Behind the Beauty Curtain: Aela Abidhoussen's Inside Story of Public Relations in the Beauty Industry
*AELA
*AELA
With a profound understanding of public relations and the challenges of the beauty industry, as well as the art of cultivating fruitful relationships with influencers and media, Aela Abidhoussen shares her insights in this Future of Skincare interview.
Delving deep into her experiences, Aela offers a unique perspective on the beauty industry, shedding light on the intricate interplay between public relations, marketing, and the pursuit of holistic wellness. From her roots in journalism to her former position at Sunday Riley, and the launch of her own PR agency, Aela explores her inspirations, delves into her approach to diversity and inclusion, and unveils her visionary outlook for the future of the beauty industry.
Aela, could you share with us how you first became interested in the beauty industry and what led you to pursue a career in PR specifically?
I grew up with the desire to become a cultural journalist. At that time, I had some PR friends in the music industry. Towards the end of my political science degree, I didn't see myself continuing down that path, and my interest in journalism gradually faded after a few years of experience as a web editor. So, I did an internship in PR at Canal+. I loved it! I woke up every day excited to go to work. I then decided to pursue a Master's degree in Communication. The beauty world has always interested me; I enjoy taking care of myself, I was aware of all the product releases, brand news, and I tested everything. I then did an internship in public relations at L'Oréal Professionnel and Givenchy Beauté. And it was like a revelation! I loved working with beauty press, influencers, and organizing events around product launches. I had only one goal in mind: to become a PR professional in the beauty industry!
You've just embarked on the entrepreneurial journey by launching your PR agency specializing in beauty and lifestyle. Can you tell us what motivated you to take the leap?
I have always been drawn to the desire to embark on entrepreneurship. I launched into my first entrepreneurial adventure during the lockdown in 2020, co-creating Le Palissandre with my brother. It's an online store for crystals, Indian jewelry, and other esoteric objects. The concept is similar to my father's store in Rennes. It was a beautiful family adventure that taught me a lot, both intellectually and personally. Since then, I've always wanted to combine my passion for public relations with my interest in entrepreneurship, which quickly led to the idea of AELA Agency. Entrepreneurship is not easy, and it's true that taking the leap is always a bit scary, but I think all independent and entrepreneurial people will relate to my words. However, the journey is worth all of it.
Having worked with luxury brands like LVMH and L'Oréal, can you talk about how this has influenced your approach to PR and marketing within the beauty industry?
Working in the two largest French conglomerates was very formative, especially at L'Oréal. There is a real "test and learn" mentality, which is very American. They are not afraid to innovate, especially in terms of PR. It was fascinating and fun because the communication field is constantly evolving. As a communicator, we question the future of the press and influencer marketing every day. Neither of them is really disappearing; they are just evolving. That's why it's important to have fun with how we communicate because there are no predefined rules, and everything is constantly changing. As we can see, all the communication campaigns that stand out are the ones that generate positive buzz. Whether it's an influencer activation, the way we write a press release, or how we organize a launch event with journalists, I have learned to always seek innovation, take risks, and enjoy the process.
You're currently supporting the collagen brand Apnée. Can you share how you choose your collaborations and what criteria you use?
I like to say that I choose all my collaborations from a place of inspiration and love. So, the first point would be that I deeply believe in each brand I represent. I want to carry their message and highlight their products, which for me transform our approach to beauty and well-being. Take Apnée, for example; they offer the most effective collagen-based dietary supplements on the market, with formulations that are yet unmatched. Apnée completely changes our approach to collagen and contributes significantly to the advancement of beauty from the inside out. That’s inspiring.
In the beauty industry, building and maintaining relationships with media and influencers is crucial. Can you walk us through your approach to this and how you ensure that these relationships are successful?
