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Nike’s choice telegraphed a pivot back to what historically worked for the brand — sport performance, innovation and wholesale-channel repair — after a contentious stretch emphasizing direct-to-consumer sales.

Activist investor Starboard Value had launched a proxy fight at Kenvue earlier this year, arguing the company needed to fix its marketing strategy around its beauty brands and make other changes to boost shares.

However, it has since grown into an industry giant, inking deals with all manner of brands and agencies, from the U.S.

But according to Dr Sharma, it doesn't really matter which brand you choose, as long as it contains one key ingredient.

Getting the balance right between being on brand and genuinely helping customers is a tricky one for businesses to grapple with as they migrate to AI.