As a self proclaimed beauty junkie (and the company Cool Mom), Sari's dream journey was to take her 15 years in marketing and bring that experience to a beauty brand. Enter Luxy Hair! Not only was she drawn to the stunning aesthetic of the brand and the quality of the product but to the company and the people. She says she could tell right away that this company was different and special and knew she had to be a part of it.
In its most simplest terms, my role is to guide and shape the marketing communications of our brand to our customers across all our channels and customer touch-points.
What does a typical day at the office look like for you?
I always feel like there is no such thing as a typical day for me. Some days are spent in back-to-back meetings while others are spent juggling data analysis, brainstorming campaign ideas and evaluating performance of our marketing channels to continually drive growth for our business. Knowing that each day brings a new challenge keeps things exciting for me.
What drew you to marketing? Why did you decide to pursue a career in this field?
For as long as I can remember, I’ve been obsessed with magazines. I would flip through the pages of Allure, Seventeen and Lucky wondering how I could be a part of them—that’s when I decided to study advertising.
Which brand do you resonate the most with?
I always find this such an impossible question to answer because I resonate with so many brands for varying reasons. Glossier is an easy answer for me as their mission deeply aligns with my approach to beauty and my obsession with skincare products (seriously, you should see my bathroom). Skin first!
Which brands do you admire from a marketing perspective?
I have long admired Knixwear and their goal to remove judgement from female self perception. They have such a profound understanding of the need for women to see themselves reflected within brand communication and more importantly, see themselves wearing their product.
What’s one thing about you no one would guess upon first talking to you?
Since I am very outgoing, people are shocked when I tell them how shy I really am.
Do you have a nighttime routine? Can you tell us about it?
How long do you have? Lol, I’m not kidding…
My typical evening routine consists of a double cleanse (oil cleanser followed up by a water based cleanser). From there, I work from thinnest consistency to thickest moving through toner, essence, a wash off mask if I have lots of time, followed by treatment serums, eye cream, moisturizers and lock everything in with an oil.
What are three skincare products you can’t live without?
Caudalie Beauty Elixir, OSEA Malibu Hyaluronic Sea Serum, Farmacy Green Clean Cleansing Balm.
What advice do you have for young people starting out in their careers?
Be nice! Also don’t compare someone else’s path to your own. Instead, practice focusing on your own growth—hard work and dedication will always lead you where you need to be in the right time.