127 - Larissa Jensen, Circana

Earned: Unlocking the Power of the Creator Economy

In Ep. 127 of Earned, Conor sits down with Larissa Jensen, SVP and Global Beauty Industry Advisor at Circana. With more than two decades of experience in the beauty industry, Larissa shares how beauty standards have evolved in that time, and the pivotal role social media has played. We explore how the landscape is shifting from traditional department store dominance to a personalized digital marketplace for each consumer, before Larissa reveals the rise of “prejuvenation” trends among the youth. We then discuss the challenges brands face in today’s ever-changing market, and how social media analytics play a crucial role in brand performance. Switching gears, Larissa unpacks how Circana, born from NPD and IRI, provides insight into the connection between online buzz and sales. Larissa then lends her career advice, emphasizing the importance of curiosity and perseverance. To close the show, Larissa emphasizes the importance of finding joy in work—even the hard work!

In this episode, you’ll learn:

1. How focusing on value-driven purchases and understanding the shift in consumer behavior can redefine your brand's path to success.
2. Why staying agile and keeping an ear to the ground for the next social media innovation is key to capturing emergent markets and demographics.
3. How patience and authentic communication propelled Larissa's career, and how these skills can be transformative in the fast-paced beauty market.

How patience and authentic communication propelled Larissa's career, and how these skills can be transformative in the fast-paced beauty market.

Resources:

• Circana - https://www.circana.com/

Connect with the Guest:

• Larissa’s LinkedIn - https://www.linkedin.com/in/larissajensen/

Connect with Conor Begley & CreatorIQ:

• Conor’s LinkedIn - @conormbegley

• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @TribeDynamics

• CreatorIQ Instagram - @creatoriq

• CreatorIQ TikTok - @creator.iq

• CreatorIQ Twitter - @CreatorIQ