Marketing Happy Hour - Product Marketing 101: Your Go-To-Market Toolkit | Jaylen Adams of Rare Beauty

Starting point is 00:00:00 you're listening to the marketing happy hour podcast where we discuss career and industry insights with our peers in marketing we're here to talk about it all like the ups and downs of working in social media how to build authentic relationships in the influencer and pr space managing a nine-to-five and a side hustle at the same time, how to be productive in your life and career without losing your sanity, and more. Ultimately, we're here to build a community with you because we're all trying to navigate the world of marketing together. Are you ready? Grab your favorite drink and join your hosts, Cassie and Erica, for this week's episode. Hey, Marketing Happy Hour listeners,

Starting point is 00:00:53 quick note just to say thank you for all of the wonderful feedback around our rebrand. Another huge shout out goes to photographer Amy Santavica and Vistaprint's 99designs for making all of our branding dreams come true. We can't wait to continue sharing more about the process with all of you, but in the meantime, we do have a special offer to share. You can get $20 off your first design contest when you head to 99designs.com forward slash marketing dash happy dash hour. For anyone listening, who's looking to work with professional creative experts to build your brand with custom and memorable design. This platform is for you. Check it out. It's okay to ask questions or for help.

Starting point is 00:01:46 There are some days where I do need to ask for help. And, you know, you're not weak for asking questions or asking your manager to help you out. They're there to help you. And, you know, as I was thinking about this, like, how do you expect to grow and do something if you don't know how to do it? So, you know, if I want to be a brand manager, like, I'll have to ask some questions, then eventually know how to do this so that I will become the brand managers. Today's guest is a talented, creative, and the assistant manager of brand and product marketing for Rare Beauty, founded by Selena Gomez and backed by the mission of helping everyone

Starting point is 00:02:18 celebrate their individuality by redefining what beauty means. Jalen Adams is here to share her team's product launch checklist and strategies for how you can get organized for marketing and upcoming launch. Those strategies include streamlining process between PR, social and sales teams, plus how Jalen has gained the courage to pitch new ideas to those teams. You'll also get a look into her career and how she's moved up in a role in the three years she's been with Rare Beauty. If you've ever wanted to know how Rare Beauty has found success and how you can too in marketing your brand and product, then this episode is for you. You ready? Grab a glass of your favorite beverage and listen in. Hey, Jalyn, we're so excited to have you today on Marketing Happy Hour. Welcome to the

Starting point is 00:03:09 show. Thank you. Thank you guys for having me. I'm really excited to talk to you guys and get this going. Yes, absolutely. Well, before we dive in, because this is Marketing Happy Hour, we have to ask you, Jalyn, what is in your glass this afternoon? Usually it's a sparkling water with maybe some fruit or some liquor right now. I'm having a coffee because we're recording early, but that's what I'm drinking right now. I love that so much. I've got a Ouroboros over here, the lavender cucumber flavor. Everyone knows I love this brand by now. So what do you got cast? Yeah, I have two drinks, not a surprise. Um, I have water and I also have a Natalie's it's like a juice smoothie thing. I think Natalie's is based in Florida. So supporting local today. So yeah,

Starting point is 00:04:00 we love that. Well, we're so excited to talk with you Jalen we are huge fans of Rare Beauty um I just love for our listeners to kind of hear your career journey up to this point and started with Rare Beauty totally so I love my job too I'm really grateful to be at Rare Beauty um I've been there for three years in March. So coming up for that, um, which means I started like two weeks before the pandemic, um, which is really crazy to think about because I always joke with people on team. Like I finally figured out where the bathroom is and where to park. And then like, we had this meeting about zoom and being on zoom for two weeks and then the rest is history.

