# @pimsnewyork8333 on YouTube

- **Type:** Video
- **Original URL:** https://youtube.com/watch?v=jeyrl56PxfE
- **Gondola URL:** https://gondola.cc/posts/71439511-pimsnewyork8333-youtube
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/9eeed9db94.jpg
- **Posted:** 2026-10-08T13:14:34.000+00:00
- **Account Owner:** PIMS (@pimsnewyork) — https://gondola.cc/pimsnewyork

## Caption

Before Carlos Timiraos ever worked in beauty, Macy's made him a department manager in women's handbags, and the head of human resources told him the widgets don't matter. He was there to drive sales and drive business.

On this episode of The PIMS Influence, Carlos walks Mike and co-host David Silbergleit, CEO of PIMS, through the path from Macy's to nine years at L'Oréal, building celebrity fragrances at Coty, and two of the brands he works on now, Fat Mermaid and Surface Deep. He gets into why every launch starts as a hypothesis, how Coty planned for the second purchase, why the 3PL is the last touch point between a brand and its consumer, and why he tells brands not to rush into brick and mortar.

At Coty, every fragrance launch carried a color code: invest, milk, maintain. A launch might not make money in its first year or two. Then the investment pulls back, and a flanker in the same bottle brings the consumer back to try again. A good idea or a good celebrity gets the first purchase, he says. Execution brings them back.


MENTIONED IN THIS EPISODE:
Carlos Timiraos on LinkedIn - https://www.linkedin.com/in/carlostimiraos/
Fat Mermaid - https://fatmermaid.com/

Chapters
0:00 - Intro
3:03 - From Macy's Handbags to L'Oréal
12:37 - Inside the Celebrity Fragrance Era
16:22 - Testing Your Hypothesis With Consumers
22:42 - Seven Days a Week, No Sunday Scaries
27:07 - The 3PL Is the Last Touch Point
31:23 - Rebuilding a Brand Deck With AI
35:41 - Earning the Second Purchase
41:05 - Start DTC, Then Amazon, Then Retail



ABOUT CARLOS TIMIRAOS
Carlos Timiraos is Founding Partner at Fat Mermaid, a liquid marine collagen brand, and an advisor to Surface Deep, a dermatologist-developed deodorant brand. He started in the executive training program at Macy's, where he became a buyer of women's leather goods, then spent nine years at L'Oréal, led global marketing for celebrity fragrances at Coty, and served as a Group President at Space NK.

https://www.linkedin.com/in/carlostimiraos/ | https://fatmermaid.com/

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CONNECT WITH THE PIMS INFLUENCE
LinkedIn: https://www.linkedin.com/in/pimsmikeryan/
Website: https://www.pimsinc.com
Email: ThePIMSInfluence@pimsinc.com

#ThePIMSInfluence #PIMS #BeautyBusiness #BrandBuilding

## Stats

- **Views:** 5
- **Likes:** 1
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## Tags

brandbuilding, beautybusiness, thepimsinfluence, pims

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