Episode 17: Maybe She's Born with It

Sarah Shaker, Head of Brand Engagement at Maybelline joins us this week to discuss how Maybelline are supporting their community beyond cosmetics with mental health initiative Brave Together. Listen in to learn how big brands can create real impact, why influencers stole the show at New York fashion week and if TV commercials are still a valuable part of the media mix for brands. PLUS; is Gen X being neglected by the creator economy and the Taylor Swift NFL effect.  

🐄 Our Creators Of the Week (COW): 

• Comedy creator DeWayne “Kountry Wayne” Colley debuted his first ever stand-up special ‘A Woman’s Prayer’ on Netflix which opened as the platforms no. 1 TV show in the US. 

• Mark Rober, the former NASA engineer turned Youtuber, who has amassed 26 million followers for his wild inventions. Rober recently partnered with Nerf to create the world's smallest Nerf gun. 

• Isabel Clancy gained followers for her early 00’s throwback content and now partners with Maybelline after featuring millennial favorite Dream Matte Mousse in her content 

• Hayden Cohen (@hayderz) an up-and-coming creator who pokes fun at influencers with their hilarious bits such as ‘how to pack your kids' lunch’ 

👏 Our Brands Of the Week (BOW) 

• Olaplex – launched a product called Oladupe – got a lot of press and engagement. A great example of social first product creation 

• Nerf – The first brand to hire a Chief TikTok Officer led the way with clever, long-term strategic partnerships 

• Rare Beauty -  Donated 100% of their proceeds at Sephora to the Rare Impact fund for mental health for  World Mental Health Day