Beauty Marketing Mastery: Katie Gohman's Vision for Olaplex

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 Marketing
• Navigating Brand Challenges Through Fundamental Marketing Principles
• The Hair Health Repositioning and Visual Identity Refresh
• Balancing Social Media Narratives with Proactive Brand Messaging
• Working with a Publicly Traded Company with Marketing-Minded Leadership
• Building and Aligning Marketing Teams for Success
• Targeting Multi-Generational Consumers in Premium Haircare
• Connecting Haircare with the Broader Wellness Movement
• Measuring Success Through Business Metrics and Cultural Impact

Unlocking the Creator Economy with Awin

Did 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 approach

Unlock 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.