Summary
In this episode, Evan J. Cholfin interviews Zack Miskel, Associate Vice President of Brand Strategy and Growth at DefenAge, a skincare brand that focuses on innovative anti-aging solutions. They discuss the origins of DefenAge, its unique technology based on defensin molecules, and the brand's mission to change perceptions around aging. Zack shares insights into their marketing strategies, challenges in a competitive market, and growth targets for the future, emphasizing the importance of education and customer acquisition. The conversation also touches on emerging trends in skincare and the impact of technology and AI on the industry.
Takeaways
DefenAge was founded by a cellular biologist focused on regenerative medicine.
The brand aims to change the narrative around aging, promoting comfort with the aging process.
DefenAge's products utilize defensin technology to promote skin healing without invasive procedures.
The brand has pivoted to a direct-to-consumer model, significantly increasing revenue.
Education is crucial for differentiating DefenAge in a crowded market.
Paid media has been the most successful channel for customer acquisition.
The skincare market is highly competitive, with significant challenges from larger brands.
DefenAge aims for a 30% growth in revenue this year, focusing on new customer acquisition.
Emerging trends like TikTok and Amazon are becoming important for skincare brands.
AI and technology are shaping marketing strategies and customer engagement in the skincare industry.
Soundbites
"We created microneedling in a bottle."
"Clinical efficacy is an intellectual alibi."
"TikTok is becoming an educational platform."
Chapters
00:00 Introduction to DefenAge and Its Mission
00:58 The Genesis of DefenAge and Its Unique Technology
02:10 Addressing Market Gaps and Consumer Needs
03:43 Balancing Clinical Efficacy with Consumer Messaging
04:57 Customer Acquisition Strategies and Challenges
08:39 Influencer Marketing and Education
09:53 Optimizing Growth Strategies and Partnerships
11:50 Standing Out in a Crowded Market
13:20 Growth Targets and Future Plans
16:04 Omnichannel Approach and Customer Engagement
18:07 Trends in the Skincare Industry
19:59 The Role of AI and Technology in Skincare
22:00 Key Focus Areas for the Upcoming Year
23:12 DefenAge's Vision for 2025
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