Starting point is 00:04:41 Um, so I've been here for three years, which is crazy to think about. But I first heard about the brand from Scott Friedman, the CEO at Rare. And during my internships in college, I've had some really great bosses who have relationships with him. And they know that I really wanted to be in the beauty industry and spoke to him on my behalf. And then, you know, I interviewed early 2020 and I'm here now and started as a marketing coordinator. So excited and really blessed to have that be my beginning

Starting point is 00:05:11 because I know that's kind of not the typical, but I'm very proud and glad to be where I am at right now. That is so awesome. And that speaks to the power of networking within whatever organization that you're at, even if it's not the industry or where you want to be, it just voicing what you want in the future can really help with people like your bosses. Like you said, I love that. Totally. And this is my second job. So like my first job out

Starting point is 00:05:35 of college, I was an assistant at like a huge hair, hair conglomerate, which, you know, I liked being an assistant then, but I definitely knew I want to go into the beauty space. So that eventually like happened. So it doesn't really take, I wish it happened overnight, but you know, I liked being an assistant then, but I definitely knew I want to go into the beauty space so that eventually like happened. So it doesn't really take, I wish it happened overnight, but you know, it takes some time, you know, to work and stuff. Yeah, absolutely. And Rare Beauty, you've been there for three years. So is that since it began, like since the beginning of the brand? Yeah. So that I started before launch. So we launched in September, 2020. So I started in March, 2020. So there's been a couple of us who have been here pre-launch as we like to say, so, or pre-pandemic to even think about in that term. So, yeah. Wow. That is so crazy. I love that so much.

Starting point is 00:06:17 You have worked your way up in the company, as you mentioned from marketing coordinator to assistant manager. Now, could you just share the inside scoop for our listeners on what your internal promotion journey kind of looked like some of the goals you set for yourself to help push you ahead in your journey? Totally. It's really funny. Cause I was, you know, thinking about my promotions and all of them have come as a surprise, which I don't think is the great, great advice to go off of, but you know, I started as a marketing coordinator in social media and I didn't really love it as much as I thought I would. You know, I loved my team and they were super excited about all the stuff we're posting and what does that look like?

Starting point is 00:06:56 And I was just like, eh, kind of eh about it, to be honest. And then I pivoted over to like brand and product, which I think I flourished in this sense. Like I've been there in this, on the brand side for a year now. And, you know, I think my boss is a testament to see that, you know, I'm so excited to do all my tasks, you know, I'm growing more and my responsibilities have grown since being a coordinator, you know, and I think when I was told I was going to be an assistant manager, I was like, no way, like, that's crazy, like, still very grateful, but, you know, I just think that my manager really sees, and I'm passionate, and, you know, I really want to take on more responsibilities, whether it be talking to Sephora more, or owning more shoots, and model shoots, and product shoots like that, so, you know, I think it's great to have goals. Like I had my, my yearly review earlier this year and, you know, I am on track to be a manager, which is what my goal, my next goal is. But I do think I have some skills I want to work

Starting point is 00:07:57 on and also like having more responsibility to show my manager grace that like, you know, I am ready to be a manager and ready for the next step. So I think goals are a great way to get there. And I think also like when I was thinking about this question, like I'm really happy to be, you know, an assistant manager right now. Like I think a lot of people maybe want to get to the next step or what's next, but you know, I'm so grateful for my job and what I do every day. So I've tried to also be grateful and, you know, think about how far I've come, but also excited for the future and what that looks like as well. That's so great. And it's so nice to work for a company that does

Starting point is 00:08:36 lay out kind of that growth path for you. If somebody is at a company and maybe they don't have that great of a plan set out for someone. What do you recommend? How do you recommend kind of demonstrating your abilities or, you know, quote unquote worthiness for a promotion? What would you do if you were in that position? Maybe if you talk to other people in your position, like I'm really close with the other managers at Rare. They're some of my great friends. And we also talk about like, what is that next step or what am I doing to become a manager or whatever that looks like? So maybe honing in your network and also your coworkers, if you do have that relationship.

