Meet The women who SHAPE our LIVES
Want to know what you will be wearing, booking and eating in 2019? Cyan Turan talks to female leaders across a range of industries who know what we want before even we do ‘Our market is so diverse; I can’t wait to see what’s to come’ Hind Sebti is genera
‘Growing up in Morocco, one of my weekly chores was dusting my mum’s lipsticks on her dressing table. I loved looking at the packaging and products. I trained as an engineer and began my career at Procter & Gamble, where I was delighted to work on beauty brands. I was working on the supply-chain side at first, but realised I was better as a marketeer and managed to move within the company. Beauty is functional, with products for our skin, hair and bodies, but also deeply emotional. Although it’s fun and can feel very intuitive, I never forget that the consumer is at the heart of what we do.
In 2013, I moved to L’oréal, and have lead Maybelline and Essie in the UK since 2017. When I joined, the brands were performing below expectations. I led my team of 20 through re-assessing the brands and their business models. Maybelline is now the fastest-growing established cosmetics brand in the UK, and Essie is developing quicker than its rivals. Nowadays, I might be found on set shooting one of our big product launches, or knee deep in numbers.
I have a diverse group of mentors who
I’ve met through managers or people I’ve admired. A mentoring relationship always works better when the connection is genuine. Also, if you want someone to be your mentor, just ask! It felt daunting the first time I did it, but it gets easier.
I attribute my success, in part, to courage. Leaving P&G was hard, but I felt the fear and did it anyway. Perspective stops pace becoming stress; when I leave the office, I unwind with Pilates, dance wildly in the kitchen with my son, and brunch compulsively with my fun, inspiring and supportive group of friends.
The industry has changed and the rise of digital has put our consumers in the driving seat. We respond to their product needs, how they will be reached and when. This has made our market more open and I love being part of the change. I can’t wait to see what’s to come!’
My 2019 trend prediction
Hybrids: as the lines between skincare, make-up and wellness blur, we’ll see the rise of a new breed of multitasking products and services. We’ll also see shade diversity go beyond foundation and into other make-up staples.