Q+A: Maria Hatzistefanis, Founder and CEO of Rodial Group and FTF: Conference 2015 Speaker
Visit the FTF: Conference 2015 page for information on more of this year’s speakers and to purchase tickets to the event.
As founder and CEO of Rodial Group, the UK-based company that encompasses two beauty brands – Rodial luxury skincare and cosmetics and the younger-skewing NIP+FAB – Maria Hatzistefanis runs an operation that speaks to two very different consumer demographics, relying on a mix of social media prowess and carefully managed influencer marketing to reach each brand’s distinct audience.
It’s helpful that Maria is something of an influencer herself, with over 200,000 followers on Twitter and Instagram, and a soon-to-be-launched YouTube channel, all offering a personal, behind-the-scenes look at her expansive beauty empire.
At FTF: Conference 2015, Maria will be part of a panel discussing the power of influence, alongside Hanneli Mustaparta, Jenny Fancy of Maker Studios, Amy Smilovic of Tibi and Alexandra Hoffnung of The Net-A-Porter Group. Before the conference begins on Thursday, we spoke with Maria for a closer look at some of Rodial’s successes in the space.
FTF: We’ve been talking a lot about influencers in the run-up to FTF: Conference 2015 and how marketing execs are often using them to replace traditional advertising. Can you tell us a bit about Rodial Group’s approach to influencer marketing?
Maria: At the Rodial Group, we have two brands: the luxury Rodial brand and the younger and affordable NIP+FAB. With NIP+FAB, we need to reach a wider and younger audience and work with celebrities with a strong social media presence. We worked with Kylie Kenner and brought her to London in March to celebrate her status as a brand ambassador. With Rodial, we take a different approach and tell our story through my personal handle @mrsrodial to connect with our customer and tell our story in a more personal way.
FTF: What are some of the key qualities you look for in potential influencer partners?
Maria: They need to be interesting and have a story to tell, combined with strong social media engagement.
FTF: You’re active across several different social media platforms. Is there one that you’ve found to be most effective for communicating with consumers directly?
Maria: I used to be a big Twitter fan and reluctantly registered with Instagram a year ago. I love photography, and this has now become a passion of mine, documenting my everyday life and the behind-the-scenes world of Rodial through beautiful pictures. So, definitely Instagram for now. I am now looking at YouTube and we will be relaunching the @mrsrodial YouTube channel later in the summer as the connection with the consumer is even more direct.
FTF: Is there one golden rule you think beauty brands specifically need to follow in order to build a social media following?
Maria: It’s a rule for all brands not just beauty: the founder or a very senior person in the business needs to be on top of social media. If you want to do this right, you need to learn the rules. It’s not a job for an intern if you want to do it right.
