Calvin Lammers discusses why DOOH played a key role
outside Sephora stores, how Necessaire differentiates its creator strategy through long-term authenticity, and the brand's focus on consistent education and experience across every shopper
touchpoint.
1. You had a DOOH campaign that used Link Screens outside Sephora stores to promote the Rosemary Shampoo and Conditioner. What was the strategy for choosing this channel and
were you able to attribute sales to the placement?The DOOH activation outside Sephora (NYC metro area) was designed to meet beauty shoppers at the moment of
discovery in the lead up to their key shopping Sephora Savings Event in October/November 2024. We saw an opportunity to connect awareness and conversion — driving visibility for our Rosemary
Shampoo and Conditioner franchise right as consumers were heading into Sephora.
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Digital Out-of-Home gave us contextual reach and brand presence in a high-intent
environment. We paired the placements with geo-targeted paid media to reinforce the message and monitor lift. While DOOH attribution is inherently directional, we saw a meaningful uptick in foot
traffic at nearby Sephora locations, validating its impact as an upper-funnel awareness driver.
2. How do you strategically balance your D2C and retail channels, and do you
see your customer profile shifting depending on where they shop?
Our DTC and retail strategies are built to complement one another. DTC is where we tell our full brand
story — it’s our home for education, newness, loyalty and community. Retail, especially Sephora, is essential for discovery and scale.
We see distinct but
connected behaviors across the two channels. DTC customers tend to be more replenishment-focused and routine-driven, while retail skews toward trial and exploration. Our goal is consistency —
ensuring every touchpoint, whether online or in-store, delivers the same quality, education, and experience.
3. With so many personal care brands leaning into creators
and influencer marketing, what specific approaches help Nécessaire differentiate itself?
For us, it’s about credibility and context. We prioritize
long-term partnerships with creators who truly use and love the brand. Many of them are experts in their field — dermatologists, hair stylists, wellness advocates — who bring depth and
education to the conversation.
We also focus on creators who communicate through a ritual-based or informational lens, aligning with our ethos of “necessary”
personal care. That intentionality and restraint help us cut through the noise and maintain authenticity in a saturated space.
4. Do you have any advice for brands
trying to stand out in today’s crowded creator landscape?
Slow down and choose depth over frequency. It’s tempting to chase constant visibility, but real
impact comes from building relationships rooted in shared values and genuine product experience.
The most effective creator content doesn’t look like an ad —
it looks like the creator’s own story. When you allow space for their authentic voice, you earn something that’s far more valuable than reach: trust.
5. What is your favorite Nécessaire product, and is there a hidden gem you think more customers should discover?
I absolutely
love our Deodorant, in the Santal scent — it perfectly captures who we are as a brand: clean, effective, and amazing fragrance.
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