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Benjamin Lord

Executive Director, Global Omnichannel Marketing at NARS Cosmetics

Location icon United States

Global marketer standing at the intersection of technology, commerce and culture.

Beauty brands are setting their sights on TikTok

Too Faced may have been the first to test the TikTok opportunity within the beauty landscape, but beauty brands across the board are now looking to the platform for relevance among Gen Z.

Why do CMOs care about diversity and inclusion?

In Cannes this year, we convened a dynamic group of leading CMOs to discuss two critical topics shaping the future of marketing: diversity and inclusion and the changing marketing ecosystem. Just as we tackled tough topics in the January Symposium, we collectively weighed in on what's working, what's not and what's possible which subsequently has fueled today's announcement of the new Adweek Diversity and Inclusion Council.

How Nars is navigating Tmall's competitive beauty landscape

"You can't win on Tmall by repurposing existing brand assets and campaigns," said Benjamin Lord, the company's executive director of global omnichannel marketing, CRM and loyalty. "For our industry, most specifically, expectations are high. The Tmall beauty buyer is generally younger than the usual Tmall shopper, so brands must create experiences that resonate well with this audience."

Gen Z is shaking up gender norms, and brands need to be dialed in as priorities shift

In an era rife with discussion over gender equality and diversity, traditional expectations of masculinity and femininity are changing shape. In fact, gender defiance is the new rule. Every day, trending hashtags like #LGBTQTogether, #LGBTQUnite or #LGBTQRuleTheWorld show thousands of Gen Zers breaking down stereotypes by proudly wearing and being what makes them feel good.

The Drum
AI can put creativity 'on steroids'

Artificial Intelligence is past the point of being a buzzword. It is embedded in all industries, with many different applications, from streamlining complicated processes to enabling customers to try clothes on before they buy. Despite its impressive executions, there are still questions about the extent to which AI can be deployed in the creative industries, and what impact it will have on the workforce and audiences.

Introducing Brandweek's 2019 Innovators Council

Today we announce another new Brandweek Council, the Innovators Council. These six Innovators have each accomplished so much in their careers and are paving new paths on a daily basis for a new wave of marketers.

Adweek Symposium: 2019 state of marketing

Last week, we hosted the first-ever Adweek Symposium with a single goal: to bring together a diverse group of CMOs, CBOs, CEOs, Innovators and Gen ZEOs to talk openly and candidly about what's working, what's not and what's possible for the current and future state of marketing.

Marketer Moves
NARS' Lord on AI-driven experiences, CRM and growth in Asia

As the Executive Director of Global eCommerce & Omnichannel for NARS Cosmetics, Benjamin Lord has a tall order, tasked with connecting shopper strategy, experience and innovation across eCommerce, CRM, technology and omnichannel retail. His team is working through a digital transformation at NARS that affects every single customer touch point - both on and offline.

NARS' Lord talks beauty tech, makeup artists and more

NARS Cosmetics may have a love affair with technology, but for the French beauty company, the human makeup artist will never really go away. The role can, however, evolve. Benjamin Lord, Nars' global executive director of direct-to-consumer and omnichannel marketing, explained the ongoing appeal and evolution of people-powered service to West Coast bureau chief Marcy Medina in a fireside chat.

WWD Digital Forum 2018

Addressing measurable impact of social media to the organic growth of an online community, this forum has a special focus on the digital lifestyle and business of the West Coast.

Glossy Beauty x Wellness Summit 2018

Leveraging data and technology to improve the customer experience: We live in an age of information, where a wealth of customer data can assist brands in creating better shopping experiences, personalizing their products and more. Nars is working to propel itself into the future by investing in data and personalization tools like AR mirrors for in-store customers. Hear how Benjamin Lord, the executive director of global e-commerce and consumer decision journey for Nars is tackling the...

She Runs It
She Runs It - Marketing Trends

How has marketing transformed the modern organization? Please join us for a riveting conversation on how marketing is now driving ROI and consumer engagement through brand building in the omni-channel space. This extends across e-commerce, digital, operations, analytics, ad tech, CRM, PR, and communications strategies.

Brand Innovators
Future of luxury brand marketing

Building A Luxury Brand in the Digital Era: Digital media and the Internet are rapidly transforming how luxury brands market themselves. From Baccarat to Bentley, Gucci to Gulfstream, and Rolex to Relais & Châteaux luxury brands are rapidly embracing big data, digital video, social media, content marketing, mobile/tablets and other digital platforms to engage more closely with their consumers. Nevertheless, the exclusive nature inherent in luxury brands mean that personalization and fusing...

Luxury Society
How AI is taking the beauty industry by storm

More and more beauty brands are embracing technology to enhance the personalized digital experience. Sephora's doing it. Estee Lauder's doing it, too. And if you're in the beauty industry and haven't considered incorporating advanced tech into your business model, you might want to.

NARS Cosmetics puts its best face forward with AI, data

When it comes to standing out in the $445 billion beauty industry, it all comes down to personalization, says Benjamin Lord, executive director of global eCommerce and omnichannel at NARS Cosmetics.

Brand Innovators
Future of retail and consumer experience

Customer Experience 2020: Omni-Channel Retailing & Loyalty Consumers now expect a seamless experience as they engage more actively with retailers in-store, online and on the go. From inventory availability to loyalty programs and synchronized support, both in-store and across devices, retail brands are in a unique position to build meaningful customer affinity on the path to purchase and beyond. Savvy retailers understand these changing dynamics and the power their physical locations have...