Starting point is 00:09:18 I know not every place is like Rare and I'm really lucky to call my coworkers, my friends as well. So maybe I would say, try to figure out what else your friends are doing or someone in your similar industry is doing as well. Yeah. So important to tap into that community for sure. I completely agree with you. So I do have to ask because I've seen Rare Beauty's CMO, Katie Welch all over the place. She's building her personal brand, her presence on TikTok and LinkedIn. She's like always live on TikTok. I love it. I'm always scrolling through and I'm like, there's Katie again. What has been your experience with such a strong and smart leader? She seems to be leading that company so beautifully. How does her leadership style trickle down within your

Starting point is 00:10:02 marketing department? Well, first off, Katie is one of my favorite people ever, and I hope she's going to listen to this. So I'm going to say like, Hey, bestie, slave bestie. That's our like little each other and like text all the time. But you know, Katie is such an important person so far in my career. Like, as I said earlier, I really didn't really want to be in social media. And she was like the first person I talked to about. So what could a career in marketing look like that's not in social media? Yeah. And, you know, I'm so grateful for a couple of our meetings and just figuring out what

Starting point is 00:10:37 that looks like. And she was one of the first people to be like, well, this is what you would do if you work on the brand and product side, which is all what I do now so she really helped open that door and really expanded my own knowledge of what again my career could look like and you know Katie is such a genuine person like she really listens and understands the marketing team as a whole she really cares about us and I feel like she really wants me to excel, even if it's at Rare Beauty and then also beyond Rare Beauty when that day comes. So, you know, I feel like she's a great manager. There's times where she really wants to empower the team. She is in charge

Starting point is 00:11:17 of marketing, which is really big at Rare, which is like PR, creative, social, brand, and then impact. So there's a lot of people she has to empower and work with. So I think she does a great job with that. And I think she really wants us to come up with ideas and figure out how to execute it within reason. But I think she's a great leader. And to her leadership style, I've been fortunate enough to work for Ashley Murphy and Grace Kim who are my two pre my current boss and my previous boss and they both worked for Katie before Rare so I think that's also a testament that they followed Katie to Rare Beauty um and they've worked with her so long and I think that's a testament to Katie as a leader herself like

Starting point is 00:12:02 she's so great um you, and marketing gets a lot of stuff done. Like she texted us all of our insights from last year, like all the accomplishments, which were a ton. And, you know, I think it takes a special strong leader to, you know, have us accomplish all those goals because it's magic over there where I might be biased, but I think we do such a great job and she is our fearless leader. So. Yeah. Oh my gosh. I love that so much. They say, you know, the company you work for is one thing, but the leader that you work for is the one that can make the most impact on your career. And I think it does really speak to her leadership style that all of these people did follow her along the next journey. I

Starting point is 00:12:45 love that so much. That's such a dynamic and hands-on leader. It's so great to hear your experience with that. So thank you. Oh yeah. And I feel like whatever she's on TikTok live, but that's how she is like in the office or during our meetings and stuff. So she's a great, also a great insider resource to people. Like I know she's helped a lot of people with like resumes or what you want to do. So I even watch her videos sometimes to figure out, you know, what I should be doing or other as well. So she has a ton of knowledge. That's awesome. Yeah. She's absolutely incredible. I'm also a huge fan of all of her content and everything she puts out. But Jalen, I'd love to ask a little bit more about your role specifically. We haven't had too

Starting point is 00:13:27 many Brandon product marketing managers on the show before. So tell us a little bit about your day to day and what that looks like. Do you manage a team or work alongside a team? And what does that look like for you? Totally. So the best way I can describe my role is, is I think a lot of people like, say you see a highlighter on Instagram, like you see the post and you know, you get all the information about it. But a lot of what I do is the pre-work to getting that product to launch. So there are some days where I'm on set with models and product and for product shoots, you know, that's when I work closely with creative and, you know, I have to get the products photo ready, um, shade matching the best shades to use on the models and making

Starting point is 00:14:15 sure the product is represented in the best way possible. Um, you know, it's really important to get the shot on set because that's the whole point of us, you know, shooting these is to make sure everything looks appropriate and great. There's days where I'm working with PD on upcoming stuff down the pipeline and figuring out shade names, shade descriptions, what that product benefit is going to be. Other days, I'm briefing our marketing team on like our upcoming launch. So like the product copy, the assets, then we'll go to market campaign. There's other days where, um, I'm looking at the upcoming gondola for these product launches and really have to look at the shelving, which is like our shelf at Sephora and kind

