Jul 15, 2026 · 56 min · 14 segments
In this week's episode of Building Brand Advocacy, Verity sits down with Georgie Fox, Head of Brand at LOOKFANTASTIC, to dissect what it actually takes to rebuild a brand's foundation from the inside…
Georgie FoxGuest
Verity HurdHost
So I wanna just start there, and I think obviously you guys have done a fab job in terms of building a community through obviously all the brand-building stuff that you are doing.
But in terms of how you kind of see Lookfantastic, and as a retailer, how do you kind of build that community to get someone to buy from you and not the brand directly?
Um, so yeah, I think in a way it kind of gives me, or gave me when I kind of walked through the door, was like a really cool and interesting challenge.
Um, 'cause naturally there's a lot of places that you can buy the products that we sell.
... um, than someone else? And I think the, the business that I walked into had so many strengths, and lots of people love shopping at Lookfantastic, and, like, that's a brilliant thing, and something that I had no kind of like plans to, to change.
Um, and a lot of that was associated with the fact that you could buy the stuff that you wanted to-
Um, the other was kind of around ease, and I, I come back to the word ease and the word access a lot.
So that kind of became, I suppose, like the place that I started, and ultimately we just needed to build a slightly more emotional experience around those things.
But we didn't wanna ignore those things, 'cause functional as they may be, they were really working.
Um, so kind of why change it? So started there, um, and kind of took the idea of access and ease and morphed it into anti-gatekeeping, which is kind of the language that we use a lot.
I'm gonna dig into that later, but I suppose if we're sticking on this sort of like community vibe, um, I suppose as a...
So I wanna just start there, and I think obviously you guys have done a fab job in terms of building a community through obviously all the brand-building stuff that you are doing.
But in terms of how you kind of see Lookfantastic, and as a retailer, how do you kind of build that community to get someone to buy from you and not the brand directly?
Um, so yeah, I think in a way it kind of gives me, or gave me when I kind of walked through the door, was like a really cool and interesting challenge.
Um, 'cause naturally there's a lot of places that you can buy the products that we sell.
... um, than someone else? And I think the, the business that I walked into had so many strengths, and lots of people love shopping at Lookfantastic, and, like, that's a brilliant thing, and something that I had no kind of like plans to, to change.
Um, and a lot of that was associated with the fact that you could buy the stuff that you wanted to-
Um, the other was kind of around ease, and I, I come back to the word ease and the word access a lot.
So that kind of became, I suppose, like the place that I started, and ultimately we just needed to build a slightly more emotional experience around those things.
But we didn't wanna ignore those things, 'cause functional as they may be, they were really working.
Um, so kind of why change it? So started there, um, and kind of took the idea of access and ease and morphed it into anti-gatekeeping, which is kind of the language that we use a lot.
I'm gonna dig into that later, but I suppose if we're sticking on this sort of like community vibe, um, I suppose as a...
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