PRO-filing Jessica Desjardins, A True Blogging Beaut-e!

Jessica Desjardins Founder: Beautezine

This lovely lady was one of the first bloggers that I had the pleasure to work with at Benefit Cosmetics.  Around my messy desk, we would sit, chatting and eating homemade cookies that she baked and brought from her hometown of Ottawa.  Together we would brainstorm ideas for product reviews, contests and posts.  You see, we were new at the digital thing too which made working together so easy, fun & collaborative.  Jessica always found a way to take ideas and make them her own and we knew back then that this gal was really onto something with her amazing photography and authentic how-to videos.  Now fast-forward just 3 short years and Jessica’s mighty blog Beautezine is one the top beauty destinations on the web for those seeking honest product reviews, in-depth tutorials and shoppable beauty stories.  How did this “Blogging Beaut-e” turn her hobby into an award-winning business? Just like this…

Q: Tell us a bit about yourself and Beautezine…what was your goal for the blog when you first started out?  Has that changed at all?

A: I started writing my first beauty blog when I was in university.  I was studying health science with plans to go to medical school after I graduated. The classrooms and laboratories were all very masculine, and none of the girls in my classes wore makeup or cared much about beauty, so I started it as a creative outlet to find other beauty addicts. Somewhere in my third year, I had the idea to take the concept of a blog to a different level—I loved flipping through glossy magazines with all the pretty photography and cool graphic design, so I wanted to create a blog that also had that sort of aesthetic. As soon as I thought about the word Beautezine (as in beaut-e-zine), that was it!  It took about 3 months to develop the concept and I launched it on January 1, 2011. My goal wasn’t really to do this full-time, I still had my heart set on becoming a doctor but I knew that I wanted to take a year off before medical school and when I did, Beautezine really began to grow.  I was working in a job that I didn’t really like and even though I wasn’t making enough money to support myself, I decided to quit my job and work on Beautezine full-time. I gave myself three months to be able to pay all my bills and if I couldn’t, I promised myself I’d find another part-time job until it was time to go to medical school but…I did it! (I guess that pressure really worked) After a little while I thought to myself “hmmm… I could really do this…I can always go back to school, but if I leave this now, it will be gone forever.” So I kept at it, and here I am.  My goals have definitely changed… back then it was more of a hobby and a creative outlet but today, it is a brand with a mandate, with loyal followers who expect quality content and it’s about creating a unique kind of digital experience and a business for the future.

Photography: Jessica Desjardins

Q: Was it difficult to transition from “Blog” to “Business” and what sort of skills or training help you to stay organized and successful?

A: It actually was quite difficult. As a blog, you are squished into this super-saturated digital world where everyone is trying to succeed and get noticed. It’s not easy at all. I think that it was a bit of tough love that helped me. I had to embrace the mindset that everyone out there (and their grandmother) has a blog, so just having a fancy camera and some pretty products isn’t enough. It’s what you do with it, it’s how you present yourself, and it’s the quality you produce. If you want to succeed, you need to be better and be different. You have to make people want to come back for your unique perspective. It doesn’t happen easily, it takes dedication and hard work to turn a hobby blog into a business.

Photography: Jessica Desjardins

Q:  At what point did you take on contributors and what do you look for when hiring writers? 

A: I actually didn’t take on contributors until very recently—this past summer was the first time I welcomed a few to the team. I’ve realized that it’s the creative side of Beautezine that I love most. I love spending time in my studio, finding unique ways to style & photograph products, editing photos, compiling graphics and managing the product catalog (okay, that one is kind of boring… but a part of me likes it!) Over the years, I’ve met so many amazing writers by going to events and I figured that if I had others doing the writing component, I could spend more time on the visual component. It’s been a learning process, but I have some writers that are incredible at what they do it’s always a pleasure when they pitch ideas or accept assignments. When I look for writers, I’m looking for someone who is:

1. Already a beauty addict. I want them to know exactly what the new NARS Lip Gloss is called that is launching in 2 months and who the new face of Lancôme is that was just announced the day before.
2. Experienced in the industry. It’s easier when they already have established connections and PR relationships so I don’t have to facilitate each and every request.
3. A good writer. This one may be a little obvious, but I need to quickly check over their work and get it up ASAP. If I have to spend a lot of time editing or changing the tone, then I probably could have written the article myself.

 

Q: You are known for your photography skills, which are exceptional…can you share a couple of tips for other bloggers just starting out?

A: Thank you! I’ve actually never taken a photography course in my life, so hopefully that will make some bloggers out there happy to hear! Really, it comes with experience. Learning to use a camera is like learning to ride a bike. It takes time, and it’s a slow process but if you look back now on some of my first articles (please don’t!) the photography quality is nowhere near what it is today. My camera has become an extension of my own eyes and mind. I know this sounds so basic but read the manual and learn how to use your camera. If you have a beautiful DSLR camera and you’re using it on “Auto” mode… oh-my-gosh, it breaks my heart. A $5000 camera on Auto Mode really won’t deliver any better than a $150 point-and-shoot camera. Take the time to learn about what ISO, Aperture and Shutter Speed mean, how they work and most importantly, how they all work together. Whenever I look at a pile of products that I want to take a picture of, I know exactly in my mind what I want it to look like. How sharp I want it to be (so that makes me want a smaller aperture), how bright I want it to be (so that means I might need to bump up the ISO) and I need to determine if I’m using a tripod or hand-holding (which changes the shutter speed I use). Once you understand how a camera works, it just takes practice to create the images you already see in your mind. A DSLR camera can do amazing things, but amazing things won’t happen just because it’s a DSLR.

A sneak-peek at Jessica’s photo studio & very organized product library

Q: After trying thousands of beauty products, can you name just 3 that you can’t live without?

A: Three products that I use every single day are IT Cosmetics Bye Bye Under Eye Concealer, Benefit Gimme Brow and Maybelline Baby Lips in Pink Wink; this shade is actually discontinued so I bought 16 tubes when I found it at a warehouse sale!  If I had to swap that out for a product that is available still, I’d say the Maybelline Color Elixir in Petal Plush.

Q: You have accomplished so much in just 3 short years…what was the first sign that your “personal” blog was going to become a very big deal in the beauty industry and what are some of your greatest accomplishments?

A: I think the first sign was when I was invited to New York Fashion Week about 8 months after I started.  I was given special backstage access to shows like; DVF, Betsey Johnson, Anna Sui & Lacoste. That was my first press trip! Since then, I’ve traveled to Los Angeles to attend the Grammy Awards, Florida for a summer-related beauty launch and New York City & Montreal a handful of times too. I’ve had the opportunity to meet some awesome celebrities like Kat Von D, Annie Ford-Danielson and Alli Simpson and I’ve been invited to speak at a few conferences like Spark Sessions and Made in Blog about the business of blogging and the importance of social support in the blogosphere.  It really means a lot when someone asks you to speak at a conference, because it shows that others look up to you and want to hear about your journey and learn from your experience.  Most recently I was awarded the P&G Beauty & Grooming Award for Best Beauty Blog and I’m currently nominated for a Notable Ontario Award for Best Blog  (You can click through to vote for Jessica now!). Besides those things that are a bit more tangible, I just feel so blessed to be able to work with some of the most amazing brands and I feel like the fact that a brand like Chanel wants to see their products on Beautezine is an accomplishment all on its own.  I really love what I do and having my work recognized, means the world to me.

Jessica & Kat Von D at Sephora

Jessica Accepting her P&G Best Beauty Blog award