Think Tank: Your style is a device - Literally

The shift to mobile commerce revolutionized the fashion and beauty industries. Even as some luxury labels were slow to embrace change, seemingly overnight customers have embraced the personal shopping assistant in their pocket - and a completely new way to buy looks on Instagram.

VentureFuel honors marketing visionaries 2018

VentureFuel, Inc., the full-service innovation consultancy working with Global 2000 clients to capitalize on new technology and emerging opportunities, announced the 2018 VentureFuel Visionaries, a group of the most innovative minds in advertising. Visionaries include executives from Microsoft, Beam Suntory, Estee Lauder, Sony Pictures and more.

Think Tank: Latest beauty tech signals industry makeover

To say that technology has "disrupted" beauty is an understatement. Our personal-care devices are all connected - and the quality of biometric data they are able to collect has doubled. Whether it's how we brush our hair or our teeth, beauty tools can track the behaviors and patterns of our daily life.

Reinventing the physical experience with pattern recognition

The explosion of mobile technology has led us on a collision course, merging the physical and digital worlds as smartphones have become 'intelligent' enough to recognize visual cues and patterns. And it's not just smartphones changing the online-to-offline experience: Smart screens in stores and in the streets are recognizing people, their traits and desires.

Think Tank: Why fashion needs to get more artificial

The past few years of technological advances have led us on a collision course - a merging of couture and computing. The industry has reached a point where machines can leverage enormous amounts of online user data from e-commerce, social media and smartphones to understand and foresee real-life trends, and in return, refresh their products and customize their shopper's experience.

Why the fashion industry needs to get more artificial

The past few years of technological advances have led us on a collision course - a merging of couture and computing. The industry has reached a point where machines can leverage enormous amounts of online user data from eCommerce, social media, and smartphones to understand and foresee real-life trends, and in return, refresh their products and customise their shopper's experience.

Marketers must find AI's moral compass

Artificial intelligence is growing in usage and capability, but it is still mostly a black box without guiding principles; Kinetic's Benjamin Lord argues that AI needs to develop ethical standards as it progresses.

Post Funnel
The store of the future is a hybrid

Retail is swiftly changing into a seamless combination of digital and in-person interactions. How can you make sure your business doesn't stay behind the curve?

Muslim travelers account for over 11% of all global travel spending

There were 118 million Muslim international travelers in 2016, and approximately 25 percent reported that their destination and/or purchase decisions were impacted by targeted advertising they had seen, according to new research from Kinetic Worldwide's Aviator unit.

The Sydney Morning Herald
Time to throw away your glasses for 3D TV

Thanks to at least two research efforts around the world, glasses-free 3D might finally be upon us. 3D-TV was something of a flash in the pan, and while 3D movies continue to be made in order to inflate ticket prices, the format's not going anywhere any time soon.

Jing Daily | 精日传媒
Chinese travelers drive global luxury sales

Luxury brands around the world need to consider that Chinese travelers accounted for nearly one-third of all luxury purchases last year, and tailor their services to these shoppers using geo-targeting tools on WeChat. Digitally engaging potential customers, particularly an emerging millennial market, at opportune moments while they’re on the move is critical.

Luxury Daily
Travelers from Southeast Asia drive majority of luxury growth

China now accounts for 30 percent of global luxury sales Chinese travelers represent the largest bloc of luxury consumers in the world, suggesting that luxury brands need to pay more attention to their international customers.

The Drum
How Calvin Klein matched WeChat with outdoor ads to drive sales

Calvin Klein (CK) drove a 50% increase in sales volume during a campaign for Chinese Valentine's Day last year by matching up WeChat with outdoor screens. As Asia readies itself for Chinese New Year and the West for its own Valentine's Day, the campaign, carried out in August last year, has some fitting lessons for brands wanting to chime into cultural calendar moments.

Chain Store Age
Five reasons social retailing will explode in 2017

For a long time, social wasn't a closed-loop system. But with the shift of e-commerce to mobile-first, brands can now use the data and features of social media to create hyper-personalized connections that get users to buy. This content is available only to registered users.

China's messaging economy: we are the followers

Earlier this fall, I moderated a panel at the OMMA "Bots & Chat" Conference in New York. The panelists referenced some interesting chatbot marketing examples in the U.S. - particularly one from the chat marketing agency Block Party that used Katy Perry's cat to help market her perfume.

Travel brands play it safe on social with popular attractions, not local experiences

Hotels, destinations, and even some airlines have converged on the theme that travelers want to live like locals and have unique experiences, and places and brands have doubled down on this marketing message in recent years. But it's challenging to portray local life and experiences through an Instagram photo, Facebook post, Tweet, or Snapchat video, though ...

See the epic 'Post-it war' between ad agencies come to a colorful end

A sticky war that has raged in New York City between a pair worthy adversaries for two weeks climaxed Wednesday on the colorful battlefield of Rockefeller Plaza. New York advertising agencies Horizon Media and Havas Media have been trying to one-up each another for two weeks by sending messages and creating designs with colorful Post-it notes covering window fronts on buildings in lower Manhattan.

Run for your lives! A Post-It War has begun in NYC

They have fought wars with drones, with atom bombs and now, advertisers have invented an even more deadly weapon - Post-it notes. Canal Street in New York City is home to some of the city's best advertising agencies and most mediocre Chinese food.

Facebook beats Pinterest as foodies' go-to social platform

Pinterest gets a lot of buzz as the popular place to share recipes, but Facebook is still the No. 1 social platform for food lovers, according to a new study from Sopexa. The agency's report polled foodies-defined as online consumers who repeatedly look up food content-in six countries: The U.S., Germany, France, the U.K., Japan and China.

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