Beauty Business: Celebrity Makeup Artists, Hair Stylists ... - Lisa Horan

Beauty Business: Celebrity Makeup Artists, Hair Stylists, Manicurists Unmask Success Secrets: By LisaHoran These days, it seems we can't turn on the tv or open up a magazine without being bombarded with ads featuring flawless-looking actors and models and products and services designed to help us to look more like them. Whether it's a new anti-aging treatment, a new cosmetic, or a new product to make us look more glamorous, our society is having a love affair with beauty. And no one is more aware of this than makeup artists, hair stylists, and manicurists. The challenge for these professionals, however, is getting noticed in an intensely competitive industry that is overflowing with those who want to take part in the lucrative business. And when it comes to working with celebrities, the competition is even tighter. We talked with three top artists and discovered that the business of beauty can get pretty ugly unless an artist is among those who can consistently demonstrate a knack for the craft, mix creativity with serious business savvy, and, perhaps most importantly, have a true passion for the work.

ARTISTS by Timothy Priano (www.ArtistsByTimothyPriano.com): Since 1986, ARTISTS by Timothy Priano (ARTISTS) has been among the leaders in the industry, as it has represented such high profile artists as Laura Mercier (makeup), Brigette ReissAndersen (makeup), and Oscar Blandi (hair). In addition to an impressive list of manicurists, hair stylists, makeup artists, colorists, fashion and prop-stylists, and photographers, today, the company employs a staff of 12, which includes agents, public relations, and marketing professionals in Los Angeles, New York, Chicago, Miami, and Toronto. The recent addition of offices in Canada were added in the summer of 2006 to "target niche markets in the north," according to the company's Jared Franco. Back in the United States, the company has carved its niche in the field by working with top celebrities. Its vastly talented roster of artists has worked with Hollywood's biggest stars, from Sarah Jessica Parker to Renee Zellweger, and the music industry's biggest best known, from Sheryl Crow to Mariah Carey. According to Franco, the stakes have never been higher. "The climate of 'celebrity' is very different from, say, ten years ago," said Franco. "With tabloids and entertainment news magazines capturing and magnifying their every move, celebrities want to look their best at all times, whether they are in front of cameras for work or in their every day lives." With the tremendous pressure to look their best at all times, celebrities, says Franco, are very aware of who each makeup and hair artist works with and take notice of who is doing what in the industry. "Celebrities are reading the credit lines in magazines and they're paying attention to which artist works with which celebrity," explained Franco. With credit lines in publications such as Elle, Vogue, and Vanity Fair and with corporate advertising campaigns for such companies as the Gap, Maybelline, and Nike, ARTISTS has positioned itself well in the industry. Beyond its credits, however, the company has been able to build its successful business amid frenzied competition by remaining passionate about marketing new artists, supporting accomplished artists, and understanding the trends. "To sell a new artist takes passion," explains Franco. "We only employ individuals who share that passion, and we only represent artists who not only have an amazing talent for their craft, but also have a keen understanding about the industry, how it works, and what the latest trends are." Right now, the latest trend in the industry is makeup artist and hairstylist branding. "As public awareness has increased the visibility of individual artists, so too has the number of artists

launching their own lines," explained Franco. "Just look at the presence of one of the artists that we represent, Oscar Blandi, for instance. His salon products can be found in Sephora salons in malls across the country, and he's just one example." As the movement toward artist branding continues to escalate, ARTISTS will continue to strive to maximize the power and potential of the media to promote its artists, broaden its client base, and continue beautifying both its celebrity and non-celebrity clients, alike. Lisa Lee (www.alluringfaces.com): Makeup artist, hair stylist, photographer, and owner of Alluring Faces, Miami, Florida's Lisa Lee, knows a thing or two about "beautifying." After all, she's been making people look good since the mid 1980s when she'd take any chance she could get to make up her friends. "I was the kid walking down the hall in school with the face full of makeup and a cosmetic bag ready to make my friends look more glamorous," said Lee. "I've had a love of makeup since I was 12, and I've just always had a knack for applying it to faces." Lee took her passion and her skills and turned them into a successful business. After a brief stint selling cosmetics in 1989, Lee recognized that her greatest talent and passion was in application, so she became a licensed makeup artist and eventually opened her own salon and spa, which she operated for eight years. Then Lee had a new vision. She closed the salon and created a company that would offer hair styling, makeup application, male grooming, wardrobe styling, modeling, and photography services. And from that vision, Alluring Faces was born. Lee has experienced such success with the company thus far that she's had the opportunity to open a new 2,500 square foot studio, which is used for photo shoots with models and other clients. Her clean, elegant trademark style woos models, brides, and celebrity clients not only from South Florida, but also Atlanta and New York. "The look that I create for my clients is something that you'd see on the red carpet, whether the client is actually going to walk it or walk down the aisle. It's all about making people look beautiful and flawless," said Lee. Oftentimes, when models see me walk into the dressing room and realize that I'll be doing they're makeup, they jump and down because they know that they are going to have neat, beautiful faces and be able to leave the show as is without looking like clowns." In addition to a strong presence in the Miami modeling world, Lee is also sought after by the entertainment industry, working with BET, MTV, CBS, Tri-Star Entertainment, the E! Network, as well as individual celebrities and recording artists, including Robin Givens and NBA star turned rap artist, Ron Artest. While Lee takes the same approach with all of her clients and always uses good quality makeup (she prefers Makeup

