[This interview was filmed at the Reddit Conversation Studio at the Cannes Lions International Festival of Creativity 2026, and the transcript below was edited for brevity. Watch the video interview here.]

Alaina Simon (Reddit): To start, how do you use Reddit personally?

Cris Gordon (MMC): I use it in so many ways. My husband has used Reddit for years for everything from sports and golf to backyard projects and barbecuing. For me, it started with parenting and motherhood. I’m also a certified lactation consultant, so Reddit helps me understand the conversations women are having, where they may be struggling and what resources could support them.

I also use it professionally. I want to understand what communities are saying about beauty products, but I’m a beauty consumer, too. Before investing in a product,I want to know what people think, how they use it and whether it works for their specific needs. There’s a community for nearly everything, and people are also incredibly funny. It’s easy to fall down a Reddit rabbit hole.

Alaina Simon: You’ve worked with many beauty brands throughout your career. How are brands shifting from polished, curated images toward more authentic conversations?

Cris Gordon: I’ve worked in the beauty industry for nearly two decades, with brands ranging from startups to luxury and heritage companies. I work on the PR side, helping brands build their reputations, gain visibility and tell their stories.

The environment is very different today. Brands need to participate on platforms where authentic conversations are already happening. Even luxury brands that are accustomed to appearing highly polished and produced may need to break down some walls and remove red tape to remain relevant.

That can feel uncomfortable, especially for established brands. Our role is to educate clients, help them navigate these platforms and make experimentation feel less intimidating.

Founder-led and startup brands are often more nimble. They can be scrappy, adapt quickly and participate naturally in conversations. We apply those same principles across brands while tailoring the approach to each brand’s identity.

Alaina Simon: How can brands use Reddit communities for insights and identify cultural shifts before they become mainstream?

Cris Gordon:Reddit gives brands an opportunity to pressure-test messaging and understand what people are already saying.

As a PR strategist, I think about storytelling in two ways: the story a brand tells and the stories people tell one another about that brand. The second can be even more influential.

Brands often try to control a single narrative, but they also need to immerse themselves in the conversations happening among consumers. Community members can become some of a brand’s most powerful advocates because they are sharing experiences and recommendations with one another.

When brands facilitate open conversations and give people a reason to connect, they create a sense of belonging. That’s the power of Reddit.

It reminds me of the beauty conversations people have while sitting together getting ready for a party or swapping products with friends in a dorm room. People have always shared beauty secrets in spaces like the powder room. Reddit creates a digital version of that environment.

Alaina Simon: AI is disrupting the consumer journey. What trends are you seeing in beauty as brands navigate this new environment?

Cris Gordon: Beauty has always been a disruptive industry. It moves differently from many other categories because brands are willing to experiment and push boundaries.

The market is oversaturated, so brands must give consumers a compelling reason to discover and use their products. At the same time, beauty is a space for creativity, play and self-expression.

I entered the industry not simply because of the products, but because of how beauty can make people feel. When people feel like their best selves, they can go out and make an impact.

I’m a first-generation Dominican, and I grew up in a predominantly white town. When I walked through stores as a teenager, I didn’t see myself represented in advertisements, and I didn’t know which products to use for my hair. Beauty was telling a story, but I wasn’t part of it.

Brands have an enormous responsibility to tell inclusive, meaningful stories. Today, consumers can tell their stories back through platforms like Reddit. Brands that embrace that two-way conversation can test new ideas, challenge expectations and become more disruptive.

My advice is to remain open and have fun. Brands shouldn’t abandon their missions, but they should experiment with ideas that feel aligned while pushing themselves slightly beyond their comfort zones. That’s often where the most interesting work happens.

People inside large organizations should also remember why they entered the industry in the first place and bring that sense of purpose to their work every day.

Alaina Simon: What advice would you give someone attending CannesLions for the first time?

Cris Gordon: This is actually my first time attending Cannes Lions in person, and I’ve already learned so much.

My advice is to leave room for yes. Some of the best conversations happen outside the scheduled events. Put yourself in the rooms where you can meet people, build relationships and gain access to new opportunities. Saying yes has completely changed my career.

And, of course, pack sunscreen, face mist and a really good setting spray.

Alaina Simon: “Leave room for yes.” I love that. Thank you for joining us, Cris.

Cris: Thank you so much.