Marketing in the Madness

How Luxury Brands Like L’Oréal Luxe Are Using AI To Redefine Beauty

The future of luxury is being rewritten and it’s happening faster than anyone expected!
In this episode, Katie Street sits down with Ekaterina Golovanova, Digital Director of Luxe at L’Oréal, to uncover how some of the world’s most iconic beauty brands are reinventing themselves in the age of AI, social selling, and shifting consumer expectations.
They cover everything:
 How AI is transforming skincare diagnostics and personalisation
Why Gen Z is changing luxury forever
The rise of TikTok Shop and the new wave of social commerce
How luxury brands can stay exclusive while building inclusive communities
The future of product discovery in a world of LLMs and AI agents
Ekaterina has worked with powerhouse brands like Lancôme, Armani, YSL, and Kiehl’s so this conversation goes deep into what luxury means today and what it will look like tomorrow.
If you care about AI, beauty, luxury, retail, or the future of marketing, this one is for you.
Don’t forget to follow for more unfiltered conversations with leaders reshaping the world of marketing and digital.Ekaterina Golovanova
https://www.linkedin.com/in/ekaterinagolovanov042/
 
Katie Street
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/
 
Street Agency
https://street.agency/
https://www.instagram.com/street.agency/
https://www.linkedin.com/company/streetagency/

How the 95/5 Rule Could Save Your Business with LinkedIn B2B Institute

95% of your market isn’t buying today. So why are you still selling like they are?
This mini episode of Marketing in the Madness drops the honest truth about the 95/5 Rule and why long-term brand fame beats short-term sales hype every single time!
In this cut from our full conversation, we get into:
👉 Why showing up consistently matters more than pushing harder👉 How to stay in front of the 95% who’ll buy later👉 The unfair advantage of brand fame in B2B
This is street-level strategy for marketers who actually want to play the long game and win.
Jennifer Shaw-Sweethttps://www.linkedin.com/in/jennifer-shaw-sweet-7134a56/
Katie Streethttps://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/
Marketing in the Madnesshttps://www.instagram.com/marketinginthemadness/
Street Agencyhttps://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

From Snickers to Pedigree: How Mars Uses AI to Transform Brands

AI is everywhere right now, but how are the world’s biggest brands actually using it to create growth, innovation, and personalisation that truly matters?
In this episode of Marketing in the Madness, Katie Street sits down with Balki Subramanian, Chief Digital & Information Officer at Mars Food & Nutrition, to uncover how Mars is approaching AI across household brands like Ben’s Original, Dolmio, Seeds of Change, Snickers, and Pedigree.
Balki shares real examples of AI in action. From a José Mourinho Snickers campaign to Pedigree Adoptables, an award-winning AI project helping shelter dogs find forever homes. He also opens up about the frameworks Mars uses to make sure AI is ethical, responsible, and always tied to solving real business problems.
What you’ll learn in this episode:- The difference between AI buzzwords (data science, automation, generative AI)- How to build an AI strategy that delivers results (without chasing falling for shiny tools)- Why responsible AI governance is critical for global brands- The most innovative AI campaigns from Mars- Practical advice for retail, CPG, and digital leaders starting their AI journey
If you’re interested in AI in retail, CPG marketing, or digital transformation, this episode is packed with insights you can apply in your business right now!
Don’t forget to like, comment, and subscribe for more conversations with bold marketing and digital leaders (this helps us a lot).Join us at ShopTalk Luxe in Abu Dhabi, 27–29 January 2026, to connect with global retail leaders that are breaking through the noise and explore the future of brand, creativity, and commerce. Get your ticket now: https://luxe.shoptalk.com/Balakrishnan Subramanian https://www.linkedin.com/in/balakrishnancs/Katie Street https://www.linkedin.com/in/katiestreet/ https://www.instagram.com/streetmate/ Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/