Starting point is 00:15:00 of proofread the English and also the 14 other languages that we're in right now, which is amazing. But that's kind of my day-to-day. I also love to keep a pulse, you know, on what's coming out in the beauty industry. You know, what other competitors are coming out in the landscape, what products that look like. So I feel like some days it can be really granular or like very big picture, but a lot of what the day-to-day is, is like getting all that pre-work ready for launches that are coming up. It's like the best like single sentence I can give. That's awesome. Yeah. I'm curious too with that, you know, because you work kind of on the preliminary product launches, the way that products are displayed digitally and also in

Starting point is 00:15:44 person, you mentioned some of the displays at Sephora. Why is the way that products are displayed digitally and also in person, you mentioned some of the displays at Sephora. Why is the way that those products displayed so important in creative photo, video, all of that stuff? What have you all have found that has really impacted the way the consumer sees products? Oh, excuse me. Well, I think we really want first and foremost, the product to look its best. you know I think having certain colors and you know speaking about a certain way you really want the consumer to know for instance like our new positive light silky touch highlighter like we want everyone to know that it gives you that like glass like sheen like if there's anything you take away from the highlight it gives you that

Starting point is 00:16:21 nice sheen and it's really sensorial, which is why, you know, they're open on the gondola. You can touch and press in them. So I think we really just want to provide the consumer with the best, you know, shopping experience. Like we really want it to be fun and people want to be like, Ooh, I really want to try that. Or like, what does this actually do? So, you know, trying to figure out the best way that shows up in product copy or in the assets, you know, as well. So that's what I would say is the most important part. Yeah, that's awesome. And you mentioned two minutes ago that you have your hands in a lot of different elements of the business. Just the whole product launch phase, I'm sure is very vast for you guys and all the development and

Starting point is 00:17:01 minor tasks that you have to do to build up to that product launch. So how are you managing all these different projects and staying organized? Do you all use a project management tool? Like any tips you can give to us in terms of just staying organized overall? Totally. And I will say like when I first started, it was totally hard to keep track of projects because we work like two to three years in advance compared to like the other marketing sections of the team. Like I would have to make sure, you know, this is coming out, this is coming out. But we use Ripe internally, which is like really helpful for like tasks, timelines, also our photo shoots as well. I also forgot to answer your other question about like

Starting point is 00:17:45 my team it's just Grace and I it's a small department but we're strong and mighty which we love to say I think from what I've shared so far like I work cross-functionally across majority of the teams at Rare Beauty which I really do love and I don't think a lot of I think we all work closely together but I really do have to work with PD sales, marketing, all that stuff. So I think that is really exciting to see how much effort goes into, you know, the Silky Touch highlighter that just launched. Like there's so many levers we have to pull to get this all as a team effort to come to market with a product.

Starting point is 00:18:22 Yeah, absolutely. You guys always do an exceptional job at marketing your new products. Could you just share, I know you touched on this a little bit with all the different elements that go into the product launch, but I would love to just hear an inside scoop on what it looks like kind of from start to finish, how your team fits in, you know, what it looks like from the development phase into actually hitting shelves totally so I'm going to use spring as an example because we just came out with that and I love the highlighter I might be biased but um so Grace and I know that you know an under eye brainer and a highlighter

Starting point is 00:18:58 are going to be launching sometime soon so we when we know this is happening we'll work with PD our product development team our copy director and Selena to come up with like the productto-market theme of what we want this to look like which I can get into more later on and then we'll brief creative and give them like a mood board of what we really want the campaign to look like whether it be Selena the models and the product so we shoot all of our on-figure stuff, so Selena and the models separately, and then we shoot product. And then once we get everything approved by Selena and a creative team, we'll schedule out all these shoots to, you know, actually finally shoot the product and model imagery. And then once we have the product copy and the assets, we'll go to the team. So PR, social, D2C, education, sales, and be like, this is the marketing copy. This is the approved copy here. The assets, here's what we're thinking the go-to-market strategy is.

