15 - Toto Haba, Benefit Cosmetics Earned: Unlocking the Power of the Creator Economy

In our fifteenth episode of Earned, Conor sits down with Toto Haba, SVP of global marketing & communications at Benefit Cosmetics. We learn how Benefit’s unconventional marketing approach and “laughter is the best cosmetic” mantra attracted Toto, who previously worked in the technology and consulting and digital advertising industries, to the brand. The two discuss why Benefit is well-positioned in the new, face mask-donning world, and learn more about the brand’s global marketing strategy, including the importance of local teams bringing the brand to life in local markets. Toto explains why he works to cultivate a failure-friendly company culture, and unpacks his 75/25 goal of company failures to successes. We also learn what a typical day in Toto’s role looks like, why he’s fascinated with the Chinese market, and how he believes the influencer space has evolved in recent years. Toto divulges why Benefit is focusing on the rising class of Gen Z content creators, and reveals the brand’s philosophy behind building organic influencer relationships.