In Ep. 83 of Earned, we're joined by Jeremy Lowenstein, Chief Marketing Officer at cult-favorite mass beauty brand Milani. We start by learning how Jeremy broke into the beauty industry with a college internship at Estée Lauder, and why he's remained in the industry ever since. We then examine Milani's recent success on social, and Jeremy shares how the brand has invested even more deeply in developing relationships with creator partners. Next, we discuss how Milani has been dubbed a "dupe" for many of its prestige counterparts. Jeremy explains why the brand embraces this title, and celebrates its ability to bring prestige-quality products to the mass consumer. We explore the success of Milani's recent #GRWMilani campaign, before Jeremy reveals why he wanted to transition out of large corporations and into the indie beauty landscape. To close the show, we talk through the challenges and opportunities of the short-form video revolution, and Jeremy shares his take on shifting toward "creator-led marketing." In this episode, you will learn: 1. How developing deeper relationships with creators has fueled a surge in Milani's EMV 2. Why Milani embraces being called a "dupe" for prestige brands 3. Jeremy's take on creator-led marketing Resources: Milani Cosmetics Connect with the Guest(s): Jeremy Lowenstein's LinkedIn Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @TribeDynamics CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

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“What did the council decide on item 42?” — answered with the speaker and the moment.