Starting point is 00:20:21 Here is, you know, arm swatches and what that'll look like and product photography as well. And then the teams will then figure out what that looks like in their own sector so like PR will figure out what the mailer looks like and you know should we have the highlighters open or closed or what does the box look like social will figure out like when are we launching what's the launch post like the caption copy the community activations sales will then like develop training videos for Sephora employees to know how to apply and talk about the product in store. And then DTC will like figure out the wait list, the initial email, what does our actual Ria BD site look like? And what are those images look like? So that's like a good scope. I know it's long and long winded, but I feel like that is like the kind of the

Starting point is 00:21:00 product journey of, you know, our silky touch highlighters and under eye brighteners that we just launched. I think that's so cool to hear. I experienced something similar when I worked at a hair care brand as well. So I knew the process of that, but you know, it's so cool to just be in the mix and seeing behind the scenes of what it really takes to bring a product to life and then finally see it on the shelves of Sephora or wherever. Yeah. It's a lot of multifaceted, you know, elements. So

Starting point is 00:21:26 I totally love seeing that. In our guest intake form, you did mention overseeing ratings and reviews for product launches. I just love to hear what that kind of entails. Totally. So I don't know if you guys are like me, but I look at reviews to like kind of sway my decision on buying a product. I really do love hearing and trusting people's opinions. I do also look, you know, at the one stars or the five stars, like get a good scope. So we really want people to be swayed in buying the product. So that is why we have ratings and reviews at launch.

Starting point is 00:22:01 So kind of like the backtracking a little bit with like how we get into that process. So we'll talk to our vendor about every launch, like, Hey, like, this is what we're launching. Here's how many products we'd love to sample the certain quantities we would love. And, you know, we really want to make sure that a wider range of individuals like get all the products and we offer all the shades, because I think having that diverse experience does help sway you know um the product and you know I want as many people as we could possibly you know enjoy or review the product and um get its like initial feedback as well too so um it differs between product like our strategy but you know I think that's the main goal is to

Starting point is 00:22:44 you know have reviews so that people are like oh I'd know, I think that's the main goal is to, you know, have reviews so that people are like, Ooh, I'd love to buy that. That's really interesting to see that they think that about it. So. Yeah, totally. And I know certain retailers have kind of requirements to launch even online with reviews. Like you have to have a certain number of reviews. I don't know what it is for the retailers that you're in, but that is an important piece to be thinking about as you launch a product is like, what are people already saying about it? You know, I mean, many people are going to try the product because they love the brand and they're just going to trust you. But it is cool to have, you know, some tried and true, like proof that it's amazing. Do you guys use like a third party or anything to like help facilitate

Starting point is 00:23:24 that? Or is that all you guys? Yeah, we do third party or anything to like help facilitate that? Or is that all you guys? Yeah, we do third party. Okay. Just because we like trying to do a whole year's worth of stuff. Yeah. Yeah. It can get overwhelming.

Starting point is 00:23:34 Oh, totally. Well, I just love to hear what your favorite part of a new product launch is. We kind of talked about the whole strategy, but I would just love to hear what your perspective is. Totally. I think I have two, which I don't know, you said favorite, but I'm going to have to give you two. I think my first one is definitely like seeing that product on figure, like when some models use it and it's on Selena, like it's model shoots are a very long day and a lot of effort, but to see that relief and like the product actually like looking how it's supposed to look on set is just so like, I don't know, it's like wonderful. And like, it's great to see like, wow, that really is looking great. And we're

Starting point is 00:24:17 really excited for the imagery. And then second is like, once we get that reveal to the world and like, it's out into the open like as I said earlier like I work so far in advance that like I've probably been wearing the product for a couple months I'm like finally people get to know about it because you know I think people sometimes if I post something they'll be like oh what are you wearing it's like I really can't say right um so I really love seeing like our community's reactions like a lot of stuff people ask for and you know I think it's just a great exciting reactions, like a lot of stuff people ask for. And, you know, I think it's just a great, exciting day to like, oh, this is out in the

Starting point is 00:24:49 world now. So it's kind of like the end of my like product journey with what I do. So it's like, wow, like we made it. So love that. That's awesome. Yeah. I'm sure the shoots are very exciting. I too worked a little bit with a beauty company back in the day.

