There are some BIG changes happening in 2020 at Push PR. The lines between the beauty, fitness and wellbeing industries are blurring in time. As an agency, we pride ourselves on staying ahead of the game and looking to the future of both the industry, our followers and our clients’ customers. With this in mind, we’ve welcomed a new fresh face in the office as our Head of Beauty, Fitness & Wellbeing; Nadine Attar. To get to know Nadine a little more, we sat down for a quick interview about all things beauty first …
Tell us about your professional background – how did you get into beauty
I studied History, but my real passion was always beauty and fashion. During my time at University I also interned with Issey Miyake and Origins, as I realised the value of broadening my experience beyond my degree. Shortly after graduating, I began interning at Coty Inc, under Kirsty Dale then PR Manager (and subsequently Elle magazine’s Executive Fashion & Beauty Director), who took a chance on me and eventually offered me a permanent role. From there I went on to work with other beauty conglomerates including Henkel, L’Oreal and Proctor & Gamble, before becoming Beauty Director at Purple. I subsequently set up my PR consultancy which I ran for a decade.
Favourite beauty brands?
There are far too many to list but here are a few brands that I love: Chanel- I mean who doesn’t?! I was on the waiting list for its Rouge Noir nail varnish back in 1995. Erno Laszlo, The Ordinary & Omorovicza are my skincare must-haves and Coola is my SPF of choice- I first discovered it in the Hamptons back in 2014 and thankfully it is now available in the UK. I’m incredibly lucky to be surrounded by award-winning products in my daily work life and Maria Nila, Shiro, Pur and Patchology are all recent beauty discoveries.
Three beauty products that you could not live without?
The Ordinary Serum foundation, Shiro Cleansing Balm and LimeLife by Alcone’s Enduring Lip Color in Macaroon- plus a brow brush!
What do you most look for when purchasing a beauty products?
My skin can be temperamental, so ingredients are my main driver when choosing skincare. However this can at times be confusing, so I will often seek the advice of Olivia Falcon (former Tatler Beauty Director) who’s a skincare guru and a friend (@theeditorslist) and I adore @emmahoareau for her incredibly smart skincare approach.
What are the biggest beauty trends to hit the market in 2020?
My good pal and internationally acclaimed MUA Michael Ashton recently spoke about the less is more foundation trend. The return to a radiant, natural looking skin coverage really speaks to me.
What interests me most in 2020, is the trend for “slow beauty” and the consumer making more conscious purchasing decisions.
What would you love to see more of in the industry?
More inclusivity and diversity. Things are most definitely shifting, and progress is being made. In fact our client PUR is a brilliant example of this, having launched it’s 100 shades of foundation in 2019. We need to see more brands following suit.
How has the industry changed from when you first started working in beauty?
I began my career at a time where only traditional print media existed. With the rise of digital media, the beauty industry today- compared to how it looked in 2002- is almost unrecognizable.
What are you most excited about at Push?
It’s always such a privilege to be working with clients that we feel genuinely passionate about. Our Beauty, Fitness and Wellbeing division is growing exponentially and I feel proud to be leading the team. Push is also fast approaching it’s Twentieth birthday and we have some very exciting plans on the horizon, so watch this space!