Marketing Mastery with Heather Gillis: Insights for Beauty Brands Ready to Level Up

At Morning Dew, we’re always finding practical strategies that help beauty brands grow smarter, stronger, and more connected to their audiences. So for this month, we’re having an in-depth conversation with Heather Gillis, a marketing consultant who’s shaking up the way brands think about their storytelling, strategy, and customer relationships.

With a blend of sharp insights and interesting advice, Heather’s approach is a goldmine for beauty brands looking to elevate their marketing game.

Heather’s work is rooted in a holistic approach that goes beyond the usual campaign brainstorms. In her own words, “Some companies need my planning, my organization, and my project management more than they need the end photo.” To her point, great marketing isn’t just about flashy visuals—it’s about building a foundation that drives real, long-term results.

Skin-Deep Marketing Trends Down Under

One of the most fascinating insights Heather shared comes from her extensive travels to study global beauty trends and innovations. For example, in Australia, the skincare market is deeply influenced by the country’s high rates of skin cancer, she observed a strong demand for results-driven skincare. Unlike many regions chasing the latest trendy products, Australians prioritize clinical-grade, evidence-backed brands endorsed by credible voices. With government campaigns promoting sun care solutions that are affordable, effective, and practical, the focus is firmly on science and trust rather than flashy packaging or influencer hype.

For beauty brands worldwide, this serves as a critical reminder: understand your audience and deliver what they need, not just what’s trendy. In Toronto, the harsh winter presents unique challenges due to the cold, dry air combined with indoor heating, which can strip the skin of its natural moisture and lead to dryness, flakiness, and irritation. It’s important for North American brands to understand the market in terms of both popular cultural trends and geographical, environmental factors.

The Art and Science of Storytelling

Storytelling, Heather explained, is the core of any great marketing strategy. But it’s not all creative flair—she describes it as “50% art and 50% science.” A compelling brand story has to reflect where the brand is coming from, who’s behind it, and most importantly, where its customers are. Data plays a crucial role. Whether a client is swimming in metrics or starting from scratch, Heather knows how to adapt.

For data-rich brands, she digs deep to extract actionable insights, cutting through the noise to zero in on what matters. For new brands or startups without much data? No problem. Heather helps them create a forward-looking roadmap, collecting and iterating along the way. Her ability to balance gut-driven storytelling with analytical rigor is exactly what makes her strategies stick.

Marketing That Converts—and Adapts

Heather doesn’t believe in cookie-cutter solutions. Every brand is unique, and her job is to figure out what makes them tick. Whether it’s helping passionate founders who are ready to grow or guiding established brands through a pivot, Heather’s strategies are as flexible as they are effective. For her, it all comes down to one thing: what converts.

By putting the customer at the center of every decision, Heather not only helps brands grow but ensures they thrive.

And sometimes that means stepping into roles beyond marketing to help brands align their business moves with where they want to go.

Takeaways for Your Brand

For beauty brands looking to up their marketing game, Heather’s insights offer a clear roadmap:

• Build your strategy on data, but don’t forget the power of a good story.

• Tailor your approach to your audience’s needs, not what’s trending.

• Thinking holistically is extremely important—because marketing isn’t just about the next campaign; it’s about building something bigger.

Heather’s expertise is a powerful reminder that great marketing is equal parts creativity and science. Ready to take your brand to the next level? Start by thinking like Heather—big picture, data-driven, and always customer-first.

Learn more about her firm here:

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If you have a challenge you’d like to address or an interesting story you’d like to share, please let us know by replying to this email for a chance to be featured in our future discussions.