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In this episode of The Speed of Culture podcast, Suzy founder and host Matt Britton sits down with Andre Branch, svp and general manager of MAC Cosmetics North America at The Estée Lauder Companies.
Branch shares his experience navigating the fast-paced beauty industry, the importance of inclusivity and artistry for the MAC brand, and the significance of staying connected to evolving consumer behaviors across different demographics.
“It’s really about the DNA of the brand,” he says on the podcast. “What we stand for—inclusivity, diversity, community, sustainability—all these things matter beyond the product, and that’s when you get real brand building.”
Branch has held various leadership roles across the beauty, fragrance, and spirits industries, working with powerhouse brands such as L’Oréal and Diageo. He is recognized for his deep understanding of emotional marketing and his ability to build brands that resonate on a personal level with consumers. In his role at MAC, Branch continues to drive innovation, champion inclusivity, and steer the brand’s strategy to keep pace with rapidly changing consumer behaviors.
Listen to Andre Branch on The Speed of Culture podcast to gain more insights into how MAC approaches innovation, inclusivity, and its commitment to creating meaningful, culturally relevant beauty experiences.
Key takeaways:
00:01:45 Understanding Consumers in a Fast-Paced Market — Branch emphasizes the importance of staying connected to consumer needs, behaviors, and shifting lifestyles in the fast-moving beauty industry. Consumers today have shorter attention spans, and speed-to-market with the right products is critical to staying relevant. For example, the relaunch of the iconic MAC Squirt Gloss Stick responded to the Gen Z demand for nostalgic yet modern beauty products. Staying agile and responsive to consumer shifts is not just a tactic but a necessity for long-term brand success.
00:04:46 Adapting Channel Strategies for Digital First Consumers — As digitally native Gen Z and Alpha consumers continue to shift the landscape, MAC is refining its channel strategies to stay ahead. From engaging on platforms like TikTok and Instagram to maintaining a presence in department stores, MAC seamlessly connects with a diverse audience. By tracking consumer behavior and leveraging insights, they’re successfully meeting the needs of both the social media-savvy youth and their loyal, ageless customers.
00:07:49 Product Innovation and Inclusivity at MAC — Branch spotlights the brand’s relentless drive for innovation, bringing back fan-favorite products while seamlessly blending in-store digital experiences like augmented reality shelves and personalized palettes. But their commitment goes beyond cutting-edge products—MAC is about championing inclusivity at every level. From sustainable practices to community support through the Viva Glam program, MAC keeps its cultural relevance and core values at the forefront of everything they do.
