Show notes
Show Notes:
In this episode of the Beyond Beauty podcast, host interviews Lindsey Kracum, VP of Brand and Marketing at Versed, who brings over 17 years of experience in the beauty industry. Lindsey shares her career journey, from her initial interest in marketing during college to her significant roles in brand management, product innovation, and market expansion at companies like Neutrogena and Welli. She discusses the importance of adapting brand strategies to growth and goals, Versed's commitment to clean skincare, and the necessity of meeting consumer demands for efficacy and simplicity. The episode also touches on the impact of digital marketing and social media on the beauty industry, with Lindsey reflecting on the evolution of influencer marketing and the importance of staying true to brand origins while navigating market changes.
About Lindsey:
Lindsey Kracum’s 17+ year career spans both Fortune 100 and startup brands beloved by consumers.
Lindsey joined Versed in April 2023 as VP of Brand & Marketing, overseeing brand strategy, product development and innovation, internal and external communications, community efforts, and strategic business planning for the dermatologist-backed, community-approved, easy-to-use brand that delivers uncomplicated skincare for undeniable results.
Before joining Versed, Lindsey spent three and half years at Welly Health. Before that, Lindsey spent seven years at Neutrogena leading both go-to-market and global new product innovation across multiple categories.
While at Neutrogena, she helmed the launch of the Hydro Boost platform, which is now a $200MM+ platform, as well as guided the global sun care five-year innovation pipeline, identifying critical gaps in the portfolio and building new platforms to address unmet consumer needs.
To connect with her, visit: versedskin.com
Timestamps:
Lindsey's Career Journey (00:00:01)
Lindsey's introduction and career overview in the beauty industry.
Early Career in Marketing (00:02:14)
Lindsey's college internships, focus on brand management, and transition to beauty industry.
Navigating Career Transitions (00:03:23)
Lindsey's transition from advertising agency to beauty industry, pivotal moments, and decision to pursue an MBA.
Transition to Neutrogena (00:05:12)
Lindsey's move to Neutrogena, involvement in product concept, and global innovation focus.
Career Shift to Welli and Versed (00:06:09)
Lindsey's move to Welli, involvement in scaling the brand, and transition to Versed.
Brand Growth Pyramid (00:08:11)
Lindsey's insights on brand growth pyramid and her experiences in different aspects of brand growth.
Evolving Brand Positioning (00:10:48)
Lindsey's focus on evolving Versed's brand positioning and product innovation.
Navigating the Clean Beauty Market (00:12:36)
Discussion on staying unique in the saturated clean beauty market and consumer education.
Product Differentiation and Efficacy (00:13:18)
Lindsey's focus on efficacy and uncomplicated skincare aligned with consumer needs.
Shift in Digital Marketing Landscape (00:16:28)
Lindsey's observations on the evolution of digital marketing, influencer marketing, and community building.
AI in marketing and skincare (00:20:42)
The impact of AI in marketing and personalized skincare diagnosis, using AI to provide personalized skincare recommendations.
Personalized skincare and emerging technology (00:22:01)
The use of AI technology to scan and diagnose skin conditions, empowering consumers with personalized skincare recommendations.
Career advice and networking (00:23:30)
Importance of networking, seeking mentorship, and the significance of volunteering for special projects in career development.
Taking risks in product innovation (00:29:07)
The importance of taking calculated risks and intentional innovation in product development, pushing boundaries for commercial viability and future consumer needs.