In this week's episode of Building Brand Advocacy, Verity sits down with Georgie Fox, Head of Brand at LOOKFANTASTIC, to dissect what it actually takes to rebuild a brand's foundation from the inside out, and how community became their sharpest growth lever.

This episode covers the brand-partnership relationship, why consumer connection has to run deeper than product, and how brands can fill the gap left by traditional media. Georgie shares the internal culture shifts that made it possible, LOOKFANTASTIC’s anti-gatekeeping approach to knowledge, and the "sausage machine" analogy that redefines what good marketing looks like.

In this episode, we cover:

Rebuilding LOOKFANTASTIC's brand foundation, closing the business-social understanding gap, and why consumer connection must run deeper than product
How brands can fill the void left by traditional media and publishing, using community as the gateway through access
What good marketing actually looks like and how to measure it effectively using the "sausage machine" analogy
Building a fuelled 360 creator and affiliate strategy, from nurturing genuine partnership relationships to scaling the brand x partner model
Anti-gatekeeping as strategy, making employee content creation part of the role and earning real buy-in across the business

Chapters

00:00 Welcome and Guest Intro

05:47 The Home of Iconic Beauty

09:09 Building Brand Foundations

16:29 Proving Brand Impact

21:45 Anti Gatekeeping Strategy

27:30 Creators and LOOKFANTASTIC’s Aspiration Balance

29:43 Influencer Strategy Origins

31:31 From Funnel To Flywheel

37:29 Reddit And Authenticity

41:12 Molly Mae’s Evolution

42:51 Ambassadors Within The Community