9:43
  especially
• 9:43
  around
• 9:43
  like
• 9:43
  the
• 9:44
  skinification
• 9:44
  of
• 9:44
  makeup.
• 9:45
  Yeah.
• 9:45
  It's
• 9:45
  not
• 9:46
  normal
• 9:46
  new.
• 9:47
  It's
• 9:47
  been
• 9:47
  talked
• 9:47
  about
• 9:48
  for
• 9:48
  the
• 9:48
  past
• 9:48
  five
• 9:48
  years
• 9:49
  or
• 9:49
  so.
• 9:50
  It's
• 9:50
  how
• 9:50
  does
• 9:51
  it
• 9:51
  keep
• 9:51
  sort
• 9:51
  of
• 9:51
  iterating
• 9:52
  on
• 9:52
  itself.
• 9:52
  Sure.
• 9:53
  And
• 9:53
  that's
• 9:53
  where
• 9:53
  we're
• 9:54
  starting
• 9:54
  to
• 9:54
  lean
• 9:54
  into
• 9:55
  what
• 9:55
  are
• 9:55
  those
• 9:55
  skin
• 9:55
  challenges?
• 9:56
  So
• 9:56
  learning
• 9:57
  more
• 9:57
  about
• 9:57
  their
• 9:58
  skin
• 9:58
  diagnostics,
• 9:59
  how
• 9:59
  do
• 9:59
  we
• 9:59
  lean
• 9:59
  into
• 10:00
  that?
• 10:00
  Where
• 10:01
  are
• 10:01
  the
• 10:01
  consumers
• 10:01
  in
• 10:01
  their
• 10:01
  own
• 10:02
  personal
• 10:02
  life
• 10:02
  journey?
• 10:02
  And
• 10:03
  we
• 10:03
  can
• 10:03
  also
• 10:03
  then
• 10:04
  brief
• 10:04
  our,
• 10:04
  our
• 10:05
  formula
• 10:05
  developers
• 10:06
  and
• 10:06
  saying
• 10:06
  this
• 10:06
  is
• 10:06
  what
• 10:06
  we're
• 10:06
  looking
• 10:07
  for.
• 10:07
  How
• 10:07
  do
• 10:07
  we
• 10:07
  build
• 10:07
  that
• 10:07
  into
• 10:07
  our
• 10:08
  complexion
• 10:08
  range?
• 10:09
  And
• 10:09
  I
• 10:10
  imagine
• 10:10
  the
• 10:10
  messaging
• 10:11
  when
• 10:11
  you're
• 10:11
  going
• 10:11
  out
• 10:11
  to
• 10:12
  consumers
• 10:12
  or
• 10:12
  writing
• 10:12
  brief.
• 10:13
  Creators
• 10:14
  back
• 10:14
  to
• 10:14
  the
• 10:14
  consumer
• 10:14
  language.
• 10:15
  Right,
• 10:15
  right.
• 10:15
  Again.
• 10:16
  And
• 10:16
  this
• 10:16
  is
• 10:16
  that
• 10:16
  two
• 10:16
  way
• 10:17
  conversation
• 10:17
  P.
• 10:18
  So
• 10:18
  listen
• 10:18
  to
• 10:18
  what
• 10:19
  they're
• 10:19
  saying,
• 10:20
  have
• 10:20
  that
• 10:20
  conversation
• 10:21
  back
• 10:21
  with
• 10:21
  them,
• 10:21
  let
• 10:22
  that
• 10:22
  sort
• 10:22
  of
• 10:22
  impact
• 10:23
  the
• 10:23
  brief,
• 10:24
  whether
• 10:24
  it's
• 10:24
  a
• 10:24
  creative
• 10:24
  brief
• 10:25
  or
• 10:25
  a
• 10:25
  product
• 10:25
  brief
• 10:26
  and
• 10:26
  just
• 10:27
  talk
• 10:27
  in
• 10:27
  their
• 10:27
  language
• 10:28
  but
• 10:28
  also
• 10:28
  make
• 10:29
  sure
• 10:29
  it's
• 10:29
  ownable
• 10:29
  to
• 10:30
  the
• 10:30
  brand
• 10:30
  because
• 10:31
  otherwise
• 10:31
  you
• 10:31
  end
• 10:31
  up
• 10:31
  in
• 10:31
  a
• 10:32
  sea
• 10:32
  of
• 10:32
  sameness.
