NARS’ Benjamin Lord on AI-driven Experiences, CRM and Growth in Asia

As the Executive Director 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. From the development of AI-driven cosmetic tools to leading-edge O2O marketing strategies in Asia, the brand is innovating at a rapid pace while ensuring it doesn’t overshadow the irreplaceable in-store, person-to-person experience. Read on for our Q&A with Benjamin to learn more:

@heidefaith Heide is the senior director of brand community at Adweek and Editor of the Inside the Brand series, including the CMO Moves and Gen ZEOs podcasts, Innovators, Challengers, and Women Trailblazers. She also leads Adweek's Innovators Council.