Beauty Chatterbox

We delve into the cosmetic world of DHRISHTI KATEJA, Junior Communications Executive at The Qode, a Middle Eastern PR, Events and Digital Marketing Agency.

Tell us a little bit about yourself.
Born and raised in the Philippines, I moved to The Middle East after completing my BSBA in Marketing Management from Enderun Colleges, Philippines. During my course, I had the amazing opportunity to work as a Marketing Intern at The Apparel Group, a global fashion and lifestyle retail brand. This internship was my introduction to the world of luxury beauty brands. I attended exclusive events and participate in projects and social media activations that were an eye-opener for me. I then took my newfound passion for everything beauty and fashion when I joined The Qode family in 2018. I currently work on a wide portfolio of clients including the likes of global brands such as Sephora, Kendo, MCM Worldwide, and some F&B and hospitality brands including Katsuya by Starck, Address Sky View and more. Every day at The Qode is a new adventure and I couldn’t be happier to be a part of this family!

Explain why you love working in PR. What does PR mean to you?
PR to me is being able to show the public the right messaging about a product or launch through timely and effective communication whilst also creating the right ‘buzz’ and being able to get the key message out there in the right medium – which is personally what I love the most about being in the PR industry. It is more than just announcing a company’s latest news – PR is about leveraging communications strategies to establish a market position within the industry and in the minds of the press, bloggers, influencers, etc. PR has multiple vehicles and it’s exciting to use a different creative approach with every new client.

What sorts of work and clients at The Qode do you find the most interesting when it comes to beauty?
I work with a great mix of hospitality, fashion and beauty clients but I have to say I have an affinity for beauty PR in particular. Sephora Middle East and KENDO are both very highly renowned companies in the beauty industry and working with them every day is such a great learning experience. I get to learn from the biggest, world-class high-end luxury brands that produce such great beauty products and launches for their consumers – it’s beyond exciting!

How important is routine to you?
Following a routine is key, but I do love surprises when it comes to work. Following a routine allows me to have a benchmark of how strategies, key messaging and launches are carried out successfully. That has been one of the biggest things I have learned under the mentorship of managers and directors at The Qode – spontaneity is bountiful when working with a team with great PR experience.

We love the inside scoop, so, when you’re responding to media and public inquiries, what question do you find most difficult to answer?
It is when you know what’s happening next and you just have to be able to work around not saying a word about it. Whether it be an up-and-coming launch or big news – it’s difficult to contain the excitement sometimes but you’ve got to do it.

What’s the difference between public relations and advertising?
People who aren’t working in public relations or advertising may not be familiar with what sets the two fields apart. While both are meant to help brands thrive to get their core message across to people, each have different methods and vehicles. PR is achieved largely through earned media – that means helping build brand reputation organically. Advertising on the other hand helps support the brand by reiterating core brand messages, that help people recognize the brand and its key messages and benefits.

Tell us about your #1 beauty hack.
As I have extremely dry skin, I always make sure that I apply a tiny bit of cold pressed coconut oil around my face before I go for a full face of make-up, this also makes your skin avoid having that ‘flaky’ look and I just love how alive my skin feels after! Cold pressed Coconut oil is also a really good natural moisturiser for your skin.

What is your favorite product in your beauty bag that you couldn’t live without?
My go-to product from Sephora right now would be the Pro Filtr Soft Silk Primer and the Pro Filtr Hydrating foundation from Fenty Beauty – these two products are what I am obsessing over at the moment.


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