How marketing leaders at Clinique and ScottsMiracle-Gro are meeting consumers where they are online-and in AI

""We're using a lot of agentic AI to help people in any given market," said John Sass, senior vice president and chief creative officer at ScottsMiracle-Gro. "We have 158 years of experience; we can help you learn how to grow, whether you're in Miami or Austin or Columbus, Ohio.""

""We are trying to show up with education in all the places that people are looking today," Sclater said."

""A big part of what we've been doing over the last couple of years is to say, how do we take that true vision-which you can never erase and is frankly our greatest strength-and allow that to propel us into the future as opposed to be anchored in the past?" said Christie Sclater."

""You can't have your head in the sand," Sass said. "You have to be thinking and listening to what tre...""

ScottsMiracle-Gro and Clinique are adapting to consumer behavior by providing educational resources online. ScottsMiracle-Gro utilizes agentic AI to assist customers in gardening, drawing on its extensive experience. Clinique emphasizes education on its established practices, such as allergy testing, to connect with consumers. Both brands focus on listening to customer feedback to evolve while maintaining their core values. They aim to innovate and upgrade products while remaining responsive to market demands and consumer preferences.

Read at Fast Company