Meet Britt K Beauty Britt K Beauty started out her career in social media while…
As the Marketing Director of Japonesque, Danielle Devine does it all — from naming new products to reviewing and implementing social media strategies. In her previous roles at CND and OPI helped her to gain entrepreneurial experience while also strengthening her role as a team player. Learn more about what a typical day looks like in Danielle’s life, where she sees influencer marketing heading and her favorite part about working in the beauty world.
- My name is: Danielle Devine
- My social handles are: @japonesque
- Find my website at: japonesque.com
1. Tell us a little about yourself. How did you first get your start in marketing?
I am one of the few people I know who got a degree in exactly what they do for their career. I got my BS from ASU in Marketing and an MBA from SDSU. My first position was as a copywriter for a tiny marketing firm that produced Message On Hold Systems. Then I moved into marketing for cosmetic ingredients firm and eventually ended up as a Marketing Manager at CND – Revlon. From there I promoted into various positions including Marketing Director and Education Director. Today I am the Marketing Director for Japonesque.
2. What does a typical day in your life look like?
With a smaller brand like Japonesque, I do it all. I might update our website with a new feature like our Brush Match Maker, write copy for a new product, spend time reviewing budgets, review our social media strategy, approve an ad or flyer or help name a new product — you name it. If it’s a marketing function, I might be working on it that day.
3. How has your past experience at CND and OPI helped you in your current position as the Marketing Director at Japonesque?
I think CND gives me the most experience to help me be successful in my current role. We were an entrepreneurial company that grew quickly into a brand under the Revlon umbrella. What I learned during that growth period was to be flexible and a problem solver. I had to figure out ways to get what needs to be done, done… and do it well. I also learned to work well with large teams on complicated projects and rely on those team members.
4. Where do you see the future of influencer marketing and what will it mean for beauty brands?
I think at some point it will peak out and a different form of marketing will emerge. With the amount of money influencers are now charging there is a loss of authenticity. Couple this with how much brands are spending to work with influencers and there is a lot of money at play. I think as new technology emerges focused on personalized marketing experiences, advertisers will shift their spending.
5. How do you think the shift from traditional marketing to a mostly digital landscape will continue to affect the beauty industry?
Right now, digital marketing is where most brands put their dollars. Especially emerging brands that are looking for more affordable ways to reach their audience. But with the ever-increasing costs of digital marketing, the cost gap between traditional versus digital marketing is quickly closing. However, I don’t think this means traditional marketing will make a comeback. It’s more likely that a new technology will eventually challenge the current focus on digital marketing.
6. What is your favorite part about working in the beauty world?
I love how inclusive the beauty world is. We don’t exclude anyone for race, color, religion, sexual orientation – we are an industry that embraces difference and believes people are beautiful because of them.
7. What beauty product do you never leave the house without?
I try to take care of my skin so sunscreen is my one must-have (preferably tinted to even out my complexion).
This interview has been edited and condensed.
Interested in learning more from professionals in the digital marketing and beauty industries? Check out the rest of our As Told By series.