In today's interview with Aaron Ahedo, we discussed a wide variety of issues:

• What Aaron feels some of the biggest changes have been in the beauty/personal care space since he first started working in it, in 2006.
• How the company he works for, Deborah Lippmann, adjusted to address these changes.
• How an independent firm like Deborah Lippmann stays on trend/on top of what consumer needs and wants are.
• The market for the products that Deborah Lippmann sells is a rather competitive one.  Aaron talked about how he works to help the company differentiate itself – both in terms of the messaging/positioning, but also in how he engages with his end-consumers.
• What Aaron learned from his global marketing experience prior to Deborah Lippmann, specifically with the time he spent at eShave New York - and how he's applied that to the global marketing work he has done for Deborah Lippmann
• Advice he would give to marketers thinking about bringing a new agency on board.
• And lastly, if an agency was trying to knock down Aaron's door and attempting to win business from him, the advice he would give them.