Amy shares with us how she got into the beauty industry, her top products, career advice for who is just starting out, what an editorial director does and what’s on her desk.
Name: Amy Lawrenson
Age: 33
City: London
Job: Editorial Director, Byrdie.co.uk
What did you study?
Journalism at Southampton Solent University
What was your first experience in Fashion and how did you get the job?
My first work experience was at J17 magazine when I was at high school. I spent the week in the fashion and beauty cupboard helping the style team by sorting the post, running errands and organising the office. I was hooked on the buzz of the place and knew working in magazines was what I wanted to do.
Have you always wanted to work for a magazine?
I grew up reading magazines, my grandpa used to buy me Twinkle magazine and then Girl Talk before I started reading More! and ELLE. It was always something I wanted to do. Either that or be an actress! I had always wanted to be the editor of Vogue and I loved fashion but when I started working in the industry I realised beauty was my true passion. I love the combination of the science side of skincare and the hair and makeup trends.
How should a great CV be in order to get an interview?
It should be clear and concise. It should get across your career highlights but also your personal attributes that would make you a great hire. Do you know how to edit videos? Do you vlog in your spare time? Do you have any other qualifications that could help with your day job? Include these. I’m qualified as a level 3 Personal Trainer and it helps with my fitness writing so I made sure that went on my CV.
What do you look for in an intern?
Someone who is organised, thinks outside the box and is willing to work hard. I worked as an intern during so many school holidays and when I left university for very little money but I was there early until late, worked hard, tried to be a self-starter and did it all with a smile. Everyone has to start somewhere. Also, I would say don’t turn down an opportunity because it doesn’t fit your “plan”. I always wanted to work in fashion on a magazine but my first job was as web assistant on ELLEuk.com and from there I moved into beauty on the website and then working across both the magazine and digital. Nowadays I’m so thankful I started in digital as it helped me get to where I am today.
What does an editorial director do?
I oversee the whole website and to do this you have to be pretty agile. I plan the content and search strategy for the year and each quarter and work with my social editor to oversee the social plan. I organise the content slate, so I decide what features go out each week and month with the support of my deputy. I manage the team and ensure their workflow isn’t too much or too little. I also write a lot of features, go to meetings with PRs and attend events. It seems in beauty there are so many more events than in fashion, so it’s about juggling the diary to ensure the right team members are at the right events and that we’re supporting all the brands without taking away too much time from the job at hand, which is creating great “out of the box” content for our readers to consume daily. I’m constantly checking the site performance, but each week as a team we pull reports to see how the site is performing against all its goals and workshop these for the week and month ahead. I have to ensure that as a small team we are working as efficiently as possible, always innovating, but without burning out!
How do you see the future of fashion and beauty magazines? What career would you recommend to girls just starting out in this industry?
Magazines are in decline but I do believe they will be around for a long while yet. I really do believe the future is digital so I would ensure you are skilled up in photography and Photoshop, as well as video editing. More than ever this job requires you to be confident on camera so that’s key. As a journalist it’s also important to read around your subject, take an interest in all things beauty and fashion but also things that are trending in the news and culturally as well. I get my best ideas by looking far beyond the beauty pages in magazines and on websites.
I think it’s no bad thing to work on your own venture while looking for a job – a YouTube, website and Instagram will either become a money-earner or will act as a brilliant portfolio for prospective employers to look at.
What’s on your desk?
Oh my gosh, so much! I’m not the tidiest person in the world. Pens, notepads, my BKR water bottle. Face mist, perfumes and hand cream (currently Elizabeth Arden Eight Hour Miracle Hydrating Mist, Glossier You and Gucci Bloom and Yope Tea and Mint Hand Cream). And then any new products I’m trying out for features.
What do you like to do in your free time?
I love watching documentaries on Netflix and reading. I’m late to the party but I’m currently engrossed in outliers by Malcolm Gladwell. Then I just enjoy catching up with friends and seeing family. Oh, and spending time with my boyfriend and our two cats.
I guess you tested lots of beauty products, what are your must-haves?
So many and that’s a tough question because the nature of my job is to discover what’s new and next. I currently love Stacked Skincare – I’m using the whole range (you can read about it on Byrdie here) it has transformed my skin, along with Augustinus Bader The Cream. I have always had a spot-prone complexion but these have given me skin that people actually compliment. I will never now be without It Cosmetics’s new CC+ Illumination (the glow it gives is incredible) and Lumene Instant Glow Serum when I want a barely-there makeup look (I apply both with a densely-packed flat top brush like My Kit Co. My Flawless Foundation Angled Brush and buff them in). I also always go back to Bobbi Brown Long-Wear Cream Eyeshadow in Taupe and MAC eyeshadow in Omega. I’m also obsessed with the Colbert MD Illumino Anti Aging Brightening Mask it leaves my skin plump, hydrated and super dewy. Oh and I’m a sucker for any type of at-home peel toner like Vichy Idealia Peeling or Ren Ready Steady Glow Daily AHA Tonic after cleansing.
