To me, we're marketing hope.
Sentiment: POSITIVE
We're obviously going to spend a lot in marketing because we think the product sells itself.
In our factory, we make lipstick. In our advertising, we sell hope.
Marketing is designed to bring people into something.
People want to feel hopeful.
We promise in proportion to our hopes, and we deliver in proportion to our fears.
It is customers that decide if we succeed.
I think we're doing the right things for the right reasons. We're not doing it to sell products. We're not doing it to be popular. We're doing it because in our judgment these stories are important to do, and at this length and this much depth.
Marketing is a contest for people's attention.
Part of me really wants to believe that hope is entirely available to all of us. We don't have to embrace it. It would be sentimental and silly to say that we all need it, but it is absolutely available to all of us.
For too long people have backed companies on hope value rather than solid products coming out. Now we are coming out the other side.