Valerie Enriquez @ Milani Cosmetics, The Beyond Beauty Podcast by Dillie

In this episode, Valerie Enriquez, the global creative director for Milani Cosmetics, shares insights into the brand's history, commitment to diversity, and growth strategies. She discusses the importance of maintaining authentic relationships and adapting to consumer needs, including the demand for clean and sustainable products. The conversation also explores the evolving landscape of creative content and the balance between aspirational and relatable material. Valerie highlights the shift to using CAD models and eclectic pictures for product photography, resulting in cost savings and the ability to quickly generate various images. The use of AI and technology in the creative process is also addressed, with a focus on the benefits and challenges of keeping pace with rapid advancements. The episode concludes with a reflection on the integration of AI in the industry and the importance of human creativity.
About Valerie:
Valerie Enriquez is the Global Creative Director at Milani Cosmetics. Throughout her decade-plus career, she has led diverse internal and external teams, to build notable campaigns across a multitude of Global consumer touchpoints. She continues to redefine brand narratives at Milani, by bringing a mix of High/Low culture to the world of Masstige Beauty.
Timestamps:
The brand's history and ethos (00:00:03)
Milani's founding and ethos of diversity, accessibility, and quality in makeup products.
Sustaining growth and consumer engagement (00:02:29)
Strategies for sustaining growth, maintaining retail distribution, and engaging with consumers through authentic relationships.
Navigating social media platforms (00:06:00)
Approaches to engaging with consumers on various social media platforms and the importance of quality over quantity.
Branding and marketing philosophy (00:07:59)
Discussion on branding and marketing philosophy, focusing on authenticity and standing for something unique.
Adapting to changing creative trends (00:10:11)
The impact of evolving consumer preferences on creative content and the need for a mix of aspirational and relatable content.
Balancing creative control and authenticity (00:14:29)
The importance of briefing creators well and maintaining brand authenticity while collaborating with external partners.
Consumer needs and product development (00:16:24)
How consumer needs and trends influence product development and the role of the marketing team in identifying gaps in the market.
Adapting to changing consumer preferences (00:18:40)
Adapting creative assets and communication strategies to cater to the changing preferences of different generations, focusing on transparency and sustainability.
The impact of AI on the creative field (00:21:17)
Discussion on the potential impact of AI on the creative field, emphasizing its role as a tool that requires human input for quality output.
Using CAD Models for Product Shots (00:23:49)
Discussion on using CAD models for product shots and the heavy post-production work involved.
AI Advancements in Post-Production (00:24:48)
The use of AI and post-production tools like Runway and Firefly by Adobe for efficiency.
Rapid Changes in AI Technology (00:25:27)
The overwhelming pace of AI advancements and the challenge of keeping up with machine-driven changes.
Selectively Embracing AI Tools (00:26:02)
The importance of not overwhelming oneself with trying to learn all AI tools and instead focusing on specific needs.
The Role of AI in Creativity (00:26:30)
Discussion on using AI tools to serve creativity and problem-solving needs.
Perspective of a Creative Director (00:27:07)
The unique perspective of a creative director in the context of the company's history and changes over time.
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