Starting point is 00:25:05 And, uh, that was absolutely my favorite part. Just seeing that product come to life after hearing about it for so long and, uh, just building the messaging around it. I'm sure that's very exciting. Um, so one thing I would love to ask too, we talk a lot about campaign building and the process for that on the show. And so we'd love to hear a little bit of behind the scenes from you about how you all build out some of those seasonal campaigns and any tips for building successful campaigns. Totally. Again, I'm going to go back to spring 2023. Cause it's fresh in my brain about this highlighter. And I think I feel, I feel like every season we're always like, this is great. This is my favorite launch. I really, there's something about spring that, you know, it's so beautiful.

Starting point is 00:25:45 Like the imagery, the products, like it's just like chef's kiss. Like it's so great. You know, we obviously knew that this highlighter and under eye brightener were coming to life. I know our theme is shine your brightest. So that's kind of like the go-to-market tagline that we came up with. And, you know, Katie, Grace Grace and I kind of work on that um and I feel like the reason we we landed on this is because um Selena's confidence that image of her and her earrings like she just looks so confident you know and on set it just was like wow like she's confident so I think having that in our mind and then also knowing that the actual

Starting point is 00:26:23 like highlighters and bright and brightener are bright, you know, it is gives you a glass like sheen like you're glowing in the best way possible. So I think it was kind of easy to land the plane of being like, wow, Selene looks really confident. We have these products that are really brightening and give you that glow. Like this is when you shine your brightest. Like, I think it was really, you know, easy for us to land the plane and definitely like some tips of, you know, these go-to-market campaigns, like sometimes your first idea won't hit, like it's totally okay. Like there's probably been so many iterations and so much we've talked about, like to get to shine your brightest. Like I can't even remember like the initial starting point and stuff like that, but you know, it takes a while and you know, you don't always have to get it on the first time. And, you know, you always have to listen and really play with the product or,

Starting point is 00:27:13 you know, be on set to like, also these add, you know, the details to why you can land the plane on a certain thing. So I think just, you know, taking your time, you don't have to rush. Like, and this is why we work so far in advance, you know, so we don't have to be like, Oh, let's go to market. Like it's in watching in two months. Like we already have everything like packed in really well by the time we talked to our internal team. So I think that's probably a tip I would give. Yeah, that's great. And I'm sure too, there's a lot of opportunity that you have to present those new ideas to come up with new, fresh concepts for messaging or the creative that you're developing. Do you have any tips for building the confidence to present ideas,

Starting point is 00:27:56 to really stand behind your thoughts, your, your concepts that you're creating and presenting that to the team? Totally. And I think that's something that I've been working on, especially like, since I've been on the brand side for a year, like, you know, Grace will ask me my opinion and I think she really does value what I have to say. And I really, you know, provide examples or be like, I really think we should say this, or, you know, maybe the shade should actually be this.

Starting point is 00:28:18 Like, I think trusting your manager, but also like, you know, I've been, I don't know. I know I've been in this role for about a year but now I'm really confident when we are on set like oh I think this should be this I think that just comes with time you know like definitely when I started I wouldn't have been like on set being like this looks we should change this or you know maybe we should do something else but I think you know presenting your opinion why you feel that way also is important because Grace will ask me like, oh, why do you think, why do you think that, you know, like what

Starting point is 00:28:49 made you get to that realization and really trying to think through why, you know, I think we should change the messaging or maybe we should change how to use the, how to use directions or something like that. So. Yeah. We, um, we talked to someone a few months back and they were talking about how to pitch and present new ideas and the why is super important. And so with that too, are you doing research on data or any other findings, competitor findings? in Sephora and, you know, we really are, we're trying to be a great brand at Sephora. And I think, you know, people's feedback and seeing comments is really what drives, you know, maybe we should change something or also like wearing the product. Like, as I said earlier, I've been, I probably have been wearing the highlighter for a while, but, you know, I had to figure out like, do I really think it's sensorial? Like that glass, like sheen, like, what is it like when, you know, I'm outside versus inside and like playing with stuff to get to really know the product to then recommend, you know,

