Before I began studying for my master’s in Global Marketing in 2018, I had the slightest clue about business and marketing. The only understanding I had of the subjects before then derived from my 12-week marketing internship in London three summers ago which I sought as an opportunity to spruce up my CV, incognizant to the fact that it would later become a subject of interest and – better yet – a desired career path. Therefore, in order to prepare myself for a year of strenuous knowledge acquisition and intense research into an area I lacked such in, I tried to immerse myself into as much business-and-marketing related content around me as possible. The modules I would be taking covered the likes of e-marketing, brand management and performance management, so the answer to my wondering “what can I do to gain a better insight into marketing and brands now?” was a simple one in this day and age: social media. “On social media, follow all the brands that you like, and discover as many influencers that you relate to,” I considered. The best platform to do this on? Instagram.
I realised that, on Instagram, I was only following a minimal number of brands. I was predominantly following people I know from school, university and other walks of life. The only brands I were following were those that I’d either worked for or that would pop up under ‘people to follow’ that made me think “oh yeah, I like that brand”. I realised that I probably wasn’t receiving the full extent of the Instagram experience that was available, which is so imperative to marketing these days. So, after gathering all the brands I’ve ever liked or encountered in my mind, I went on an extremely large follow spree. I gazed around me as I sat cross-legged on my bed with the Instagram app open on my phone for inspiration; “a Dunelm duvet? Let’s follow Dunelm. A Cath Kidston moisturiser? Let’s follow Cath Kidston. A Fjallraven Kanken rucksack? Let’s follow Fjallraven”. And the bout continued. The most significant following of all, however, was Benefit Cosmetics. Soon after said following spree, I would notice that they would often appear on Instagram Live; on Tuesdays, in particular. At the time, Lisa Potter-Dixon, a long-time professional makeup artist, best-selling author and glitter enthusiast was Benefit Cosmetic UK’s Head Makeup Artist and, every Tuesday night, she would conduct a “Tip Tuesday” Live on their Instagram. Thus, every Tuesday night, the “@benefitcosmetics is now live” notification would emerge at the top of my screen. Little did I know that, from the first time I tapped on that notification and would watch the live video, I would become addicted.
“This woman is incredible!”, I thought, as I watched Lisa enthusiastically present her favourite Benefit products and expertly apply them to her flawless skin whilst amicably speaking to her live audience; “why have I not seen these before?”. By the time I’d engaged in these Instagram Lives a few times, the teaching for my master’s had started. And, when told in our E-Marketing module that, for our summative assessment, we were required to write a report that critically evaluated the digital marketing strategies adopted by an organisation of our choice on a social media platform of our choice… Boom! Benefit Cosmetics on Instagram came straight to my head. (I loved that about both my degrees; being given the ability to research into topics, contexts and brands of our choosing made the completion process so much easier.) My thinking as to following as many brands on Instagram as I could turned out very, very well.
Eventually, there was no way I could wait every Tuesday to partake in Tip Tuesday (such a millennial with a thirst for instant gratification, huh?), so I followed Lisa’s personal account on Instagram where I would discover even more delight; her “5 Faves of The Week” where she offers honest reviews of a multitude of products not just relating to makeup, but also fashion, beauty and lifestyle, her fabulous nails which I would often use as inspiration when I get my own done at the salon once a month (outside of lockdown, of course), and her incredible thigh-high vibrant pink boots which she pulls off so naturally to name a few. Then, one day (over a year ago now!), she announced that she would be co-hosting a new podcast with another stunner, expert and inspiration of a makeup artist, Hannah Martin, called Life and Lipstick. I’d been longing for a podcast that I could listen to with interest and not cut it short and turn back to my music (again, talk about a social-media-influenced short attention span), and this was it. Of course, I also started to follow Hannah who I developed as much admiration for upon learning that she once held the role of Pro Makeup Artist at Bobbi Brown, listening to her also honest and wholehearted product reviews and watching her excel at life as a busy mama of two, and my commute to uni for the foreseeable was sorted: listen to Life and Lipstick!
After listening to their first episode, which was an introduction to their crazy but lovely selves and the podcast overall, I was sold. I adored listening to their stories about how they became makeup artists which shared wonderful similarities and differences; for both of them, it wasn’t something they particularly intended to pursue, similarly to the story that I shared in my previous blog about how I changed my mind from wanting to pursue teaching to wanting to pursue marketing. That’s what I loved about this podcast from the onset: it’s so relatable even if you’re not a makeup artist yourself. As the episode progressed, Hannah shared that her grandmother influenced her love for makeup and, likewise, Lisa explained how much her model mother inspired her when she was younger. It really made me reflect on my makeup influences; something I’d never taken the time to reflect on so profoundly before. It made me realise that, like Lisa especially, my mum has greatly influenced my makeup habits, too.
