Benjamin Lord

CMO, Mira Beauty // Ex NARS, Shiseido

Location icon United States

A creative leader and builder at heart, Benjamin Lord has led marketing and innovation for brands such as NARS Cosmetics, LVMH, Nike, Unilever Prestige, L’Oréal, and more. He currently serves as the CMO of Mira Beauty.

Raised in Asia and Africa, Benjamin started his career in France before moving to the United States. His international background and global roles have given him a unique perspective into the importance of culture, purpose and community.

Benjamin is a member of Adweek's Innovators Council, a collective of marketing luminaries, and was cited as “one of the industry’s most inventive minds” by the magazine. He is regularly published in the press and spoke at a number of conferences, including the Cannes Lions Festival of Creativity, WWD Digital Forum, Glossy Beauty Summit and CES. Named a 40 Under 40 in Marketing twice, he has served on multiple creative juries and mentorship programs.

Benjamin is an ASPCA guardian for abandoned and injured animals.


Adweek Pride Stars Virtual Event

Join Adweek for a live discussion with this year's Pride Stars, LGBTQ leaders creating an impact in advertising, marketing, and culture.

Adweek's Pride Stars talk LGBTQ advocacy and marketing

This week, Adweek is introducing a new industry award recognizing LGBTQ talent: Adweek Pride Stars. The 15 leaders chosen for the inaugural Pride Stars honors are changemakers in advertising and marketing, brands, media, tech and culture.

Introducing Adweek's Inaugural Pride Stars

A big part of Adweek's mission is to spotlight innovative work and leadership in our industry, from celebrating those who advocate for greater diversity (Adweek + Adcolor Champions) to our Young Influentials (coming your way in August) and the Most Powerful Women in Sports (look for it in November).

Mira app aggregates Black-owned beauty brands in one place

Mira, an app that compiles skincare and makeup product reviews from across the web in one place, has added a feature aggregating Black-owned beauty brands. According to CMO Benjamin Lord, not much information regarding Black-owned beauty brands was available to begin with, making Mira's endeavor a struggle.

Very Good Light
Beauty marketplace Mira is supporting Black-owned indie brands

Over the past few weeks, the online presence of Black-owned indie beauty brands has risen exponentially. In the wake of a fierce and timely reckoning of the beauty industry, these brands have shone through with necessary actions for justice and passionate support for the Black beauty industry, which has too often been categorized as an afterthought.

Adweek Executive Mentor Program doubles in size for 2020

"It is an unwritten commandment in the preservation and advancement of any craft or culture: knowledge has to be shared. Mentoring, therefore, is an obligation for those who love their craft," - Antonio Lucio, Global CMO of Facebook and Mentor Adweek, the leading resource for the brand marketing and advertising community, announced the return of the Adweek Executive Mentor Program, supporting senior marketers on the road to executive positions.

Cosmetic Executive Women
Support for salons is on the way with relief funds and resources by Mira Beauty

One of the most popular memes currently making its way around the internet jokes that we are about three months away from seeing everyone's true hair color. While providing a brief moment of levity in a time of crisis, the truth is that the closing of retail service providers across the nation impacts us all.

Raconteur, The Times & Sunday Times
Do we really want connected beauty?

Back in 2015, L'Oréal jolted attendees at Dreamforce awake. Delegates at the annual Salesforce conference had endured days of pitches for digitalised sales pipelines and customer retention management systems. They hadn't banked on someone showing up and talking about tech in the beauty industry. They hadn't expected a "connected eyeliner".

How can CES beauty tech become more accessible?

As AI, AR and VR have made beauty and technology increasingly interlaced, CES has become a destination for beauty companies to show off their latest tech advancements. However, does the beauty tech featured actually make sense for the end customer?

The 6 marketing trends that will drive innovation in 2020

Innovation never stops. But a new year-and a new decade-gives us a chance to pause, reflect and get excited about the possibilities. So we ask ed from brands including Google, HBO, Hulu, Visa, Sony and Chipotle one question: What's happening in marketing right now that you're most excited about?

Very Good Light
Here's where the men's beauty market is headed in 2020 and beyond

When James Charles was named Cover Girl's first "Cover Boy," it was a changing tide for the beauty industry. The year was 2016, and the then high schooler was merely a rising star on YouTube. Charles, like many young men who beat and baked their faces weren't yet household names nor were they the in-demand influencers that command million dollar salaries.

Global Cosmetic Industry
5 reasons high-tech beauty isn't taking off

CES has proven a reliable platform for showing off the latest technology for beauty brands and consumers. Yet many of the show floor innovations fail to make a big splash in the market. Why? This is the core question addressed by guest author and beauty marketing and innovation expert, Benjamin Lord.

The Glossy Beauty Awards

Judge for The Glossy Beauty Awards 2020, recognizing companies that are transforming the beauty industry.

AB InBev Innovation Garage Series
Digital Connectedness

Tech makes it easier to connect, but often at the expense of IRL human connection. What tech can bring us together? Join execs from Airbnb, Google, Sony Interactive as well as some of the hottest startups and investors tackling this opportunity.

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.

Direct Marketing News
Meet 40Under40 honoree Benjamin Lord

Benjamin Lord, Executive Director, Global Omnichannel Marketing, CRM & Loyalty at NARS Cosmetics says: I think I would either be an architect - because I love to build things and I'm very much into creative design - or a vet: I love animals and my heart is broken when I see one in pain.

Direct Marketing News
DMN honors 40 of Marketing's highest achievers

On September 19, 2019, DMN will roll out the red carpet aboard a four-story private yacht, the Aqua Azul. Honorees and guests will set sail around Manhattan, taking in the city skyline, celebrating the honorees, and watching the city glow as the sun sets.

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.

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.

Print is something that many people are deeply invested in"

Marketing professionals from some of the world's most influential organisations share their opinions on the power of print. Representatives from The Sunday Times, NARS Cosmetics, Mercedes-Benz, Branded Entertainment Network, BT and Diageo were invited to discuss the impact of print and applauded the ability of print to engage, influence and provide readers with an experience.

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.

Good Housekeeping
​This Post-it note war has gone viral and it's brilliant

Ever hear the expression 'make love, not war'? Well, here's a war that spreads love - well, sort of. It all started last week with a simple 'HI' written out in post-it notes on a Canal Street window in New York City.

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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