00:00There are so many celebrity skincare brands.
00:03Do we really need another one?
00:05Alex Earl just launched Real Actives.
00:08This one does feel a little different.
00:10I think that she's going to get like gen alpha to millennial with this.
00:15So we knew Alex Earl was launching a skincare brand under NDA.
00:20Correct.
00:21But we watched all the marketing for it unfold as the internet drove itself crazy trying to figure out,
00:28is she launching some kind of sexy water?
00:31Because she's like pretty naked.
00:32Yeah, if I didn't wear clothes, nobody would notice my acne either.
00:36This will probably go down as the best launch from a marketing perspective like of the year.
00:41I'm here for her radical honesty.
00:43As someone who's suffered with acne, as someone who's also been on Accutane, like it sucks.
00:48It sucks so much.
00:49You do try everything.
00:51And I sort of believe that even though she's what, 25, that she's tried everything under the sun and that
00:56nothing was working.
00:57Acne prone skin is probably the hardest to formulate for because what's one person's holy grail is another person's holy
01:04shit.
01:05You just broke me out.
01:06100%.
01:06The marketing was genius.
01:09A lot of influencers received these suitcases and then they had to like figure out the code.
01:17And then when they figured out the code and there was a puzzle piece and the puzzle piece went on
01:22a billboard in Soho.
01:24She hadn't lost me a puzzle piece.
01:26While it's not groundbreaking that Alex Earl launched a skincare line, the way she did it is.
01:32I mean, the foundation is strong.
01:34This girl's acne videos are insane.
01:36I've never seen a more authentic campaign.
01:39She's really created this community.
01:41Kind of have to hand it to her.
01:42I think where Alex Earl is winning people over, real ones as we say, is that she does seem to
01:49have done her Duolingo in skincare and knows a salicylic from a mandelic.
01:54Mandelic acid is a game changer.
01:57Whatever happened to celebrities having acne and just getting a proactive deal for a few million and going on those
02:05commercials and trying to convince us that they burned their face off with benzoyl peroxide like the rest of us?
02:10She definitely seems like she has the ingredients down pat.
02:12If you were to launch a product, what would be the most on-brand product that would speak to the
02:19authenticity of the brand for you, Jackie?
02:21I do not love to smile.
02:24It hurts.
02:25It hurts.
02:26I think for me it would be like a Frownies 2.0, anything that would stop the creases from creasing.
02:31If I were to take my idea seriously in a year, you would all be on anti-anxiety medication that
02:38tastes like Cadbury eggs, the hard shell kind, because that would be my brand.
02:43Can you do a dark chocolate version of that?
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