Summary
In this conversation, Evan J. Cholfin interviews Marc Kravets, CEO of Lancer Skincare, discussing the brand's philosophy, challenges in the skincare market, product development, and the importance of consumer behavior. Marc shares insights on the company's focus on anti-aging products, e-commerce growth, and the impact of technology on customer engagement. The discussion highlights the need for brands to adapt to changing consumer preferences and the strategies Lancer Skincare is implementing to maintain its market position and integrity while expanding internationally. 

Takeaways
Marc Kravets has over 25 years of experience in skincare brands.
Lancer Skincare focuses on reducing invasive procedures through effective products.
The brand targets affluent urban customers aged 45-60 with anti-aging concerns.
Challenges include economic headwinds and competition from new brands.
Transitioning to Shopify Plus for better e-commerce performance.
Leveraging clinical history to stand out in a crowded market.
Education is key to customer engagement and product development.
Focus on anti-aging and hyperpigmentation products for future growth.
Consumer behavior is shifting towards value and efficacy.
2025 is seen as a landmark year for Lancer with new retail opportunities.

Soundbites 
"There's a lot of headwinds."
"Education touches everything."

Chapters

00:00 Introduction to Lancer Skincare and Leadership
02:32 Brand Philosophy and Customer Focus
04:20 Challenges in the Skincare Market
05:22 Product Development and Innovation
06:20 International Growth and Brand Integrity
08:06 Consumer Behavior and Market Trends
09:12 Conclusion and Future Vision

Video

https://youtu.be/Aq9g7KY1OKY