AI vs Human Creativity: Why People Still Matter

Can AI do 90% of your job? 
Maybe. 
But the last 10% - story, judgment, and real human connection -  is where careers are won. 
In this conversation with Chris Croft, we get honest about using AI boldly without losing your voice, why brand polish matters less than authenticity, and why people skills are the new moat.
What we cover:
- Authenticity > aesthetics: Your studio and brand can change; what audiences trust is you, open and honest on camera. 
- Agentic AI is here: From bookings to cold calls, AI will eat routine work so double down on the human bits: rapport, influence, leadership. 
- The “20 ideas” creativity workout: Push past the obvious; ideas #15–20 often contain the gold. Then let AI add another 20 to spark what you missed. 
- Where AI shines (and doesn’t): Great for ideation, structure, and pros/cons, you still choose, tell the story, and add the edge audiences remember. 
- AI music is fun, not Dylan: Tools like Suno can make catchy songs, but originality and lived nuance still belong to humans. 
- Aim for the top 30%: If you’re in that tier for creativity and people skills, you’ll outperform today’s AI and tomorrow’s. 
 
If you’re a marketer, creator, trainer, or leader, this episode gives you a practical playbook for partnering with AI while staying unmistakably you. Expect candid examples, a few laughs, and a clear path to staying valuable as tech races ahead.
 
If this resonated, hit the notification bell to stay tuned for upcoming episodes!

Why Saying NO Nearly Cost Me Everything: Turning Failures Into Opportunities

What if one tiny mistake could change your whole life?
Katie Street sits down with international trainer, author, and LinkedIn Learning superstar Chris Croft. His story is anything but ordinary. From turning down an opportunity that could have ended his career before it even started, to accidentally creating a viral project management rap, Chris shares how a mix of saying yes (and sometimes no) shaped his path from corporate trainer to one of the world’s most-watched online instructors.
Chris has grown a community of more than 250,000 people on LinkedIn, created over 47 LinkedIn Learning courses (yes, more than anyone else in the world), built a YouTube channel with 20,000 subscribers, and reached audiences across the globe on Udemy. And the best part? He’s done it all without the kind of heavy marketing you might expect.
Together they dig into:
How a mistake turned into millions
Why LinkedIn and YouTube became his most powerful growth tools
What he’s learned about the connection between happiness and success
Chris also opens up about staying relevant in a world of AI, why authenticity is non-negotiable, and how creativity is still the ultimate edge in business.This conversation is packed with stories, laughs, and lessons that prove success doesn’t come from following the rules - it comes from showing up, trying things, and sometimes just getting it wrong.

How Coty Is Winning at Social Commerce from Gucci to Kylie Cosmetics

Welcome to Marketing the Madness - live from Shoptalk Europe (once again)!
In this episode, Katie Street sits down with Pierric Duthoit, Chief Digital Officer at Coty, the powerhouse behind some of the world’s most iconic beauty and fragrance brands, including Gucci, Burberry, Calvin Klein, Kylie Cosmetics, and CoverGirl!
Together, they dive into the future of social commerce in beauty and retail, exploring how Coty is using influencer marketing and advocacy to build real trust and drive conversion. 
Pierric opens up about what it takes to create global campaigns that resonate, why fragrance and skincare are becoming major players in online shopping, and how data, insights, and trend-spotting keep Coty ahead of the curve.
He also shares fascinating stories about Coty’s work with both mega-influencers and micro-creators, the brand’s approach to staying ahead of trends like the vanilla fragrance craze, and why social commerce is more than just a trend, it’s fast becoming the future of digital retail strategy.
If you’re in beauty, retail, or marketing, this conversation is packed with insights you won’t want to miss.
Don't forget to join us at ShopTalk Luxe in Abu Dhabi, 27–29 January 2026, to connect with global retail leaders that are breaking through the noise and explore the future of brand, creativity, and commerce.
Get your ticket now: https://luxe.shoptalk.com/
Pierric Duthoit
https://www.linkedin.com/in/pierricduthoit/
Katie Street
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/
Street Agency
https://street.agency/
https://www.instagram.com/street.agency/
https://www.linkedin.com/company/streetagency/

Beyond The Bots: Why Human Connection and Video Win in B2B Marketing

In today’s sea of sameness, AI tools and ChatGPT generated content are everywhere - but are they enough to build trust? 
In this talk, Katie Street shares why human connection, authenticity, and video-first content are the real game-changers in B2B marketing. From LinkedIn growth strategies to building personal brands that outperform corporate logos, discover how to stand out and win trust in a noisy digital world.
In this episode, you're going to learn why:
- People buy from people, not faceless brands- LinkedIn and YouTube are the top platforms for agency growth- Video, energy, and enthusiasm build trust faster than polished logos- Human-led content gets up to 38% more engagement than brand posts- Agencies must showcase real people - not just products or services
With stories from brands like UGG, insights into influencer-style B2B strategies, and proof from leaders like Gary Vee and Steven Bartlett, this session will inspire you to stop hiding behind your logo and start showing your face!
Subscribe to our channel for more on B2B marketing strategy, personal branding, AI in marketing, and much more!

