Results for: Social Media
It’s True, We Really Do It All

It’s True, We Really Do It All

Since starting my creative marketing agency 14 years ago, I've been committed to giving our beauty and wellness clients a one-stop shop. It's an approach to marketing in this complex ecosystem that my team and I have proven effective, and a movement we are so proud to lead. I started my career at a global classic advertising agency that was solely focused on TV commercials. The rest of the marketing plan was executed by a half dozen other agency partners of various specialties. Not until I had a leadership role as Creative Director at a luxury French beauty brand did I understand how ineffective that approach would be in the modern marketing landscape. A great partner agency needs to be able to create packaging designs that work hard in user generated content on social media, and also have the ability to secure a celebrity spokesperson who is authentic to the brand. There is only one Base Beauty: we develop everything the consumer sees and touches. Our clients rely on our staff...

It’s True, We Really Do It All

Authenticity: A Road Map to Success

I sat beside our agency COO, drinking water and eating a banana on the first day of Indie Beauty Expo LA. I’d been told by my coach that eating a banana before presenting could help calm your nerves but as far as I could tell, it wasn’t working. I hadn’t even set foot on stage yet and I was sick to my stomach. I wanted to go hide in a stairwell. What if I didn’t connect with people? What if my message fell flat? At our booth adjacent to the Uplink Live stage, I could see people gathering in their chairs, drawn in by the title and blurb they’d seen in a list of panels and presentations sent out in marketing emails and posted around the show floor of IBE. I was afraid because this was my first time on stage. But I wasn’t just discussing the logistics of social media; I talked about a very difficult time in my life, and a period of time that changed the trajectory of my story. On top of that, I was talking about three projects very dear to me. Projects I’d watched grow, and put a lot...

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