From virtual try-on features to AI-enabled skin care analysis, the pandemic and ensuing disruption have accelerated innovative and immersive technologies. And with a further emphasis on health and wellness, beauty brands have had to evolve from a one-dimensional category to something more holistic and inclusive. 

In this episode of Reimagine Marketing, Wilson Raj welcomes guest Kelly Mahoney, Vice President of Customer Marketing at Ulta Beauty. Wilson and Kelly discuss the impacts of disruptions (COVID-19, economic uncertainty, etc.) and digital transformation on consumer behaviors and CX trends in the beauty industry. They aim to answer key questions about how consumer engagements and brand relationships may be shifting or evolving in this new environment. 

This podcast covers: 

• How beauty brands and retailers are rethinking marketing efforts – moving from more transaction-oriented to more value-oriented models. 
• Changes in consumer behaviors as in-person engagement has been forced into a digital, or physically distant, delivery model. 
• How to develop new processes and implement new technologies to adapt quickly to a changing market. 
• Considerations for accelerating not just recovery, but resiliency in the beauty industry. 

Here are some of the resources we mentioned during the episode: 

• Experience 2030 Pulse Report: The Acceleration of Digital Engagement, Personalization and Trust 
• Experience 2030 Resources: Learn more about what defines today’s customer experience and how consumers and brands will evolve through the year 2030. 
• Digital Innovation with Ulta Beauty: https://www.ulta.com/innovation/experiences.html  
• Women in Analytics: Making a Difference (panel features Kelly Mahoney) 
• Connect with Wilson: LinkedIn | Twitter 

Check out additional episodes of the Reimagine Marketing podcast series at reimagine-marketing.transistor.fm.  

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About our guests: 

• Wilson Raj is the Global Director of Customer Intelligence at SAS, responsible for the marketing of SAS’ AI-powered marketing solutions. Raj has held global leadership positions in marketing at Fortune Global 500® companies including Microsoft, Medtronic, and Philips, and advised C-level executives on digital strategy while at award-winning agencies Publicis Groupe, VML/Young & Rubicam and Wunderman. Raj is often featured in keynotes and in major media publications such as Adweek, CMSWire, CRM Magazine, Forbes, InformationWeek, MarketingProfs, ZDNet, and more. He’s the co-host of the Reimagine Marketing podcast. He also serves on the Digital Marketing Advisory Council for George Washington University School of Business. 
• Kelly Mahoney has a proven executive leadership track record and more than 15 years’ experience driving revenue growth through loyalty, payment and technology-led marketing solutions. Kelly is the Vice President of Customer Marketing at Ulta Beauty, responsible for the Ultamate Rewards Loyalty program, member lifecycle communications and enterprise-wide personalization strategies as well as the CRM solutions. She plays a critical role in delivering value added programs to our members, enabling associates to deliver a superior member experience, and increasing top-line growth to the enterprise. Prior to this role, she held the position as Director of Strategy at Ulta Beauty, responsible for the strategic plan for retail process optimization by focusing on the development and execution of omni-channel solutions, mobile payment, associate training & communications.