As a number one Magnificence PR company, 5WPR is tapping into our community of trade leaders—superstar make-up artists, influencers, and extra—to convey you unique insights. Every version options candid conversations, knowledgeable recommendation, and behind-the-scenes views. Our first interview with superstar make-up artist Nydia Figueroa is now stay. Take pleasure in!
5WPR: Our staff is happy to share your experience and insights as you’ve been such a supporter of 5W from day one and are so deeply rooted throughout the skilled eco-system and linked within the house. You’re a superstar make-up artist by commerce, an educator, a enterprise proprietor, and throughout badass. However we need to know, as a celeb make-up artist, the place are you discovering information about new merchandise and types? And what components actually push you to strive new manufacturers or new merchandise?
Nydia Figueroa: Effectively, thanks for having me. I’m so excited for the connection that I constructed with 5W. That’s an awesome query for certain about new merchandise. Apart from you guys actually being on prime of sending me all the most recent and best inside your manufacturers, social media has a giant think about what I’m seeing. TikTok, issues that I in all probability wouldn’t have considered taking a look at 5, ten years in the past. Social media has been a giant affect in that. However as a professional artist, I’m actually impressed by different professional artists greater than influencers. What are the professional artists utilizing? For instance, Scott Barnes not too long ago used a petroleum jelly product beneath the eyes to assist easy out beneath eyes on JLo. That was a giant affect, we’re like, oh, we now have to strive that on our superstar purchasers. After which there’s plenty of celebrities additionally which might be doing what’s in my bag and exhibiting what merchandise they’re utilizing. So, social media has been a giant affect. Once more, not solely from influencers, however from the professional artists as effectively.
5W: It’s attention-grabbing that you just’re influenced not simply by social media, however by recommendation from professional make-up artists. I feel lots of people don’t understand that. Sure, we love TikTok influencers, however when you’re concentrating on superstar make-up artists, the voice of one other artist actually resonates.
NF: Particularly when it’s an artist who’s well-respected and has constructed a reputation for themselves. It makes a distinction. It’s like working with an artist in individual—you ask, “What’s in your equipment? What’s working for you? What’s new?” It carries extra weight when it comes from a trusted professional.
5W: Proper, you’re not simply chasing a fad from an influencer. You’re on the lookout for a way that’s tried-and-true from an actual knowledgeable.
NF: Precisely.
5W: What are your superstar and on a regular basis purchasers saying in regards to the issues manufacturers are doing that actually excite them? There’s so much occurring within the magnificence trade, however what particularly catches your consideration and makes you assume, “I’ve to strive that”?
NF: The very first thing that involves thoughts is shade extensions. Lots of manufacturers try, although some are lacking the mark. Shade inclusivity has been enormous, particularly for my purchasers who’re ladies of coloration. That’s all the time the dialog—what manufacturers are actually inclusive and vouching for ladies of coloration? That stands out to me, and it’s what my purchasers speak about essentially the most.
5W: Some make-up artists really feel there are too many shades or that some aren’t actually usable. What makes a model stand out to you as genuine versus simply doing an excessive amount of?
NF: There are some things. One is when you’ve got one million shades of beige and solely 4 shades for ladies of coloration, it seems like an afterthought, and that bothers me. And generally manufacturers declare their darkest shade is actually darkish, however while you swatch it, it’s not, or the undertones are off. If manufacturers don’t perceive undertones, that impacts gross sales, and I’ve seen it firsthand. I’ve spoken to manufacturers who say their SKUs for darker shades aren’t promoting. Effectively, it’s since you’re not placing out the best shades in sufficient amount. That’s why manufacturers which might be inclusive and do their analysis achieve this effectively. I see extra manufacturers getting there however having too many comparable shades of beige or brown hurts greater than helps.
5W: How does PR issue into your make-up trial and suggestion course of? Is it extra in regards to the relationship, or is high quality simply as vital?
NF: Relationships are enormous. There are such a lot of nice manufacturers that ship PR, however I’m extra inclined to assist those that really care about me. The connection I’ve constructed with 5W, for instance, has modified how I view PR. Earlier than, I didn’t assume PR corporations cared about professional artists. It felt like, “Right here’s the product—what are you able to do for us?” However with 5W, you care about me, verify in, and need to see me develop. In return, I need to assist construct your manufacturers. Relationships like that make me really feel seen, and I need to work simply as onerous to assist the manufacturers you characterize.
5W: We’ve observed that, too. As an artist’s profession grows, so does their clientele, however PR relationships stay fixed. All publicists ought to worth artists, and that’s grow to be extra of a spotlight for a lot of manufacturers not too long ago.
NF: Completely. What I really like seeing now could be that manufacturers are focusing extra on professional artists once more. For some time, it was all about influencers and follower counts, however now it’s coming again to the professional artists, who’re the true consultants. We’re those placing merchandise on celebrities and educating purchasers from knowledgeable standpoint. After we vouch for a product, it carries plenty of weight.