When I was in Year 6 – around about 11 years of age – I started to break out in clusters of spots on my forehead and chin. The thought of going to school with these uninvited, irritable lumps on my face was daunting. At the time, my mum used Clinique Anti-Blemish Foundation which she would also use to apply an ever so light coat to my face once I’d got ready for school in the mornings after I broke out and, my god, it worked a charm. A simple light coat of foundation to disguise the redness and unevenness across my face made me feel so much more comfortable and confident in my own skin. When I wore it, I had no worries about feeling ugly, being picked on or feeling low, which wouldn’t stop consuming me when walking around in my bare-faced, acne-prone skin. As I progressed into high school, my acne gradually became worse and worse and I would rely on that foundation to make me feel better about myself. Of course, I couldn’t always use my mum’s as she wanted to use it for herself, so she kindly bought me my own Clinique Anti-Blemish Foundation at the age of 12 not as a birthday or Christmas or any sort of occasion gift, but as a treat because she could see how much happier I was in myself when I wore it (thanks, mummy!). That foundation, then, was unknowingly the start to my impending makeup collection.
As a young teenager in high school, I inexorably developed a desire to play around more with makeup. Throughout my high school career, I woke up at 6:00am every morning, even though school didn’t start till 8:30; likewise, my mum woke up at this early hour every day even though she didn’t start work till 8:30, too. My mum always likes to ensure that she has enough time to wake up, get herself ready and complete some household chores before she leaves for work and I adopted this mentality from her whilst I was at school; I still like to be ready as early as possible for any event like work, a social outing or a date night. So, when I’d get ready for school and still have time in my morning to spare, I’d sometimes watch my mum apply her makeup and imitate her routine. I’d watch her apply her Clinique Anti-Blemish Foundation gently with her clear-tailed Clinique foundation brush, apply her Clinique Lash Power Mascara (can you tell she likes Clinique?) flutteringly to her eyelashes and stroke her neon blue Bourjois pencil eyeliner carefully below her eyes. Obviously, I couldn’t wear blue eyeliner to school – or any makeup for that matter, but I ~ rebelliously ~ did every single day anyway (thinking about it, I can only recall having one makeup-related detention after trying on a super orange-tinted powder foundation a friend bought for me; either I did my no-makeup makeup look really well or my teachers loved me that much) – but I replicated many of my mum’s makeup habits when applying my own. Also, I couldn’t own as many high-end makeup products as my mum because I was only in high school – I wasn’t earning my own money – so I would buy most of my other makeup products like mascara, blusher and lipstick from brands available in Boots (I mean, their 3 for 2 deal has always been a winner) including the likes of Rimmel, Maybelline and Collection with either birthday, Christmas or pocket money (although my mum continued to kindly renew my Clinique foundation every time I’d run out – isn’t she amazing?).
Echoing my earlier statement, only after I’d listened to the first Life and Lipstick episode and reflected on my own makeup influences did I realise how much my mum’s makeup habits had shaped my own. Again, as I said, I’d never thought about it before; I merely saw makeup application as an essential part of my mundane getting-ready routine. Then, when my skin finally started to clear up by the time I was 16 and I no longer needed an “anti-blemish” foundation, I was eager – after 5 whole years – to try a new foundation. The summer I turned 16, I went to Brighton with my mum and walked into their Mac store – a brand I’d heard a hell of a lot about through word-of-mouth, but never experimented myself – and each of us had a lovely lady apply numerous foundations to our faces until we found the right ones for us. I can’t remember which one I purchased exactly, but I used Mac foundation for about three-to-four years until, for some reason, it began to disagree with me. That’s when I turned to Benefit, thanks to Lisa Potter-Dixon. After watching her use Benefit Cosmetics’ Hello Happy Foundation on a Tip Tuesday soon after it launched, I thought “I need to get my hands on this baby”. And so, one day after work in Kingston-upon-Thames, I headed to the Bentalls Centre and straight for the Benefit Cosmetics counter. The sweet Sales Consultant on shift applied it all over my face and, honestly, I felt rejuvenated. It was exactly what I was looking for; all I needed was a light coverage to conceal my acne scars. I don’t like the feeling of full-coverage, heavy foundations on my face, perhaps from my experience of using a light coat of anti-blemish foundation to cover my acne spots and adhering to a no-makeup makeup look for so long, and this foundation is anything but heavy. I’ve tried a couple of other foundations since, like Benefit Cosmetics Hello Happy Flawless Foundation (yes, it’s different – notice the word ‘flawless’), but I still use Hello Happy at present because it works so well for me.
The entire Life and Lipstick series was such a pleasure to listen to, especially the latter two seasons where they talk with an array of big names in the beauty industry including the powerful Caroline Hirons, the inspirational Zoe Boikou and the one and only Bobbi Brown; not only did it make me appreciate and develop an everlasting respect for the beauty industry, but it also made me realise how impactful makeup has been in my own life. Thanks to Lisa and Hannah (and the aforementioned Zoe Boikou from the very emotional episode in which she is featured), I now use the best makeup brushes I’ve ever used (from Zoe’s brand Zoeva Cosmetics; they specialise in high-quality makeup brushes which are INCREDIBLE), I can create the ~ almost ~ perfect feathered natural brow (which I receive compliments on so often) and I have discovered a plethora of inspiring women to follow on Instagram and engage in their Instagram Lives, Instagram TVs (IGTVs) and merely enjoy their content during my evening social media scrolls. So, Lisa and Hannah (if you were to ever read this), thank you!
Sophie Pavlou at Little Pav ♡