You don't start with the product name. You start with the concept. Carmine Montalto named 150 products at Kiehl's exactly that way. Carmine joins Mike on The PIMS Influence for a candid conversation about product naming, brand voice, packaging copy, and AI in copywriting. He walks us through exactly how a product becomes a name: start with the insight (guys think their skin looks dull and tired), write the concept, then take a big black notebook to Madison Square Park and ideate until the name shows up. That's how Facial Fuel was born. He also names the most overrated words in beauty, from exosomes to eye cream, retells the all-pink shelfie that pushed him to build Skincarma, and explains why he made it his mission to be the copywriter who knows how to harness AI. He'd take the Borg microchip, too. MENTIONED IN THIS EPISODE: Carmine Montalto on LinkedIn: linkedin.com/in/carminemontalto Carmine Montalto Ink.: cminknyc.com Skincarma: skincarmanyc....