Starting point is 00:29:55 maybe we should use these directions or maybe we should change this to that. So yeah. So four is a great place to look. Yeah. Great, great idea. Thinking about who's distributing your product and what are the customers that are buying products from that distributor saying, what do they want and looking for, especially if you're trying to build a relationship with them. That's a really great tip. And I want to go back really quick to building out those seasonal campaigns. So any tips for collaborating cross department? So you mentioned you work a lot with the PR, the social team, sales, education. I mean, there's, I'm sure

Starting point is 00:30:32 a number of different categories and departments that you work with. So any tips for that, but also how is the information that you're providing to these departments, how is that differing? Do you have to kind of craft that information depending on who you're giving it to? How does that look like for you? Totally. And I think it really starts with this when we present the, you know, like when we presented the spring 2023 campaign copy and assets, like I think starting there being like, hey, everyone, here's the product lineup here's what the product does here are the names here's the benefits here's what Selena will like look like here are the assets so I think starting there being like hey guys you know here it is and then you know the copy won't necessarily change I feel like some teams use more than others depending

Starting point is 00:31:20 like the mailer will probably have a booklet sometimes or just like one line of copy but we really grace and i look at all projects so whether that be an education video the pr mailer so we ensure that everyone is on the same page which we do have these um these forms that have like all the product information on one page so everyone has those and can like look back when they are building out all this copy and stuff but you know you know, I think we present to the teams. We also will look and approve copy as well just to make sure everyone's like on the same page. And, you know, we want to hit make sure the same message is being said. I think I feel like an undergrad I saw something where like your consumer will see something eight times. So you want to make sure that that message is the same eight times because because then they'll finally, you know, figure out and understand what you're trying to do. Completely. Yeah. The different touch points is so it's something that's often overlooked. You

Starting point is 00:32:15 know, you think someone is just going to your social media and looking and then buying right away and no, they're seeing it on social media. They're seeing it in advertising. They're seeing, they're hearing about it, you know, on the podcast or radio or wherever you're advertising um they're reading about it in articles like the best new highlighter of 2023 or whatever it is you know and that's so true and you don't normally think about that so that's so interesting so wait this highlighter now that you've been talking about it forever I am so intrigued is this the one that Selena had a very intimate like uh get together in New York with the um influencers is that same she's right here I have her right here it's like this nice little pebble it's it's

Starting point is 00:33:00 gorgeous you can even see from we're literally you you know, she's in California where over zoom, you can see how gorgeous it is. So it's really pretty. And then like, you can like swirl it in and like, it's just, this is shade Medorise, which is one of my favorites. It's like this nice pinky bronze shade. So, but yes, that's when I did that event in New York and, you know, our PR team like thinks of these ideas once they see, you know, the highlighters like, oh, maybe we should do this and this for this activation. So, so cool. I love to hear the inside scoop on all of those things.

Starting point is 00:33:35 That's like my bread and butter is brand partnerships and influencers. So loving, loving to hear that. But we'd love to know what's next for you. What's, you know, outside of Rare Beauty, in Rare Beauty, where do you see your career headed in the next few years? And if you don't know, that's also totally okay. You know, you mentioned earlier, just kind of resting in where you are and kind of enjoying

Starting point is 00:33:57 it because you are in a great position and you're learning a lot. But I don't know if you have a vision for the future of your career you know I have been thinking about this you know I think people are also like intrigued to know I think you know eventually like going I don't know and on the horizon brain manager will hopefully be um coming up soon but I think being like a director of brand or even being a CMO I would love to do that you know I'm kind of thinking about going back to school. That's kind of like a dabble of getting my MBA. So we'll see how that comes to fruition.

