How marketing leaders at Clinique and ScottsMiracle-Gro are meeting consumers where they are online—and in AI

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’re meeting consumers where they are with educational resources. “We’re using a lot of agentic AI to help people in any given market,” said John Sass, senior vice president and chief creative officer at ScottsMiracle-Gro, speaking at the Fast Company Grill at SXSW. “We have 158 years of experience; we can help you learn how to grow, whether you’re in Miami or Austin or Columbus, Ohio.” Recognizing this opportunity for ScottsMiracle-Gro to do what it’s always done—help people to enjoy their outdoor spaces and gardens—marks one of the company’s biggest evolutions in recent years, Sass said. As a dermatologist-founded beauty brand, Clinique has also put more emphasis on educating people about things it’s done as a matter of course sin