Christina Sennlaub (@csennlaub) represents the image of a hard-working business woman with a job many girls would kill for. As the PR head of Dior Beauty Germany she gets to travel the world, meets stars like Charlize Theron or designer John Galliano, stays at the world’s most glamorous hotels and attends glamorous events in all big fashion metropoles.
But what is hiding behind the facade of luxury and beauty? We interviewed her to ask how she got her job without a university degree, what she considers when hiring someone and much more.
Hello Christina, thank you so much for being here with us today. May you briefly introduce yourself to the Glam Observer girls? What did you study, what was your first job and what you do now?
Right after school I did a one-year apprenticeship at a PR agency and a 2 year work & study program at a renowned advertising agency. At the age of 21 I was considering different university programs, when I discovered a job opening at Perfumes Christian Dior. I decided to apply, thinking I might stay 2 or 3 years… I fell so in love with the company, that it turned into 31! Nowadays I am the Senior PR Manager.
Did you always want to work in the beauty industry?
I have always enjoyed beauty and vividly remember playing dress up as a child, putting on my mom’s lipsticks and admiring my older brother’s girlfriend’s make up. Adding that to my love of France and admiration for the language, I instantly felt attracted to the company!
When did you know that the PR field could suit you?
I am truly a people’s person, I enjoy communicating, being in good company and making my voice heard. I knew right after school that this was my calling.
Many young beauty enthusiasts think that it is necessary to finish their education before applying for a popular fashion company. I have read that you directly applied for the job position at Dior without having even started university. What gave you the confidence to apply and how did you get the job?
The job hunt in the 80s was very different to how it is nowadays. As I said, I applied without a university degree. However, I was very confident and passionate – I think they knew immediately how driven I was. To this day, I am still extremely motivated to come in every day and work my hardest even after 31 years.
Would you change anything about your career steps and decisions if you could go back in time? Why?
No, everything aligned perfectly for me to be where I am today. It was certainly a lot of hard work, but I think that every decision has led me to my current standing.
Back to the present: What does a typical day of work look like for you? What job assignments belong to your job?
It always depends: if I am at the office I usually have team briefings, meetings with marketing and sales and so on. We plan different activations and try to get different press outlets on board. I communicate with the Paris motherhouse almost every day to align our local strategy with their international guidelines and expectations.
On the other hand, I travel a lot. I often attend international launch events with press and our lovely influencers which take place all over the world, lately a lot in Asia. I am also invited to award shows, such as the Glammys (the “Oscars” for beauty products, by Glamour Magazine) or the GQ Awards which I can’t miss.
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Characteristics one should have in order to be successful in this field?
You need to be passionate – because if you are not enthusiastic about what you are showing to the world, no one will be! You also need to be very authentic and cheerful, life is always easier when you have people on your side and they know you for having a generous and giving heart.
Considering you would be looking for an assistant. What would you pay attention to when interviewing possible candidates?
Their character is very important to me, they need to be very passionate, eager to learn quickly and do-ers, I don’t like it when people show no initiative. Being knowledgeable about the company is a must and speaking various languages is a plus. Needless to say, that the assistant should be 100% reliable and upright.
Additionally, one shouldn’t underestimate the power of looking put-together. After all we are the face of the company to the public so one should look the part.
Thank you so much for your time and an insight behind the scenes of the beauty industry.
Interview by Lilly Meuser
