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Public Relations
What is your role?
I oversee PR activities/strategy for Bobbi Brown, both the makeup artist and the cosmetics collections. This includes securing press opportunities for brand spokespeople and product launches across all media outlets, protecting the brand equity/image, developing content for social media platforms, managing our cause-related marketing initiatives and much more.
How did you break into the industry?
I interned for a small PR firm that specialized in independent films. I realized I liked PR, but not for films, so I looked for another internship and landed one at DNA PR, which specializes in beauty PR for independent beauty brands. Once there, I felt like I found what I was supposed to be doing.
What's you best advice for someone seeking a similar position?
There is no formula or specific path that will guarantee a job in beauty. Everyone's path is different. I suggest internships as a foundation. Hands-on experience is crucial, and you'll learn very quickly if you want to do PR for a living. Networking is also key. Connect with professionals in the industry however you can. Lastly, immerse yourself in the industry. Visit sites like TotalBeauty.com and WWD.com to keep a pulse on the industry. It's all about being really proactive and creating opportunities for yourself, as they will not be handed to you.
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Any time I see the fruits of my labor in a magazine, online, on TV, etc. When you see your brand celebrated in the media and you know you were behind it, that's what makes the job most rewarding. Unlike advertising, nothing in PR is guaranteed, so when a story is finally published, it's a great feeling ... and then on to the next!
What has been the highlight of your career?
Working with brand founders like Diane von Furstenberg and Bobbi Brown -- two incredible women who dominate their industries.
What are some common misconceptions people have about your job?
That it is all about perks and parties. Yes, I do have access to a lot of beauty products, and entertaining is part of the job, but global communications is far more strategic than most expect. When you work for a personality/celebrity, you have to be accessible to them around the clock. We put together comprehensive strategies for product launches, campaigns, store openings, etc., write press materials almost daily, create presentations for the brand, produce broadcast segments, facilitate interviews--it doesn't stop. Luckily, there are some perks to keep us motivated and loving what we do!
Rodriguez runs a blog to mentor aspiring beauty/fashion publicists and tweets at @ThePRCloset.
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Creative Director
What is your role?
I've been in this position for the past decade, so I've had the opportunity to dabble in a little bit of everything. Primarily, my focus has been on innovation in new product development and brand expansion. On the product front, this includes strategic review of our current assortment, trend forecasting, and conceptualizing a product from soup to nuts with formulation, color, componentry, copy and secondary packaging. For branding, this entails social engagement through videos, and building relationships with retailers and beauty editors.
What was your first job/break in the industry?
I moved to New York from California with no job, no apartment, no contacts and not much money. I started working in a children's clothing store when I first moved to New York. One of the employees was the niece of the founder of e.l.f. Cosmetics and she suggested I interview for a job there. Though I was only interested in fashion at the time, I thought it couldn't hurt to interview. I'm so glad I did! I segued from fashion to beauty, and in the beginning I did a lot -- product development, customer service, email marketing, PR and affiliate marketing. It was a start-up, so we all wore a lot of hats!
What is your best advice for someone seeking a similar position?
Be genuine and driven; that is a dynamic duo in the industry. Start networking and finding opportunities to gain experience, and be enthusiastically willing to work your way up in a company. Communicate in your interview about your commitment to grow long-term and set goals with your employer to help you achieve them.
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"Choose a job you love, and you'll never work a day in your life" has really been my motto. It's so fun to get to be creative and literally play with makeup as a career.
What has been the highlight of your career?
I'm very grateful for all the opportunities and an environment with colleagues that make our office feel like a family. I think the biggest highlight would be that I have a portfolio of products that I helped launch at e.l.f. that directly contributed to the growth and success of the company. I'm also an inventor with a pending patent -- pretty rad!
What are some common misconceptions people have about your job or working in beauty?
People think everyone is straight out of a scene from "The Devil Wears Prada." Granted, I'm all about wearing a little (secondhand!) Prada, but everyone is very personable and down to earth.
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Aesthetician
What is your role?
I always tell clients that my job is to figure out a fix for their skin in spite of their busy schedule. I ask any new client "What inspired you to come in?" because I find that women always have a goal. I try and meet expectations in the first visit and give advice on how to get the best results from their skin.
What was your first job/break in the industry?
My first job as an aesthetician was at a day spa in Manhattan. The rest of the staff were old-school European aestheticians who did classic facials with glycolics and masks that would harden on the face.
What is your best advice for someone seeking a similar position?
I get contacted by girls in beauty school and first-time business owners all of the time. My best advice is to do as many facials as you possibly can. Nothing can replace experience, and the more faces you touch, the better you will be. Second, always listen to the client. They will always tell you what they are looking for -- all you have to do is deliver! It's the best way to build a client base.
