After two years abroad, beauty journalist Cherie Herrmann has arrived back on home turf. With her time overseas spent in London (when she wasn’t travelling), Herrmann was lucky enough to score herself a gig as The Body Shop’s international social media marketing manager shortly after landing.
Here, we chat to Herrmann to find out everything about the role, how she got into it, and what she’s up to now.
You've been gone almost two years now. What did you get up to while you were in London?
Aside from the obvious (drinking tea! Riding the Tube! Visiting the Queen!), I travelled a lot. And by a lot, I mean 33 countries within 24 months. My wanderlust was the main reason behind the move, so I certainly made the most of my time living on Europe’s doorstep. When I wasn’t travelling, [I was] working away as the international social media marketing manager for The Body Shop, which is a part of L’Oréal’s diverse portfolio of beauty brands.
What was it like working as The Body Shop’s international social media marketing manager?
Eye-opening, challenging and rewarding. Working at the global head office of a beauty brand is incredibly insightful – it’s where the products are born, the in-store assets are created and the entire brand strategy originates. The Body Shop brand has also been undergoing a large number of changes internally for the past two years to help define its position in today’s overcrowded market, which has made the experience even more enriching.
What did the position involve?
As part of the international digital marketing team, my role involved defining and deploying the global social media strategy across 67 markets worldwide. I was responsible for leading social media innovation and education globally, and creating authentic, engaging and on-brand NPD and ‘always on’ content for markets to publish on their social media channels worldwide. This content would be aligned with the brand’s 360-degree global marketing campaigns across multiple touch points: digital, PR, in-store and out-of-home advertising. I also worked closely with the international PR team to design the brand’s first digital press releases, as well as create and implement the brand’s international influencer strategy, which saw us work with the likes of Kaushal Beauty, Amena and Elaine Mokk.
How did you get into this role?
L'Oréal is on a mission to build brand love. The group wants its brands to inspire consumers and turn them into lifelong loyal fans – not just one-time shoppers. So, in order to engage effectively with both new and lapsed customers, The Body Shop International wanted to think and act like a publisher when creating its digital marketing material. This is where my skill set came in. I had the digital knowledge and technical skills to succeed in the role, while my beauty editorial background allowed me to create marketing material that added value to consumers’ lives while also delivering key messages.
Was it difficult finding work in the UK?
As with all job hunting, landing the right role is all about timing, contacts and experience. I knew working in an editorial role was unlikely to fund my travel adventures given the cost of living in London, so I set my sights on working for a beauty brand instead. Despite connecting with a number of recruiters, former colleague Lucy Rundle actually introduced me to the role at The Body Shop International. It can often take months to find work in the UK when you’re on a visa, but seven weeks after arriving I was back in a permanent, full-time role.
How does the industry compare to back home in Australia?
The magazine industry is still thriving in the UK because of the vast population and high use of public transport, which means the digital publishing industry is not growing as rapidly as it is here. However, like many brands, digital is a huge focus for L'Oréal right now. The appointment of Lubomira Rochet as chief digital officer within the group in early 2014 finally gave the digital teams a voice and an avenue to make much-needed changes internally and externally to truly bring the group’s brands into the digital age. The education process was (and still is!) challenging, but wonderfully rewarding at the same time.
Now you're back, are you looking to get into a similar role or will you be looking to head back into publishing?
This is a tough question; one I find myself trying to answer daily! I plan to move to Melbourne in the coming weeks – a city that lends itself more to brand-side roles – and I hope my experience working at the global head office of a well-known international beauty brand will bring about new opportunities and allow me to continue to work within the beauty and health industry.
Will you be looking to do some freelance work?
I am now available for freelance editorial and brand/advertising work, including copywriting (beauty and health), sub-editing, video presenting, and digital/social strategy and content creation.
Are you interested in continuing to work in the beauty industry?
Oh, most definitely! It’s outrageously important for me to love my job and feel passionate about the industry I work in – it’s the key to personal satisfaction. Taking care of my body inside and out is part of my daily life – why not continue to make a career out of it?
What is it about the beauty industry that keeps you coming back for more?!
Is this a bad time to admit I’m a product junkie? (I hope not, because it’s true.) Product hoarding issues aside, I’ll never tire of learning about new technologies, ingredients and trends within the beauty and health industry, and then turning this knowledge into easily digestible pieces of engaging content for consumers. Knowledge is power, and I love helping other women (and men!) make educated, informed choices about their health and beauty regimens.
To contact Herrmann, email cherie.herrmann@gmail.com.