Forever, but uses bits and pieces of different lines to complete looks), she is aware of the high stakes that accompany styling for the entertainment industry. "When I'm working with a client who will be featured in a print ad or in a production, I know that my work is going to be scrutinized, so it has to be very precise," said Lee. "I have to consistently produce good work, demonstrate reliability, and pull my weight as a member of the team that is involved in any professional photo shoot or production." Lee says her multi-skilled abilities are also an asset. Not only does she offer clients makeup application as well as hair styling, but she also offers expertise in custom-blending foundations to match any type of skin tone. "I work with American models, European models, African models - you name it," explained Lee. "I have to be very versatile and able to accommodate each of their skin tones to create that perfect look. I know that my next job is directly connected to my last one, so I come prepared and do whatever is necessary to make it right. The industry is far too competitive for mistakes." So competitive, in fact, that there was a time in which Lee worked for free just to develop connections and build up her reputation. "Unfortunately, there's no magic door into the industry that opens automatically," said Lee. "Networking and getting your name out there is incredibly important. Even though it was very difficult to work without getting paid, in the long run, the opportunities that I took proved to be profitable because I was able to build up my portfolio and make connections that have led to numerous new jobs." In fact, today, such companies as L'Oreal often call upon her expertise to test their products because they know that she understands quality and can provide valuable feedback. In the future, Lee hopes to draw from this expertise and that love of makeup that continues to grow to create her own line of cosmetics. "I'll most likely start out small with eyeliner or blush, but I plan to take advantage of new opportunities that come my way." Marsha Bialo (www.bpolished.com): When it comes to seizing opportunities, there's no better example than professional manicurist Marsha Bialo. It all started one afternoon while Bialo was enjoying tea at the Ritz Carlton Hotel in Marina Del Rey, California, with some friends. A teacher during the school year, Bialo spent her summers as a manicurist at a boutique in Beverly Hills. As she sat at the Ritz, she began thinking the hotel would be a great place to work as a manicurist, and she told her friends she planned to inquire. "My boyfriend at the time discouraged me from approaching the woman at the salon because he thought I'd have to have connections to get a job there, but I decided to ask anyway." It's a good thing she listened to her own instincts. Marsha got the job, and it would spark the beginning of a phenomenal career in the industry. Her position the Ritz Carlton opened the door not only to working with a number of celebrities, but to working with several other leading hotels in and around Hollywood. One of these hotels was the Peninsula Hotel in Beverly Hills. It was there that she met actress Andie MacDowell, who was so impressed by Bialo's work that she suggested that she hire a well-known agent in the industry to represent her. "I really

Marsha Bialo

didn't take the idea seriously at first," admitted Bialo, "but when I finally did contact the agency, they said, 'We've been waiting for your call. We would like to represent you.' Needless to say, I was floored," said Bialo, who signed up with the agency. The very next day, she was asked to do work for the cover of Elle magazine, and the whirlwind of requests for her work hasn't stopped since. Since then, she's switched agents (now working with ArtistsByTimothyPriano); she's worked on multiple magazines with such celebrities as Kelly Clarkson, Carrie Underwood, Sarah Michelle Gellar, and Catherine Zeta Jones; her work has been featured on the E! Network's popular makeover show, "How Do I Look?"; and she's worked on the sets of major motion pictures. In 2003, as a result of her talents and innovative ideas, not only was she asked to do the cover of Nailpro Magazine, but she was named "Nail Artist of the Year," the most coveted title in the industry. In part, the title was bestowed to her because of her innovative Decoupage Couter creation. Developed initially for actress Julia Duffy in the movie Intolerable Cruelty (with Catherine Zeta Jones and George Clooney), the technique involves tearing bits of printed tissue paper and applying them to the nails to create not only an interesting design, but also a protective coating over the nails. "For the movie, the director wanted Julia to have leopard nails to match her leopard outfit," said Bialo, who asked if she could try out a new technique she had been working on. She did, and it has been her trademark ever since. As a result of the Decoupage Couter and her stellar reputation in the industry, top celebrities know her, call upon her, and even invite her into their homes. But for Bialo, success is not measured by the number of celebrity clients she works with, but rather the fact that she's doing something that she truly loves. "Of course I'm flattered when a celebrity likes my work and requests me for their shoot, but for me, it's not about notoriety or working with stars. I just love what I do and I bring that to passion to every job no matter who the client is." What she also brings to every job is a finely honed understanding of what works and what doesn't. "I can't really explain it, but I just have a natural sense of what works when it comes to beauty and fashion," said Bialo. A photo shoot involving a star of the popular cable television show, "Nip and Tuck," serves as a perfect example. The actress wanted a French manicure, but Bialo looked at her outfit and knew instinctively that a burgundy color would be most appropriate. "The actress and makeup artist insisted on the French manicure, so I did was asked," she explained, but when the photographer saw the actress, he had a different opinion. "He said, I don't think these nails work with the outfit. When the makeup artist mentioned that I had suggested burgundy, he said, 'Always listen to Marsha. She knows what she's doing.'" In fact, Bialo is so trusted in the industry that she has been asked to represent several nail color lines. For six years, she represented the well-known OPI, but recently, she began representing China Glaze. "It was a good business move for me," said Bialo. "I believe in the product and I felt like it was time to broaden my horizons. In addition to signing on with China Glaze, she also recently opened her own business called Extremities, which offers a full line of manicure and pedicure services. While Bialo has been extremely fortunate to be in the right place at the right time and has enjoyed her success, she isn't about to slow down. "I am really enjoying my career a great deal right now, but I want to keep going. In the future, I hope to continue working on the product line that I began developing in 1999 but had to table because of cost concerns," said Bialo. "I know that if I keep trucking along, another door of opportunity is going to open and who knows what will come next." Lisa Horan's industry-related articles have appeared in Government Video Magazine, Videography, DigitalTV, The Washington Diplomat, Architecture Week, AvidProNet, and, of course, iCOM. She is also a scriptwriter and a songwriter. For more information, please contact her at [email protected]. ###