• 10:32
  Right,
• 10:33
  right.
• 10:34
  Okay.
• 10:34
  So
• 10:34
  social
• 10:35
  listening,
• 10:35
  what
• 10:35
  else?
• 10:36
  Any
• 10:36
  other
• 10:36
  things
• 10:37
  that
• 10:37
  any
• 10:38
  technology
• 10:38
  that
• 10:38
  you're
• 10:39
  exploring,
• 10:40
  looking
• 10:40
  at
• 10:40
  how
• 10:40
  to
• 10:40
  again.
• 10:41
  How
• 10:41
  do
• 10:41
  we
• 10:42
  talk
• 10:43
  to
• 10:43
  as
• 10:43
  many
• 10:43
  consumers
• 10:44
  as
• 10:44
  possible
• 10:44
  online?
• 10:45
  Like
• 10:45
  today,
• 10:45
  a
• 10:45
  lot
• 10:45
  of
• 10:46
  our
• 10:46
  community
• 10:46
  management
• 10:47
  is
• 10:47
  done
• 10:47
  by
• 10:47
  people.
• 10:48
  So
• 10:49
  where
• 10:49
  is
• 10:49
  their
• 10:49
  opportunity
• 10:50
  with
• 10:50
  either
• 10:50
  adding
• 10:51
  more
• 10:51
  humans
• 10:52
  but
• 10:52
  also
• 10:53
  adding
• 10:54
  some
• 10:54
  AI
• 10:54
  technology
• 10:55
  that
• 10:55
  allows
• 10:56
  us
• 10:56
  again
• 10:56
  to
• 10:57
  touch
• 10:57
  as
• 10:57
  many
• 10:57
  consumers
• 10:58
  as
• 10:58
  possible
• 10:59
  while
• 11:00
  remaining
• 11:00
  personal
• 11:01
  and
• 11:01
  then
• 11:01
  also
• 11:01
  taking
• 11:02
  back
• 11:02
  those
• 11:02
  learnings.
• 11:02
  So
• 11:03
  that's
• 11:03
  really
• 11:03
  important
• 11:03
  for
• 11:03
  us.
• 11:04
  Okay.
• 11:04
  One
• 11:04
  thing
• 11:04
  I
• 11:05
  didn't
• 11:05
  hear
• 11:05
  you
• 11:05
  say
• 11:05
  that
• 11:06
  I'm
• 11:06
  especially
• 11:06
  curious
• 11:07
  about
• 11:07
  is
• 11:07
  like
• 11:08
  the
• 11:08
  archive.
• 11:11
  Yeah.
• 11:11
  Which
• 11:12
  is
• 11:12
  not
• 11:12
  new.
• 11:12
  You
• 11:13
  know,
• 11:13
  it
• 11:13
  is
• 11:13
  important
• 11:14
  and
• 11:15
  you
• 11:15
  know,
• 11:15
  makeup
• 11:16
  brands
• 11:16
  have
• 11:16
  been
• 11:16
  doing
• 11:17
  this
• 11:17
  for
• 11:17
  10
• 11:17
  years
• 11:18
  at
• 11:18
  this
• 11:18
  point.
• 11:18
  I
• 11:19
  think
• 11:19
  the
• 11:19
  technology
• 11:19
  has
• 11:19
  gotten
• 11:20
  better.
• 11:21
  I
• 11:21
  always
• 11:21
  think
• 11:21
  the
• 11:22
  challenge
• 11:22
  with
• 11:23
  virtual
• 11:24
  try
• 11:24
  on
• 11:24
  of
• 11:24
  makeup
• 11:25
  is
• 11:26
  does
• 11:26
  the
• 11:27
  shade
• 11:27
  actually
• 11:28
  look
• 11:28
  accurate
• 11:29
  when
• 11:29
  you
• 11:29
  put
• 11:30
  it
• 11:30
  on?
• 11:30
  And
• 11:31
  I
• 11:31
  think
• 11:31
  where
• 11:32
  VR
• 11:32
  and
• 11:33
  sort
• 11:33
  of
• 11:33
  that
• 11:33
  integration
• 11:34
  of
• 11:34
  AI
• 11:35
  has
• 11:35
  helped
• 11:36
  mass
• 11:36
  color
• 11:36
  is
• 11:37
  you
• 11:37
  go
• 11:37
  into
• 11:38
  a
• 11:38
  mass
• 11:38
  retailer,
• 11:39
  so
• 11:39
  be
• 11:39
  it
• 11:40
  Walmart,
• 11:40
  Target,
• 11:40
  we
• 11:41
  don't
• 11:41
  have
• 11:41
  testers.
