Masters of ScaleMale beauty CEO reveals his secret to understanding female customers
“The our predecessors never tried these products, you know.”
So I go to that product review and all I'm doing is up asking open ended questions. Tell me what's so great about this concealer. Like, hey, why why do we gotta charge $5? Why can't I charge a little bit more? Why can't I charge $7 for it? You just told me the Prestige item was $32. And the number of responses I get, the level of engagement I get, frankly, makes me smarter every day.
And and being a man when when a lot of your customers and a lot of your products are are are geared to women, I mean, how how much of a a challenge is that? I I I talked to another CEO who went into a different business, was the first woman running it, and she's like, I'm trying everything. The our predecessors
never tried these products, you know. Yeah. No, I tried. In fact, today for this interview, I have our,
About this clip
A male CEO in the beauty industry explains how he stays connected to his predominantly female customer base by directly engaging with product reviews and asking open-ended questions. He discusses the unique challenge of running a women-focused business as a man and how customer feedback makes him smarter every day.
Why this clip
This clip offers a specific, actionable approach to customer research while addressing the broader challenge of leading in an industry where you're not the target demographic.
What they said next
Why e.l.f. Beauty targets luxury products with $1-3 price points
7:04 - 45s · contrarian take
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