How marketing leaders at Clinique and ScottsMiracle-Gro are meeting consumers where they are online—and in AI |
How marketing leaders at Clinique and ScottsMiracle-Gro are meeting consumers where they are online—and in AI
The two legacy brands opened up about their strategy in a discussion with Fast Company at SXSW.
From left: Jeff Beer, John Sass, Christie Sclater [Photo: Maggie Boyd for Fast Company]
BY Anna-Louise Jackson
It might not seem like the maker of lawn and garden products and a skincare and cosmetics company have much in common. But both ScottsMiracle-Gro and Clinique have recognized that people are likely to seek out advice online these days, which is why they’re meeting consumers where they are with educational resources.
“We’re using a lot of agentic AI to help........