Beauty may be skin deep, but marketing for beauty and skin care is no superficial act. Laura Morgan is well aware of this as she supervises the multimillion-dollar global and regional Olay and Samsung Mobile accounts for DeVries Global.
It’s an ongoing collaboration with clients and partners to ensure cultural relevance for the brands. Morgan also teams with a variety of influencers including media, bloggers, celebrities, fashion designers, makeup artists, and many others. For Samsung Mobile she works on its global lifestyle positioning strategy to drive relevancy outside of techies, most recently in tandem with DeVries U.K. to secure a new fashion client to drive regional synergies for a U.S. market launch.
Prior to DeVries Morgan was a global account director at MSLGroup, in London. She now has more than a decade of experience covering a diverse range of consumer categories, from multibrand P&G product portfolios (luxury and lifestyle fragrances and professional and retail hair, skincare, fabric care, and feminine care) to lifestyle accounts such as Philips Consumer Electronics and Jo Malone.
Her knack for news has led to key coverage successes for her clients and enabled her to strategically recommend newsworthy programs. For example, she saw the opportunity to leverage a client’s multi-decade R&D study of women who age exceptionally well as a relevant and credible cultural context in which to ignite interest in the client’s most significant innovations.
She and her team strategically pitched the story around the world, generating 6.5 billion impressions across the U.S., U.K., and China.
And like good skin, results are clear. Her fully integrated Olay ProX Twins campaign resulted in a ProX business dollar share increase versus the previous year’s share. The campaign doubled purchase intent, while innovative strategic work on a global program about how pollution affects skin yielded regional coverage in key markets, including the U.S. (in The Wall Street Journal) and the U.K. (in the Sunday Times).
While in Singapore, Morgan worked with skincare line SK-II to recommend the launch of the brand’s first Snapchat handle and influencer takeover strategy, which saw SK-II’s Snapchat views grow by almost 30% within a week.
- She is a member of Cosmetic Executive Women, regularly attending events with or on behalf of key clients.
- Morgan helped design and launch an ecommerce platform for a friend with multiple sclerosis for which 100% of proceeds go directly to researching a cure.
- Morgan, who grew up in the U.K., has lived and worked across Europe, the U.S., Singapore, Bangladesh, Thailand, Malaysia, Indonesia, and China.