Building and maintaining relationships with journalists and influencers is the most important part of the job. If I ventured into public relations, it was also because of the human aspect and the interest in others. I attach great importance to meeting people for lunch or coffee. The relationship immediately changes when you put a face and a personality to a name. I then maintain the relationship through messages, emails, but especially Instagram. The line between professional and personal is very thin. Many journalists and influencers have become real friends. We shouldn't limit ourselves to the boundaries of work and personal life: go with the flow. I believe that the key to maintaining good relationships is to genuinely show interest in the person in front of you, enjoy exchanging ideas, and be consistent in staying in touch. Network is key.
Celebrities often play a significant role in the beauty industry, from product endorsements to collaborations. How do you think this impacts the industry, and what is your approach to working with celebrities?
Celebrities have a tremendous impact when they promote a product. Unlike influencers, brand partnerships are not their main source of income, which changes their approach to collaboration opportunities. When a celebrity praises a product, if they are not an ambassador, it's genuine, and they actually use it in their daily life. The media quickly pick up on this and spread the word. The reach is enormous. When approaching such profiles, I always start with a gifting strategy so that they can familiarize themselves with the product and form their opinion. If the product or brand suits them, then I can explore the possibility of a partnership and under what conditions, as it goes beyond the influencer brief. Campaigns need to be personalized, and I give a lot of freedom in content creation.
Looking ahead, what do you see as the biggest challenges and opportunities facing the beauty industry in the next few years?
The beauty industry is one of the most competitive sectors. New brands are constantly emerging, and sometimes they disappear as quickly as they come. We also face the phenomenon of celebrities launching their own beauty brands; it has almost become a rite of passage. In such a competitive industry, beauty brands invest significant budgets in paid social media campaigns to stand out from the rest. I think one of the biggest challenges for a brand is to be seen and heard in this saturated landscape, where our Instagram feeds are sometimes flooded with paid partnerships. However, as I mentioned earlier, it is also an opportunity for brands to find ways to differentiate themselves, identify their target audience, and create long-term partnerships with influencers. It's up to us to be original!
Diversity and inclusion are increasingly important topics in the beauty industry. In your opinion, what actions should the industry as a whole take to become more inclusive and diverse?
Diversity and inclusion are highly discussed but not applied enough. I see it when I talk and work with influencers who don't fit Western beauty standards; it's still challenging to be in the spotlight. True diversity and inclusion mean giving opportunities to people in front of and behind the camera, which is still not widespread in these sectors. I witness it every day. I would really like our industry to move away from performative gestures just for the sake of appearing inclusive and focus on recruiting with these goals in mind.
What are some of your biggest inspirations when it comes to beauty, and how do you stay on top of industry trends and innovations?
I follow many makeup artists on Instagram; they are the ones who inspire me the most! I love seeing them work, mixing creams and serums, shades, and multiple products together. It's truly an art. I also work closely with makeup artists, and I love knowing their current favorites and new discoveries. I believe they play a major role in the beauty industry; they whisper in their clients' ears and advise them on skincare routines and product choices.
My primary tool for staying abreast of industry trends and innovations is Instagram, of course. Brands communicate their latest innovations and product launches very effectively on their accounts. It also allows me to see which influencers collaborate with which brands and for what type of content. My screen time per week is not something to be proud of!
You recently traveled to New York and South Korea. How has this influenced your vision for the future of beauty?
South Korea was a revelation in terms of beauty and self-care. The culture of well-being is completely different from that in France. In France, taking care of oneself is considered a luxury: a facial or massage can cost between 100 and 200 euros, and there are few affordable places to go on a regular basis, such as hammams and saunas, which are not part of our customs. It's the complete opposite in South Korea, where there are jimjilbangs (Korean bathhouses) accessible for less than 20 euros, with a variety of hot baths with different properties, hammams, saunas, and rooms filled with crystals to relax and benefit from their healing properties. It's a common practice to go there with family from a young age to rest the body and mind. It's a concept that is completely unknown in France.
Similarly, for facial treatments, a Hydrafacial costs 50 euros in South Korea, compared to around 150 euros in France on average. It emphasizes that taking care of oneself is a luxury in France, whereas in South Korea, it is simply part of a healthy lifestyle. We have a lot of progress to make in democratizing self-care.