• 11:41
  Right.
• 11:42
  So
• 11:42
  it
• 11:43
  does
• 11:43
  allow
• 11:43
  you
• 11:43
  to
• 11:43
  have
• 11:44
  sort
• 11:44
  of
• 11:44
  touch
• 11:44
  that
• 11:44
  product,
• 11:45
  touch
• 11:45
  that
• 11:45
  product
• 11:46
  virtually
• 11:46
  and
• 11:46
  try
• 11:46
  it
• 11:47
  on.
• 11:47
  Whereas
• 11:47
  if
• 11:47
  you
• 11:48
  go
• 11:48
  into
• 11:48
  a
• 11:48
  Sephora
• 11:49
  and
• 11:49
  there
• 11:49
  are
• 11:49
  testers,
• 11:49
  you
• 11:50
  can.
• 11:50
  It's
• 11:50
  a
• 11:50
  playground,
• 11:51
  you
• 11:51
  get
• 11:51
  to
• 11:51
  touch
• 11:51
  and
• 11:51
  feel
• 11:52
  the
• 11:52
  product.
• 11:52
  Yeah.
• 11:53
  So
• 11:53
  I
• 11:53
  think
• 11:53
  that's
• 11:53
  what
• 11:53
  VR
• 11:54
  has
• 11:54
  helped
• 11:54
  the
• 11:54
  makeup
• 11:55
  space,
• 11:55
  especially
• 11:55
  in
• 11:56
  the
• 11:56
  mass
• 11:56
  side
• 11:56
  of
• 11:56
  the
• 11:56
  world.
• 11:57
  Okay,
• 11:57
  interesting.
• 11:58
  Yeah.
• 11:58
  It's
• 11:59
  not
• 11:59
  new.
• 11:59
  It
• 12:00
  just
• 12:00
  for
• 12:00
  us.
• 12:00
  It's
• 12:00
  just
• 12:01
  we've
• 12:01
  been
• 12:01
  doing
• 12:02
  it
• 12:02
  for
• 12:02
  a
• 12:02
  while
• 12:02
  right
• 12:03
  now.
• 12:03
  We
• 12:03
  actually
• 12:03
  also
• 12:03
  get
• 12:04
  to
• 12:04
  take
• 12:04
  those
• 12:04
  learnings
• 12:04
  and
• 12:06
  sort
• 12:07
  of
• 12:07
  implement
• 12:07
  them
• 12:07
  into
• 12:07
  something
• 12:08
  else.
• 12:08
  Right.
• 12:09
  So
• 12:09
  it's
• 12:09
  more
• 12:09
  actually
• 12:10
  about
• 12:10
  the
• 12:10
  data
• 12:10
  collection
• 12:11
  side
• 12:11
  of
• 12:11
  it
• 12:11
  for
• 12:11
  you.
• 12:12
  Correct.
• 12:12
  And
• 12:12
  what
• 12:12
  do
• 12:12
  we
• 12:12
  do
• 12:12
  with
• 12:12
  it?
• 12:13
  Right.
• 12:13
  And
• 12:13
  how
• 12:13
  you
• 12:14
  like,
• 12:14
  look
• 12:14
  at.
• 12:14
  Okay.
• 12:15
  This
• 12:15
  shade
• 12:16
  or
• 12:16
  formula
• 12:17
  is
• 12:17
  something
• 12:17
  that
• 12:17
  people
• 12:17
  are
• 12:17
  interested
• 12:18
  in
• 12:18
  tapping
• 12:18
  into.
• 12:19
  Yeah.
• 12:19
  For
• 12:19
  us,
• 12:19
  again,
• 12:20
  it's
• 12:20
  about
• 12:20
  aggregation.
• 12:21
  It's
• 12:21
  not
• 12:21
  about,
• 12:21
  hey,
• 12:22
  I
• 12:22
  know
• 12:22
  you
• 12:22
  personally.
• 12:23
  Yeah.
