Podcast Summary: The CPG Guys – Live from Cannes Lions 2025 with E.L.F. Beauty's Laurie Lam & Day One Agency's Josh Rosenberg

Podcast Information:

• Title: The CPG Guys
• Host/Author: Peter V.S. Bond & Sri Rajagopalan
• Episode: Live from Cannes Lions 2025 with E.L.F. Beauty's Laurie Lam & Day One Agency's Josh Rosenberg
• Release Date: July 23, 2025
• Description: CPG & FMCG eCommerce industry icon Sri Rajagopalan & consumer loyalty guru Peter V.S. Bond explore how brands and retailers understand and engage with consumers in-store, online and everywhere in between.

Introduction and Event Promotion (00:01 - 02:50)

The episode kicks off with Shree Rajagopalan promoting the upcoming Big Grocery Shop Kickoff Party in Las Vegas, hosted by The CPG Guys in partnership with Rethink Retail. This event is positioned as a gathering for industry leaders to celebrate the annual event's commencement.

Key Points:

• Event Details: September 28th, Las Vegas, 6:30 to 8:30 PM.
• Purpose: Networking and celebration among CPG industry luminaries.
• Call to Action: Listeners are encouraged to plan their travel to attend the kickoff party and stay tuned for registration and sponsorship details.

Guest Introduction and Podcast Overview (02:51 - 07:00)

Josh Rosenberg, Co-Founder and CEO of Day One Agency, and Lori Lam, Chief Brand Officer at E.L.F. Beauty, join the hosts Shree Rajagopalan and Peter V.S. Vaughn. The hosts highlight the significance of trust and authenticity in modern brand-agency collaborations.

Notable Quote:

• Peter V.S. Vaughn (03:56): "Earned led storytelling" and "Authenticity at scale" are emphasized as critical elements in today’s marketing landscape.

Building Trust Between Brand and Agency (07:01 - 10:02)

The conversation delves into the foundation of trust and transparency between Day One Agency and E.L.F. Beauty. Josh underscores the importance of investing deeply in partnerships, while Lori elaborates on E.L.F.'s high-performance teamwork and open feedback loops.

Notable Quotes:

• Josh Rosenberg (03:56): "Trust and transparency are the secret sauce."
• Lori Lam (04:49): Discusses "mutual accountability, passionate relationships, and healthy conflict."

E.L.F.'s Bold Marketing Strategies and Cultural Relevance (10:03 - 16:59)

Lori Lam shares insights into E.L.F.'s strategic forays into high-profile events like the Super Bowl and unconventional platforms like Twitch. The brand's commitment to disrupting norms and democratizing access to beauty is highlighted through campaigns featuring celebrities like Jennifer Coolidge and innovative product launches responding to community-driven trends.

Notable Quotes:

• Lori Lam (07:38): "We are rooted in disruption."
• Lori Lam (11:22): Discusses the rationale behind E.L.F.'s Super Bowl commercials targeting the 50% female viewership often overlooked by typical commercials.

Community Engagement and Real-Time Marketing (17:00 - 24:35)

The guests emphasize the importance of listening to and engaging with the community in real-time. Examples include E.L.F.'s rapid response to TikTok trends and supporting community members like Oliver in Phoenix, showcasing the brand's commitment to authentic relationships.

Notable Quotes:

• Josh Rosenberg (14:54): "Taking a step back and having outside interests makes our team more interesting."
• Lori Lam (16:35): "Building relationships with an audience in an authentic way is the future of earned storytelling."

Trendsetting vs. Participating in Trends (24:36 - 28:10)

Lori Lam differentiates between being a trendsetter and merely participating in trends. By leveraging deep consumer insights, E.L.F. creates culturally relevant campaigns that resonate emotionally with their audience, such as the "Skin Sins" campaign featuring Megan Stalter.

Notable Quotes:

• Lori Lam (25:13): "When you're really in tune and listening to what your community wants, you can give them... something culturally relevant."
• Josh Rosenberg (26:18): Highlights the quick turnaround in responding to TikTok trends, exemplifying "ELF speed."

Managing Reputational Risk While Being Bold (28:11 - 31:05)

The discussion shifts to navigating reputational risks associated with bold marketing moves. Josh Rosenberg and Lori Lam stress the importance of staying true to the brand's ethos and maintaining authenticity to mitigate risks.

Notable Quotes:

• Josh Rosenberg (28:39): "Operationalize creativity so that it minimizes reputational risk."
• Lori Lam (30:39): "Reputational risk for us is doing something against our ethos and breaking authenticity."

Measuring Campaign Success: KPIs and Community Impact (31:06 - 35:41)

Lori Lam and Josh Rosenberg discuss the key performance indicators (KPIs) they prioritize when evaluating campaigns. Beyond traditional metrics like sales and traffic, they emphasize community engagement, sentiment, and customer lifetime value as critical measures of long-term success.

Notable Quotes:

• Lori Lam (33:41): "Community reactions—engagement and sentiment—are factors you can't necessarily put an ROI on."
• Josh Rosenberg (35:01): "Shares and comments are the gold for building brand love and advocacy."

The Role of Traditional vs. Digital Media (35:42 - 38:08)

The guests elaborate on their media mix strategies, balancing traditional media like TV with digital, social, and experiential channels. Lori Lam emphasizes creating compelling content first, which then dictates the appropriate medium to reach their community effectively.

Notable Quotes:

• Lori Lam (36:05): "Ensure the right message and storytelling come first, then decide the platform."
• Josh Rosenberg (37:33): Advocates for customized go-to-market plans based on where the consumer is, rather than a one-size-fits-all approach.

The Future of Earned-Led Storytelling and Retail Media (38:09 - 41:59)

Looking ahead, Josh Rosenberg anticipates that building authentic relationships with audiences and leveraging creators will shape the future of earned-led storytelling. Additionally, both Lori Lam and Josh Rosenberg discuss the strategic role of retail media within the broader marketing ecosystem, highlighting the need for transparency and authenticity.

Notable Quotes:

• Josh Rosenberg (38:14): "Building relationships in a creator-driven world is the future of earned storytelling."
• Lori Lam (40:31): "Transparency and authenticity are foundational for us in retail media."

Closing Remarks and Audience Engagement (42:00 - End)

The hosts invite listeners to engage with The CPG Guys through ratings, reviews, and participation in future discussions. They extend gratitude to the guests, listeners, and sponsors, wrapping up the live recording from Cannes Lions 2025.

Overall Insights:

• Trust and Transparency: Fundamental for successful brand-agency partnerships.
• Disruption and Cultural Relevance: E.L.F. Beauty's commitment to disrupting norms and staying culturally relevant through bold marketing moves.
• Community-Centric Approach: Emphasizing real-time engagement and authentic relationships with the consumer.
• Balanced Media Strategy: Integrating traditional and digital media based on compelling content and where the audience is most active.
• Future of Storytelling: Focused on authentic relationships and leveraging creators to drive earned-led storytelling.
• Strategic Retail Media Use: Incorporating retail media as part of a holistic marketing ecosystem with a focus on transparency.

Conclusion: This episode of The CPG Guys provides an in-depth exploration of E.L.F. Beauty's and Day One Agency's strategies for building trust, engaging authentically with communities, and navigating the dynamic landscape of modern marketing. Through bold campaigns, real-time responsiveness, and a commitment to authenticity, E.L.F. exemplifies how brands can effectively connect with and inspire their audiences in a digitally driven world.