Toni Renee is a cosmetic marketing – essence

What does the cosmetic product turn out to be viral? It’s not nearly amazing ingredients and effectiveness, a luxurious packaging or an inspiring brand founder. In addition, the recipe must include bomb marketing, stories telling and activations across the product itself – because of Masterminds PR and marketing.

And on the subject of influential favorites and celebrities, reminiscent of Eye masks and Eadem’s mouth,, Toni Renee This is a marketing maven behind these important arts. In an exclusive conversation with Essence below, Renee discusses how she began, why she values ​​black start-ups and develops beauty space.

Discovery of the Solange team

After signing up on the University of Cincinnati to go away the mother’s house, collecting tables on the bus didn’t seem so bad. “I went to study without the real direction of what I wanted to do,” says Renee Essence. Soon after, she was discovered by one among Solange’s close friends, Diane “Shabazz” Varni, who saw the potential in her vision.

From there, Renee worked on a platform built across the album Solange, where she wrote about black culture, music, and after a while she had something to say in her social media strategy. Since then, her work included brand and content strategy, influential marketing and each work between them.

Prioritization of black beauties start-ups

Working with the coach, RCA Records and Magazine, the chance was presented to just accept her multi -faceted talent for L’Oréal. But “I wanted to leave the corporate structure and see if I can do the same marketing level at the startup,” he says. PO will sit with Local founder, olamide olowe“I rejected my position in L’Oréal and went to the town.”

Renee has developed a very deliberate strategy, feeling very “willingly” to strengthen the black cosmetic brand, creating a community around products and types through press tours to places reminiscent of Ghana (i.e. yes Well received by the press) and cooperating with the influential customers with which customers are involved.

Viruses

One of her biggest marketing tricks up to now? Eye masks. “We were going to intend to intend to introduce to the brand and how we wanted the brand to look outside,” says Renee. “I really love to connect the community.” With over 19,000 posts using the #TOPICALS HASHTAG on Tiktok, the creators wear masks under the eyes as a essential beauty accessory in lots of movies. In other words, products are still a hot commodity to this present day.

Working with Ead and Camille Rose

Like her strategy, she had a similar approach to the black brand of Camille Rose hair care and the minority of the French skincare brand EADEM. “I think that the biggest obstacle is to understand that as an audience he becomes younger, they have shorter attention,” he says. “Your marketing and advertising must be a bit more aggressive and to the point.”

Expanding beyond the wonder box

Now Renee has frequently expanded beauty, calling for brand new fields in its portfolio, reminiscent of technology and entertainment. From assistance in influential marketing within the Bumble dating application, to work on several HBO Max projects, its talent can’t be packed in just one brand. “[I’m] You can get out of the corporate rat race and continue to create amazing marketing strategies, “he says. “Freelance consulting is a terrifying space, but these brands trust me, my vision and what I see.”