• 12:23
  Because
• 12:24
  again,
• 12:24
  we
• 12:24
  want
• 12:24
  to
• 12:24
  protect
• 12:25
  and
• 12:25
  maintain,
• 12:25
  like,
• 12:26
  that
• 12:26
  integrity
• 12:26
  of
• 12:26
  everyone's
• 12:27
  personal
• 12:27
  identity.
• 12:28
  Right.
• 12:29
  But
• 12:29
  who's
• 12:29
  doing
• 12:29
  the
• 12:30
  searches?
• 12:30
  How
• 12:30
  are
• 12:30
  they
• 12:30
  using
• 12:31
  the
• 12:31
  tool?
• 12:32
  And
• 12:32
  then
• 12:33
  what's
• 12:33
  either
• 12:33
  missing
• 12:34
  for
• 12:34
  us
• 12:34
  and
• 12:34
  how
• 12:34
  do
• 12:34
  we
• 12:35
  continue
• 12:35
  to
• 12:35
  enhance
• 12:35
  that?
• 12:36
  Excellent.
• 12:37
  Jeremy,
• 12:37
  I
• 12:37
  could
• 12:37
  sit
• 12:37
  and
• 12:38
  talk
• 12:38
  to
• 12:38
  you
• 12:38
  about
• 12:38
  makeup
• 12:39
  for
• 12:39
  hours,
• 12:40
  but
• 12:40
  I.
• 12:41
  I
• 12:41
  know
• 12:41
  you
• 12:41
  have
• 12:41
  to
• 12:41
  get
• 12:42
  to
• 12:42
  your
• 12:42
  session,
• 12:42
  so
• 12:43
  thank
• 12:43
  you
• 12:43
  again
• 12:44
  so
• 12:44
  much.
• 12:45
  Where
• 12:45
  can
• 12:46
  we
• 12:46
  find
• 12:46
  Milani
• 12:46
  cosmet
• 12:47
  once
• 12:47
  more?
• 12:47
  So
• 12:48
  you
• 12:48
  can
• 12:48
  either
• 12:48
  find
• 12:48
  it
• 12:48
  on
• 12:48
  our
• 12:48
  website,
• 12:49
  Milaniccosmetics.com
• 12:50
  if
• 12:50
  you
• 12:50
  want
• 12:50
  to
• 12:50
  learn
• 12:51
  more,
• 12:51
  and
• 12:51
  then
• 12:51
  all
• 12:51
  of
• 12:51
  our
• 12:51
  retail
• 12:52
  partners.
• 12:52
  Amazing.
• 12:53
  Thank
• 12:53
  you
• 12:53
  so
• 12:53
  much.
• 12:54
  Thank
• 12:54
  you.
• 12:55
  That
• 12:55
  wraps
• 12:55
  up
• 12:55
  our
• 12:55
  coverage
• 12:56
  of
• 12:56
  E
• 12:56
  Tail
• 12:57
  Palm
• 12:57
  Springs.
• 12:58
  Thanks
• 12:58
  so
• 12:58
  much
• 12:58
  to
• 12:58
  all
• 12:58
  of
• 12:59
  you
• 12:59
  at
• 12:59
  home
• 12:59
  for
• 12:59
  following
• 13:00
  along
• 13:00
  with
• 13:00
  Omnitock
• 13:01
  Retail
• 13:01
  as
• 13:01
  we
• 13:01
  bring
• 13:02
  you
• 13:02
  the
• 13:02
  stories
• 13:03
  of
• 13:03
  the
• 13:03
  people,
• 13:04
  the
• 13:04
  and
• 13:04
  the
• 13:05
  technologies
• 13:05
  that
• 13:05
  are
• 13:06
  shaping
• 13:06
  the
• 13:06
  future
• 13:06
  of
• 13:07
  retail
• 13:07
  here
• 13:07
  at
• 13:08
  the
• 13:08
  E
• 13:08
  Tail
• 13:08
  conference.
• 13:09
  Thank
• 13:09
  you
• 13:09
  again
• 13:09
  to
• 13:09
  Net
• 13:10
  Elixir
• 13:10
  for
• 13:10
  your
• 13:10
  support
• 13:11
  of
• 13:11
  our
• 13:11
  coverage.
• 13:11
  And
• 13:12
  until
• 13:12
  next
• 13:12
  time,
• 13:13
  be
• 13:13
  careful
• 13:13
  out
• 13:14
  there.