Christina Loglisci, publicity manager on the East Coast marketing team at ARTISTS by Timothy Priano, has a job most beauty mavens can only dream of. After starting out in the fashion realm, she followed her passion to work with artists in the hair, makeup and nail design world and hasn't looked back since. I caught up with Christina to hear about her role at ARTISTS by Timothy Priano, what she loves about working in beauty and what she has coming up next.
Have you always worked in talent agency PR? How did you get started in your field?
Prior to being with Timothy, I came from the fashion world of Valentino and DKNY. But beauty is my passion. I went to ARTISTS because it is where young talent can grow, and I wanted to be part of it. When I started, I honestly wasn’t aware how massive the beauty industry is - I was so innocent to the business side of makeup and hair. I have always been a magazine lover, discovering the latest ad campaigns and reading beauty tips from the experts. Once I started at ARTISTS, I was reading every magazine I could get my hands on to see who did the hair and makeup in fashion editorials. It almost became an addiction to see which artists were working with beauty brands. I still catch myself on line at the supermarket grabbing the latest Vogue and rushing to the credit page to see who did the cover.
You work with tons of beauty brands, pitching talent for campaigns and editorials. Between hair, makeup and manicurists, do you have a favorite group to work with? What are some of the main differences among the three when it comes to pitching for a campaign?
I am for sure a beauty junky, so I love the whole glam team. But if I had to choose between hair, makeup and nails, it would have to be hair. I honor people who know how to work a blow dryer and scissors because it's such a particular skill you do not learn overnight. It takes years to perfect a great haircut. You can go in so many different directions with extensions, wigs, color, cuts and products - the list goes on and on. Hairstylists understand texture and the science that goes into color. When it comes to hair, either you're good at it or you’re not.
I do appreciate and adore the talent of makeup artists and manicurists as well. Makeup artists have a clean canvas they can transform with color cosmetics. They are very creative and possess the great imaginations to create memorable editorial looks. Nails have become such an important aspect the past few years, especially with the “stiletto” nail we see on the runway and Lady Gaga. I have an amazing memory and will never ever forget a nail polish name - the OPI app is one of my favorites. The day a new collection comes out, I am testing the polishes!
When it comes to pitching talent for campaigns, you need to learn from the client what exactly they are looking for. Some clients will be makeup-focused but want clean skin for the campaign, whereas another brand could be looking for an artist who can create a strong smokey eye and is great with liquid liner. And the same goes for a hair client. As an agency, we need to build relationships with the clients to know exactly what they are looking for and suggest talent who will deliver just that.
As a liaison between brands and talent, what are some of the challenges you generally come across when it comes to creative decision making?
There will always be challenges, and we just need to work through them. A lot of the time, clients have an idea in mind for the shoot, but the artists want creative input as well. For major ad campaigns, clients usually have a “pre-pro meeting” to go over all details of the inspiration and brainstorm together with the team (photographer, hair, makeup, stylist, creative director etc.) so everything is decided and runs smoothly the day of the shoot.
Are there any new projects coming up in the next few months you're particularly excited about?
We just signed a deal with a prestige brand that is very exciting! Word hits the street next month.
To learn more about ARTISTS by Timothy Priano and to see their portfolios, visit the agency website here.