The Lover’s Drive

Future Commerce Podcast: eCommerce, DTC and Retail Strategy

The Lover is brave enough to go against convention, driven by the need to connect with another. They are positive and courageous, bringing out the best in others and seeing love as a universal force. The Lover creates meaning, passion, and connection.

Frownies has been building this way for over 130 years, and the Fifth-Generation Female Owner and Face of Frownies, Helen Morrison, gifted us with some incredible insight into what it looks like to be a Lover in the world of commerce.

Real Connection

• {00:03:43} “Jumping on board and getting involved with Frownies, what I wanted to do most of all was just connect with people. I love this version of business so much because it is so connected. It's all about just creating those relationships and reaching out to people and caring for people and supporting people on this skincare journey.” - Helen
• {00:10:23} “When you build that human connection and you create a culture of we connect with each other, we take care of each other, we support each other, then yes, the customers are doing that in the comments together for each other.” - Helen
• {00:13:16} “I think you see that or you see people, you see before and after photos or ads for people with skincare. And it's like, oh, come on, you did not achieve that with moisturizer, and I get that. And because I feel that way, I have leaned so far in the opposite direction when it comes to our content and what comes to the honesty surrounding Frownies. Now, I'll tell you, you can't take this approach if you don't have a good product. Frownies is a great product. It's been around for over 130 years.” - Helen
• {00:15:23} “We just want to say, "Here is this product and this is what it can do. And before you buy it, I'm going to set the expectation of all the weird things about it, of all the reasons you might not like it, so that when you start using it, your expectation is realistic and then you see the results and you're blown out of the water and it's like, "Wow, this is worth it.'" - Helen
• {00:18:28} “The way you handle that delicately is part of why people feel so connected to you. This through line of connection, connection, connection is really what is such an imperative part of The Lover archetype and why we need The Lover archetype in the landscape of commerce and in our lives.” - Kristen

Associated Links:

• Learn more about Helen Morrison and Frownies
• Check out other Future Commerce podcasts
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world!

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