Merit is redefining beauty marketing by focusing on trust through fewer product launches and a customer-centered approach. Since its inception in 2021, the brand has introduced 14 products, with the latest being the Great Skin Double Cleanse. Merit emphasizes emotional resonance and a holistic brand narrative over quick market entries. Aila Morin, the CMO, asserts that the brand's identity and storytelling take precedence over performance metrics, indicating a strategic shift away from the industry's typical fast-paced cycles.
"We're not chasing hype, so we don't need to launch constantly just to generate momentum." This illustrates Merit's commitment to thoughtful product launches rather than succumbing to industry pressure for rapid innovation.
"Brand always comes above performance. It's the most important part of the business." This indicates that Merit's primary focus is on brand identity rather than pure sales metrics.
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