Formulating Skincare That Merits Praise ft. MERIT Beauty’s SVP of Innovation and Growth
Joining us in the next episode is Aila Morin, SVP of MERIT’s Growth, Brand & Innovation. Aila describes how the minimalist-inspired collection transitioned from being primarily a beauty line to having a strong presence in the skincare market. With the recent release of their first skin product, “Great SkinTM Instant Glow Serum,” MERIT has captured the public’s attention. Aila discusses the differences between developing skincare for the real minimalist and the difficulties and breakthroughs that allowed the brand to reflect its underlying DNA in the skin space without sacrificing science.
MERIT’s introduction into the skincare market has been thoughtfully crafted to appeal to a broad range of consumers as well as target certain niche markets of buyers who want quality at their fingertips and variety in their skin products.
“I’ve spent all of 2020 building out the infrastructure for the brand, the business planning, the creative in the brand itself and it gave me time to see the massive changes in the market in 2020 and allowed us to build the brand that launched in January 2021, that was really designed for that change” (Morin).
“What we did well in makeup was understanding that it was a very saturated market, but also understanding where the white space was” (Morin).
“How do you create makeup that actually leaves you with your skin looking better instead of making it worse throughout the course of the day? So that resonated and was a leading principle in leading Merit’s success.” (Morin).
“I think it’s easy to push hard on a message that you want to be received, but I think listening and taking back the feedback is equally important” (Morin).
“Product market fit and excellence of the product is what drives your business more than anything else. Finding a white space and making the exact right product for that white space and making the best product is really the backbone of any business. That’s what’s going to drive your repeat rate and actually build a business that’s going to have a long longevity” (Morin).
“We are trend-driven and we are focused on making classic products that will be on your vanity 10 years from now that are high quality, easy to use, have intentional ingredients, and that we have full proof tested” (Morin).
Written By: Yaren Ay
PLEASE FOLLOW OUR SOCIALS:
Apple Podcast: https://podcasts.apple.com/us/podcast/skincare-anarchy/id1522162686
Spotify Podcast: https://open.spotify.com/show/298oIu74qjd3pXaaBMDr19
Instagram: https://www.instagram.com/skincareanarchy/?hl=en
Facebook: https://www.facebook.com/skincareanarchhy/
Twitter: https://twitter.com/SkincareAnarchy
Reddit: https://www.reddit.com/r/Skincare_Anarchy/
LinkedIn: https://www.linkedin.com/company/skincareanarchy/
Pinterest: https://cz.pinterest.com/skincareanarchy/_created/
