Let’s start May, mother’s month, interviewing a modern and beautiful mother : Anita Marschalek.
In March, Notorious organized an event with TEDxVienna, Notorious Fashion Minds. It was our first event and thanks to it, I got to know Anita, since she was one of our main sponsors- she is the PR-Lady of Estee Lauder in Austria. Anita is married, has two children, travels twice a year to New York, and also follows the backstage of several European fashion weeks. And despite such a busy agenda, Anita found time to have coffee with us in Orlando de Castello. The weather was horrible, but we had lots of fun talking about the internet, blogs, shopping, kids…
Anita, you are Estee Lauder’s PR lady, so I imagine that you need to always be perfectly dressed, head to toe… So, three quick questions:
1- Where do you have your hair done?
I have my hair cut at Theresa Bundy’s b.lounge, but I am not a very loyal hairdresser customer… for styling/blow drying I just go around the corner where I live !
2- What’s your favorite boutique?
My favorite boutique would be number one the Internet for instance Net-a-Porter or I love Diane Fürstenberg, so I go on her site or for ballerinas Pretty Ballerina… but than also I love this store in town which is called Amicis or Dotts.
3- What make up do you wear daily?
My daily makeup: …never leave home without mascara, sometimes eyeliner to get the more dramatic look, blusher pinky peachy color to get the fresh and young face, lip gloss and of course perfume – I love the scent of a nice fragrance !
4- You have a career, marriage and kids, but you don’t seem to be stressed… do you think your kids are a source of inspiration to keep you updated and connected with all the changes of the communication industry?
Definitely my kids are my inspiration and also source of all of the new technologies and all new social media stuff. My daughter, Tori turning 13, gives me a lot of insight information, she was the one who gave me lessons in the beginning of it all. For example the difference between blog and tumblr .
I myself am in Facebook I have had it for some time, but here again it was my children who introduced Facebook to me! I do not tweet.
5- What are your favorite blogs?
Cupcakes and Cashmere, in Austria I find Notorious- Mag very informative, I’d say it’s a mover – giving me super information which I wouldn’t have access too. If you ask me for my favourite tumblr: Aussie-fashion and coconut-kidz.
6- What are your favorite magazines?
I love going thru the German and the US Vogue, actually a lot of architectural magazines I like, for example the AD or even Elle home because I’m very into interior design and things like that, my husband is an architect so I come across quite often.
7- Do you work with blogs in the same way that you work with magazines? Can you describe it?
It is difficult for me to compare working with blogs and working with magazines because working with bloggers for me is actually still very new and I’m not that experienced yet I’m just in the start-up phase I should say. Working with magazines editors is a very personal thing. A long built relationship. Which obviously I do not have with bloggers yet. I have a lot of requests for product samples and things like that, so each time I have to evaluate, is this just someone after free goods or what ? is this blog serious ? You have the blogs popping up and you have to decide what to do ! So that makes it more difficult now than working with magazines…but that will eventually change !
8- Pink Ribbon is a kind of campaign that fits perfectly on the internet. Do you have any plans in this direction for 2012?
We have been working diligently to make The Estée Lauder Companies’ Breast Cancer Awareness Campaign (BCA) for October 2012 both a celebration of the 20th year anniversary and a tribute to the life and legacy of Evelyn H. Lauder, who inspired me to join her in the fight against breast cancer.
For October 2012, we will launch a new BCA logo, new BCA creative, new messaging, new consumer brochure, new tribute video, and we will be hosting major BCA events in China, New York, London, and Paris and a new social/digital campaign, plus more
New Consumer Brochure
We are developing a new Consumer Brochure to tell consumers about The Estee Lauder Companies Breast Cancer Awareness Campaign and will communicate Good Breast Health information.
New Creative
The new 2012 creative has been designed by James Nevins, Clinique’s SVP Global Creative Director, and the image is beautiful, gentle, modest, and very appropriate for a prestigious beauty company.
New Headline
“COURAGE: Believe in a world without breast cancer. Know we are here until it’s true.â€
The word courage defines Evelyn H. Lauder and her commitment to a world without breast cancer. She courageously launched The Estée Lauder Companies’ Breast Cancer Awareness Campaign (BCA) in 1992, during a time when breast cancer was only spoken about in whispers. Through the campaign, Mrs. Lauder embarked on a worldwide mission of raising awareness for the disease, encouraging women everywhere to get breast exams. Mrs. Lauder also co-created the Pink Ribbon, the recognized worldwide symbol of breast health. Twenty years later, the Breast Cancer Awareness Campaign continues to raise awareness for breast health through education, while raising funds to support medical research through the efforts of The The Estée Lauder Companies’ brands, employees, retail partners and strategic partnerships. The Campaign is wholeheartedly devoted to defeating breast cancer and believes in a world without it – and the Campaign is here until it is true.
Website and Facebook
This year the URL, bcacampaign.com will appear on all North American Counter Displays and Counter Cards. In addition, we will also include facebook.com/bcacampaign.com on all advertising and on all printed materials, including the new Consumer Brochure.
9- Can you tell us about the cooperation between Estee Lauder and the american blog Cupcakes and Cashmere?
We want to reach out to more women than currently come to esteelauder.com. We want to tap into her audience and merge her audience with Estee Lauders.
Emily Schuman’s audience is an educated and engaged group of 18- to 44-year-olds who visit Cupcakes and Cashmere 100,000-plus times per day.
The difference with a celebrity is they aren’t as transparent with their lives, and it is not as easy to relate to that. That is one of the things that blogs do so well, they are relatable!
11- Notorious was invited to create a play list for a huge music platform. Which music would you like to have in this list? Give me a name…
Young, wild and free. Snoop Dogg and Wiz Khalifa
