Michael Callahan, Global SVP and GM of Luminex Home Décor & Fragrance - PartyLite, joins Will to discuss how a 53-year-old fragrance brand has transformed into a digital-first DTC business. They unpack consumer journey obsession, AI localisation, loyalty economics, influencer strategy, and the real challenges of acquiring customers in a crowded candle market. Michael shares how his team pressure tests the site daily, experiments with product-free TikTok storytelling, and balances emotional brand building with operational discipline. If you sell online and care about customer experience, localisation, and long-term retention, this episode is packed with practical insight.