When Florastor was conducting product research for its just-launched Digest + Skin Renew probiotic, a surprising insight surfaced: 50% of product interest came from men. Typically the brand’s supplements appeal to women, but consumer research showed that men were interested in the idea of taking a single capsule to care for their skin. We spoke with Chief Marketing Officer Bindu Shah about the brand’s surprising new target audience, how it keeps tight guardrails on its influencers, and the company’s retail marketing and acquisition strategy.

Few organizations are celebrating the New York Knicks’ presence in the NBA Finals as much as Blueair is. The company became the team’s Official Air Care Partner back in March, with its air-wellness products installed throughout the Knicks’ training facility.

And then, the team ended up in the Finals for the first time since 1999 — and became NBA champions for the first time since 1973. There was no way to predict it, but Blueair still felt the team’s cultural prominence and iconic MSG home stadium made them an ideal representative. We spoke with Lara Kerbaj, Chief Marketing & Growth Officer at Blueair, about what the brand’s recent sports partnerships say about the company’s evolution and the audiences it’s wooing.

Lastly, in her keynote address at Salesforce Connections last week, Martha Stewart revealed the motto that has served her well in her 84 years: if you’re through changing, you’re through. Read how taking risks, trying new technology and authenticity have helped her stay relevant across generations.

Until next week,