Can you share with us your personal beauty routine and any favorite products or tips you have?
I've struggled with hormonal acne for the past two years. It was a tough period, especially working in the beauty sector! This experience taught me a lot about the importance of inner and outer beauty. I adopted an anti-inflammatory diet and ensured I was giving my body all the necessary vitamins. That's when dietary supplements became a major part of my skincare routine. Apnée was a real game changer for me. I religiously took their L'Amour A La Plage treatment. With 10g of collagen, matcha, nettle, and coconut, it helped detox my body and achieve healthier skin.
I then drastically reduced the steps in my skincare routine. Less is more, truly. I can't do without my Caudalie makeup removing oil, followed by a double cleanse with a cleansing foam, a toner or water mist, and finally a rich moisturizing cream (non-comedogenic, very important). I really try not to damage my skin barrier with too many active ingredients.
Which current brands do you find the most inspiring in terms of their products, story, and communication?
I must say that my current favorite is Subtle Energies. It's an Australian Ayurvedic brand with a 360° approach to beauty: addressing external issues to heal the inside. The goal of each product is not only to promote physical well-being but also mental and emotional well-being. I believe the secret of beauty lies precisely in this, our glow is merely an extension of what emanates from us. My favorite product is the Aura Protection Body Mist; it relaxes me so much, it feels like a warm blanket around my soul.
In your experience, what are some of the latest beauty experiences or treatments that are most effective and worth trying?
When it comes to new treatments, I'm always a little cautious. They can often be expensive, and I have high expectations regarding results. I have a great dermatologist whom I've been seeing for many years, and I trust her completely with my skin. Personally, I love peels; they are always a safe bet. I regularly do light AHA peels and once a year a medium-depth peel.
Recently, I've incorporated red light therapy into my routine. I'm a huge fan of Solawave's Bye Acné Light. It's a real life-saver when a pimple appears. Three minutes of LED treatment, and the next day the pimple is significantly reduced. I also love their Radiant Wand, which I use twice a week with the activating serum. I instantly see results when I use it: refreshed and luminous skin. If I were a diligent student, I would use it every morning!
In the fast-paced world of beauty PR, how do you prioritize self-care and wellness in your daily routine?
I talk about skincare and well-being all day long. It's often said that the shoemaker's children have no shoes, but I make it a point to take time for myself. Morning and evening, I have my skincare routine followed by self-massage. I never leave my house or go to bed without doing it because that moment alone brings me tremendous joy. It replenishes my energy.
I'm also someone who needs my vital 8 hours of beauty sleep (or more). That's why during the week, I love having early dinners around 7 p.m., very much like the New York lifestyle, so that I can go to bed early!
Throughout the day, when I feel overwhelmed by the frantic pace, I do the 365 breathing exercise: three times a day, six breaths per minute, for five minutes. It immediately calms me down. Having good breath control regulates so many things, including the stress hormone cortisol.
My latest well-being gesture: my crystals are always with me. I sleep with a rose quartz stone in my pillowcase, wear my citrine pendant every day, and light incense after a challenging day. Self-care is inner care.
If you could create the perfect skincare product, what would it be like, and what would be the key ingredients and benefits?
I am desperately searching for a quick and effective makeup remover! It is the part of my skincare routine that I like the least, but it's also the most essential. I love oil-based cleansers, especially for the purpose of self-massage and avoiding the use of cotton pads. My favorite is the one from Caudalie. I also use Blue Moon from Sunday Riley, which is very effective and provides a gentle exfoliation at the same time. However, the perfect makeup remover would be an oil-based cleanser that also removes mascara in no time, without the need for extensive rubbing or double cleansing afterward. Unfortunately, with all the makeup removers I've tried, that's still a challenge. As for the key ingredient, I would include castor oil to protect and strengthen my lashes. For the rest, it's up to the formulators to innovate!
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Interview by Jalila Levesque
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