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It might not seem like the maker of lawn and garden products and a skincare and cosmetics company have much in common. But both ScottsMiracle-Gro and Clinique have recognized that people are likely to seek out advice online these days, which is why they\u2019re meeting consumers where they are with educational resources.<\/p>\n<\/div>\n
\u201cWe\u2019re using a lot of agentic AI to help people in any given market,\u201d said John Sass, senior vice president and chief creative officer at ScottsMiracle-Gro, speaking at the Fast Company Grill at SXSW<\/a>. \u201cWe have 158 years of experience; we can help you learn how to grow, whether you\u2019re in Miami or Austin or Columbus, Ohio.\u201d<\/p>\n Recognizing this opportunity for ScottsMiracle-Gro to do what it\u2019s always done\u2014help people to enjoy their outdoor spaces and gardens\u2014marks one of the company\u2019s biggest evolutions in recent years, Sass said.<\/p>\n As a dermatologist-founded beauty brand, Clinique has also put more emphasis on educating people about things it\u2019s done as a matter of course since 1968, like allergy testing, added Christie Sclater, the company\u2019s senior vice president of global marketing.<\/p>\n<\/div>\n \u201cWe are trying to show up with education in all the places that people are looking today,\u201d Sclater said.\u00a0<\/p>\n Always listening to their customers has also helped Clinique to evolve while staying true to its founding vision, Sclater said: \u201cA big part of what we\u2019ve been doing over the last couple of years is to say, how do we take that true vision\u2014which you can never erase and is frankly our greatest strength\u2014and allow that to propel us into the future as opposed to be anchored in the past?\u201d\u00a0<\/p>\n Whether it\u2019s upgrading products that have been best sellers for decades, or taking some risks that mean doing things differently, both Sass and Sclater emphasized the importance of listening to what their customers want.\u00a0<\/p>\n<\/div>\nHow the brands evolve<\/h2>\n