This Strategy Helped Me Generate More Leads (And Changed My Business Forever)

Send us a textStruggling to generate leads for your B2B business?In this episode, Katie Street reveals the exact strategy that helped her cut through the noise, stand out from the competition, and win more clients - even in a tough market!Here's what she reveals:- Why most B2B marketing is boring (and how to fix it)- The human-first strategy that makes your business unforgettable- How to build trust and convert leads faster- Practical tips for using LinkedIn & video to generate inbound opportunitiesWatch now to learn how to transform your B2B marketing and generate more high-quality leads!This episode of Marketing in the Madness was recorded at the Pipeline event hosted by Agency Hackers.Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

The One Secret Ingredient to Creative Campaigns From Nestlé’s Marketing Leader

Send us a textWhat does it take to keep some of the world’s biggest brands at the top of their game? In this episode, Katie gets the inside story from James Godfrey, Global Head of Marketing and Sales Capability at Nestlé - the man who teaches 55,000 marketers and salespeople across 180 countries how to build campaigns that truly land!From global creative strategies for iconic brands like KitKat and Nespresso, to navigating the rise of TikTok, influencer marketing, and AI, James shares real-world lessons from 25 years at the heart of FMCG.Forget the theory - this is a behind-the-scenes look at how the biggest food and beverage company on the planet keeps brands relevant.What you’ll learn in this episode:- The creative formula behind Nestlé’s biggest campaigns - and how carving out time, investment, and talent makes all the difference.- How FMCG giants are shifting to human-first content and influencer-led strategies to stay authentic in a social-first world.- Why offline brand experiences, packaging, and in-store execution are still crucial in a digital-heavy retail landscape.Marketing in the FMCG world is evolving fast, but as James Godfrey reveals: 'The brands that win don’t just chase the latest tech trend. They double down on creativity, strong brand foundations, and truly human connections with consumers.'If you want to know what it really takes to keep brands relevant and future-proof your marketing strategy, you’ll want to hit play on this one.James Godfreyhttps://www.linkedin.com/in/jamesgodfreycommercial/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Inside Holland & Barrett’s AI-Powered Customer Experience Strategy

Send us a textIn this live episode from Shoptalk Europe in Barcelona, Katie Street sits down with Lidia Muravieva, Chief Experience Officer at Holland & Barrett, to explore how one of the UK’s most established health and wellness retailers is transforming its entire customer journey!This isn’t just another digital transformation story, it’s about breaking legacy barriers, connecting fragmented data, and using AI to deliver truly personalised experiences both in-store and online.Lidia shares how Holland & Barrett is reshaping omnichannel retail, supporting customer intent over product-first shopping, and designing a post-purchase journey that builds trust and loyalty long after checkout.If you want to understand where retail CX is heading in 2025 and beyond, this episode gives you real strategies, tech insights, and leadership lessons you can apply to your own business.Here's what to expect:- How Holland & Barrett is shifting from product-led to problem-led shopping journeys, helping customers find solutions rather than just products.- The role of data integration and AI in building a single customer view, improving personalisation, and driving better decision-making across channels.- What it takes to design a true omnichannel experience, bridging online, in-store, and post-purchase interactions for maximum customer impact.- The importance of a data-driven culture and continuous CX improvement to stay competitive in a fast-evolving retail landscape.Retail is moving fast, and the brands that win? They’re the ones putting customers right at the heart of every decision. This chat with Lidia is a behind-the-scenes look at how a heritage retailer such as Holland and Barrett is levelling up for the future. If you want to know where CX is going next and how to stay ahead of the game, you’ll want to tune in to this one!Lidia Muravievahttps://www.linkedin.com/in/lidia-muravieva-5833871b0/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/