5W: So, what are manufacturers doing now that actually stand out to you? Is it social media, digital ways, or one thing else? What’s working, and what isn’t?
NF: I really like model occasions geared towards professional artists. We’re visible and love experiences, so when manufacturers put effort into these occasions, it stands out. As for social media, I like when manufacturers educate—sharing fast recommendations on the way to use a product or what’s trending. I’m not as into TikTok tendencies myself as a result of they really feel fleeting. Should you’re concentrating on Gen Z, it’s nice, however manufacturers also needs to assume long-term and create merchandise that encourage loyalty.
5W: That’s an awesome level. Some manufacturers chase tendencies, like launching a selected coloration simply because it’s the “coloration of the second,” however then it disappears. Do you like merchandise with endurance?
NF: Sure. For instance, a model not too long ago relaunched their cult-classic lipsticks, and it blew up as a result of they weren’t following tendencies—they have been working with what made them iconic. I wish to learn about tendencies, however I need merchandise that go away a long-lasting impression.
5W: Let’s revisit your level about occasions. We’ve observed that some publicists group make-up artists with influencers, however artists need one thing extra catered to their wants. They’re on the lookout for training, not simply social moments.
NF: Precisely. I not too long ago spoke with a celeb make-up artist who attended an occasion the place she was the one professional artist. The remainder have been influencers, and she or he discovered it disheartening. An instance of some manufacturers that get it proper are ones who host occasions particularly for professional artists, like New York Trend Week kits. They’re supporting the professional group whereas sustaining relationships with influencers, which is sensible.
5W: That’s an awesome technique—catering to completely different audiences. Professional artists want a special kind of engagement than influencers.
NF: Precisely. And customers are like mini professional artists nowadays—they need to know the way to use merchandise like a professional would. They might not be professionals, however they aspire to these expertise.
5W: Everybody’s an influencer now, however it’s a special kind of training while you’re working with a professional artist who must understand how a product works on all pores and skin tones and textures.
NF: Completely.
5W: How can manufacturers greatest forge connections with make-up artists at the moment?
NF: Do the analysis. A terrific instance is Black Magnificence Roster, which is a community of girls of coloration make-up artists. They host summits, like one at Instagram HQ, the place manufacturers come to show lessons and provide swag luggage. Tapping into artist communities and asking us what we’d like reveals that manufacturers are listening. Even a easy Zoom name with artists asking what they need from a model makes a giant distinction.
5W: What stands out to you when working with a PR staff?
NF: The alternatives for press and having a staff that represents me once I can’t communicate on to editors. I need to really feel like I’m part of the staff, although I don’t work straight with them. Little gestures, like sending flowers for my engagement, make a big impact. It’s the non-public touches that construct actual relationships.
5W: Genuine relationships drive genuine enterprise, proper?
NF: 100%.
5W: It’s clear when working with artists that you just don’t need to really feel such as you’re simply getting used. It must be a complementary, ongoing relationship.
NF: Precisely. Some PR corporations can really feel very transactional, however I must really feel linked to the model. That’s why I might by no means promote a product I don’t imagine in.
5W: What provides a model endurance versus simply being a pattern?
NF: Consistency and innovation. Don’t simply observe tendencies—do the analysis and perceive the place there’s a real want. Be completely different.
5W: It makes you marvel, “What’s going to they give you subsequent?”
NF: Precisely. It’s like a hook and reel.
5W: Thanks, Nydia! The rest you’d wish to share about working with PR groups or recommendation for artists?
NF: Be real and construct actual relationships. Manufacturers and PR corporations will need to work with the actual you. Be constant and dependable, and if somebody asks for a quote, have a way of urgency. Additionally, be conscious of what you publish on social media—it’s like a job interview, so put out your greatest work. And concentrate on high quality—curated content material makes manufacturers need to work with you.
5W: We adore it. Thanks a lot, Nydia!
within the Prime 5 Insights from Nydia’s dialog? Learn them right here.
Nydia Figueroa, a world – famend superstar make-up artist, has over eighteen years of expertise of experience within the magnificence trade. The graduation of her profession originated as an artist for one of many largest magnificence powerhouses in world MAC Cosmetics. Along with MAC Cosmetics, she labored alongside 5x Emmy Award winner, Eve Pearl. Nydia served as the worldwide membership director and government assistant. Rising in her notoriety, Nydia’s make-up experience has been showcased on The Victoria’s Secret Trend Present, NYFW, The Grammys, The Miss Universe Group, Harper’s Bazaar, W journal and extra. She has additionally made cameo appearances on Telemundo and Dr.Oz on Fox. Nydia is a Magnificence Professional and has been featured in over 100 + publications worldwide. Nydia is a world magnificence educator educating her signature make-up methods to 1000’s of scholars and is the proprietor of a 5x award profitable Luxurious Bridal Enterprise based mostly out of Northern New Jersey.