Starting point is 00:34:30 But I think I'm in a great place. I think definitely marketing. I really want to stay in the marketing pathway. You know, I don't, I love the beauty industry. I don't know, maybe I would leave or come back. We'll see how that is. But I think marketing is such a great tool to have, you know, you have to market everything from shoes and the grocery stores. Like there's so

Starting point is 00:34:50 many things that marketing could translate into other industries. So definitely beauty for right now. So we'll see, you know, it's such a great space. If you do go get your MBA, let us know. And we'll have to chat with you about that again, just because, um, it's, it's an idea that I find a lot of people in our space and at our age want to do, and they're just not sure a, how to start, what to do, um, how to navigate all that stuff. So please keep us posted, uh, because we'd love to hear about that experience too. That's so awesome. Well, Jalen, this interview

Starting point is 00:35:25 has just been such a treat. So thank you for joining us. But we want to ask a question as we close out that we love to ask all of our guests. And that is, what do you know now that you wish you knew early on in your career? That's a great question. Because I feel like there's some days where I'm like, oh, wow, like I'm going in this direction, but there's still things like I could work on personally too. Like, but the thing that really stuck out with me and I'm still working on it is it's okay to ask questions or for help. You know, I was a big, you know, if you would have interviewed me going out of college, I'm like, I have everything together. Like I know how to do this and that, but there are some days where I do need to ask for help. And, you know,

Starting point is 00:36:03 you're not weak for asking questions or asking your manager to help you out. They're there to help you. Like Grace has to tell me that sometimes being like, I'm here to help you as much as you are to help me. Right. And I'm like, wow, that's actually smart. Like, that's a good point. And, you know, as I was thinking about this, like, how do you expect to grow and do something if you don't know how to do it? So, you know, if I want to be a brand manager, like I'll do you expect to grow and do something if you don't know how to do it? So, you know, if I want to be a brand manager, like I'll have to ask some questions, then eventually know how to do this so that I will become the brand manager. So, you know, food for thought, you know, it's okay to ask for questions or help. Like, I feel like it's okay. It really is. It's not the end of the world. It doesn't show weakness when you ask questions. I think it also,

Starting point is 00:36:44 it actually shows strength because you're, you're gaining the confidence to go out there and say, I don't necessarily know how to do this and I'd like to find out. And I'm asking the right people to figure that out. So yeah, great answer. Um, so good, such a good word of advice. Uh, but Jalen, I do have one more question for you. Kind of fun. Um, just because I, I have to know the answer to this. You mentioned the highlighter a lot, but if you had to only have one rare beauty product for the rest of your life, which one would it be? Oh man, this is such a hard question. I feel like it changes. The pressure is on. No, I'm just kidding. I know. You can name a couple too if you have a few that's totally fine blush is my absolute favorite the soft pinch liquid blush i obviously have all the shades but they are great like i think we have some great dewy formulas some matte ones i really love you know like happy is a good one grateful grace i can go on also the highlighters. Okay. I'll take,

Starting point is 00:37:46 I'll pick two, the soft pinch liquid blush and our new positive light. So if you touch highlighters. Fantastic. I haven't tried either surprisingly. So I need to look into that. Um, well, thank you so, so much for joining us today. I would love for everyone to just hear how they can find you follow along with what you're up to in your career and also buy all the wonderful rare beauty products. Totally. I'm Jalen Adams on LinkedIn. And then on Instagram, I am J A Y X L E N. If you want to follow me there, sometimes I post about work and other things, but you can get rare beauty at Sephora or rarebeauty.com. So fantastic.

Starting point is 00:38:26 Thank you so much for joining us. This is awesome. Thanks, Jalen. Of course. Thank you. What an awesome conversation with Jalen. I don't know about you, but I was fascinated hearing how one of my favorite beauty brands

Starting point is 00:38:42 brings their products to life. If you also enjoyed this episode, please remember to subscribe, rate, and leave a review on your favorite podcast platform. And this is where we normally say to follow us on Instagram at marketinghappyhr and just sign off. But this week, I get the amazing privilege of sharing that our website is now live. Head over to marketinghappyhr.com to check it out. That's marketinghappyhr.com and stay tuned for more Marketing Happy Hour goodies to come.

Marketing Happy Hour - Product Marketing 101: Your Go-To-Market Toolkit | Jaylen Adams of Rare Beauty

There aren't comments yet for this episode. Click on any sentence in the transcript to leave a comment.