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Home > Honest Ecommerce > Leveraging Visual Design for Viral Marketing | Cleo Davis-Urman | Barrière
Podcast: Honest Ecommerce
Episode:

Leveraging Visual Design for Viral Marketing | Cleo Davis-Urman | Barrière
Category: Business
Duration: 00:27:25
Publish Date: 2026-04-20 13:30:00
Description:

Cleo is the Co-Founder of Barrière and also serves as the brand’s CEO and brand-lead. Before starting Barrière with her Co-Founder, Alexa Adams, in 2020, Cleo had over a decade of experience in corporate fashion and styling. 

She was inspired to leave the corporate world and start Barrière to offer a chic, yet medically-effective masking option to customers during the global pandemic. This led her and Alexa to expanding the brand into transdermal supplement patches, as inspired by her own issues with nutritional deficiencies. 

Before starting Barrière, Cleo’s most recent professional roles included Brand Manager at Moda Operandi and Director of Special Projects at Saks Fifth Avenue, where she led brand, marketing, and e-commerce strategy for these top fashion destinations. 

In This Conversation We Discuss:

  • [00:00] Intro
  • [02:19] Finding inspiration from personal pain points
  • [05:04] Sponsor: Klaviyo
  • [07:03] Setting your own standards when regulations fall short
  • [10:26] Avoiding the one-size-fits-all trap in product design
  • [12:16] Sponsor: Intelligems
  • [14:15] Seeding products to spark word-of-mouth online
  • [16:18] Choosing product confidence over paid promotion
  • [18:35] Measuring the long-term return on free samples
  • [20:07] Sponsor: Electric Eye
  • [21:16] Thinking creatively when marketing funds run dry 
  • [22:48] Callouts
  • [22:58] Owning customer relationships through websites 

Resources:

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