The Business of Beauty

In just two years, Baracchi worked up to her current role of digital marketing and e-commerce manager for Maybelline NY and Essie (nail brand).

(Above: Vittoria Baracchi at the Colosseum in Rome, her hometown.)

L’Oréal is synonymous with makeup and beauty products around the world. But when Vittoria Baracchi ˊ14 joined the company’s Milan, Italy, office as a social and content media manager in 2018, she admits she knew very little about makeup. “I had no idea what the difference between primer and powder was. When I got married, I wasn’t even wearing lipstick,” she jokes.

But that knowledge changed quickly. On her first day on the job, Baracchi was learning about the different kinds of mascara brushes. She immediately started following makeup artists, influencers and competitors on social media.

“It was crucial for me to know everything about makeup. As consumers are at the heart of our business, I had to know who they were, what language they spoke, who they followed, what social network they used and so forth,” says Baracchi, who was born and raised in Rome. “After a few months, I was so into makeup and so proud of myself. I could tell what foundation shade was right for someone or what makeup to use based on their Instagram picture.”

Baracchi at the Trevi Fountain in Rome
Baracchi at the Trevi Fountain in Rome

Her hard work paid off. In just two years, Baracchi worked up to her current role of digital marketing and e-commerce manager for Maybelline NY and Essie (nail brand). She is responsible for all digital media campaigns, social and influencer activations and promotional plans for e-commerce launches and big events (such as Prime Day, Black Friday and Christmas).

“It’s the unknown surrounding digital that fascinates me. If you think about it, no company really nailed it or knows the answer to a perfect digital strategy — probably because there is not one solution but infinite.”

Baracchi recently transitioned to an even bigger role, moving from the Consumer Product Division to the Professional Division as e-commerce merchandising manager for all the brands in the division: Kerastase, L’Oréal Professional, Redken, Matrix, Biolage and Shu Uemura. She will manage e-commerce strategy related to promotional plans, assortment and pricing in order to reach sales goals. She is excited to see how the new role aligns with her interests.

“I’ve always been passionate about professional hair products, whereas the makeup side of the business required a learning curve” Baracchi says. “Now that I have this new job in a division where I love the products personally so much, will be interesting to see the difference it will make.”

Baracchi believes that passion and desire are the strongest drivers in life. “Personally, I would not be able to work if I was not passionate about what I am doing.”