With two beautydirectory Star Awards under her belt and years of experience in the magazine industry, marie claire beauty director Alex Noonan knows her fair share about the beauty business. We sat down to find out how Alex got started, where her inspiration comes from and the best and worst aspects of the job.
How did you get started in the magazine industry?
I landed in publishing by mistake. I was studying at uni and I’d just finished a psychology degree and started a second degree majoring in international business. I wasn’t quite sure what I wanted to do, so I just kept doing work experience along the way and ended up in the fashion department at Women’s Weekly. Victoria Meppem [the Australian Women’s Weekly beauty director at the time] needed an assistant, so I went across and was doing fashion and beauty together and then straight beauty.
How did you land the role at marie claire?
I’ve been with marie claire almost six years. I was beauty assistant at Women’s Weekly, fashion and beauty assistant, then straight beauty assistant and then came across to marie claire as the beauty editor.
Did you always have a big interest in beauty or did you just fall into it?
I did always have an interest in beauty, but I must admit I never considered it as a career.
What does your role involve?
It has a lot of hats. Obviously my main job is directing the section, looking at our line up, writing stories, shooting, directing art and lay-out, and reader events – which I love doing – involve meeting our readers and talking to them about the latest trends and keeping an eye on what trends are happening within the industry. I work closely with our advertising and marketing departments as well.
How do you keep an eye on what trends are in the industry?
For a hair and make-up point of view, the international shows are the best way to look at the trends, but not just necessarily what’s happening on the catwalk but also in the front row as well. It’s not just designers that are setting the trends anymore, it’s what real people are wearing on the streets. You’ve got to really look at both to see what trends are happening within the market. In terms of skincare, you’re looking at the innovations that are coming through to see what are the big market forces and the trends for ingredients or philosophies.
What’s the best part of the job?
The people that you get to meet. There are so many clever, intelligent and creative people within this industry. The people are what make this industry so exciting, because that’s what pushes the boundaries and that’s where you can come up with new story ideas or new photographic concepts - through people that you meet along the way.
What’s the worst part?
The juggle is one of the best parts because you have the freedom, but it also can be a challenge because you always want to give everything 100 per cent. You’re always juggling things to make sure you can produce your best work all the time.
Where do you get your story ideas from?
Product launches are where you hear about new directions, so that can stimulate the seeds of a new story, also looking on the internet. When products come in, you start to see some trends form - there might be six eye creams that come in around the same time that have similar technology or a similar focus. Then, of course, the seasons dictate to some degree the stories as well. Early summer and spring is when you do your summer bodies, Christmas is all about parties … so there are some parameters that are already in place each issue.
Is it hard coming up with new angles for beauty articles?
It can be, but at the same time, the more you do it, the more you can delve into the subject matter each time and follow it down a different path with the story. There are only so many words that you can include in a feature, which means you can’t cover everything and you are able to focus on different areas.
Are you conscious of not writing something one of the other beauty editors will be writing?
At the end of the day, my main concern is delivering an article that is true to the marie claire brand and what our readers are after. Each magazine plays a different role in talking to Australian women, so I’m conscious of what the marie claire reader is after. I’m not really thinking about what the other girls are doing because we all have different objectives.
What has been the most exciting article you’ve worked on?
There are two that really stand out. I had the incredible opportunity to travel from the southern tip of Western Australia to almost Broome with Christian Courtin Clarins. He was looking for Australian ingredients and it was an incredible opportunity to travel with him and document that in a story. You never really get the opportunity to meet the head of the international company and travel with them as they’re looking towards the future of their company, so that was an incredible honour.
The other one was when I met Pat McGrath and was able to interview her. She’s just incredible and that was something I always wanted to do. There’s not many make-up artists within the industry that have such an influence on trends and work across so many of the shows so it was fantastic to be able to quiz her on her experience with the recent collections and what she thought was forecasting for the season ahead.
Have you had a mentor that’s been particularly influential on your career?
Victoria Meppem. I was very lucky to start my career with her and learnt a lot from her when I was at the Weekly. When I came across to marie claire she was in an acting role as beauty director, so I came across to work underneath her and it was fantastic to work with her again. She’s got such incredible experience and knowledge and I’ve got a great respect for her. Victoria’s very thorough and has great integrity, and I think that’s very important – particularly [when you’re] starting out in the industry – to have that training. She’s very professional as well.
Congratulations on your back-to-back wins at Star Awards. How did you feel to receive these awards?
In both cases, so honoured and so surprised to receive them. Last year was my first award in the beauty industry, so I was thrilled to receive it, and then to get it a second year in a row was an absolute surprise and such an honour. It’s lovely to be recognised and so many of the girls are deserving of the award as well. It’s tricky, we all write in a different way for our readership and our writing styles are all so different because of each magazine’s style.
Where do you see your career headed from here?
I love the industry and I am completely open to any opportunities that arise. I’ve been so lucky to work at marie claire and have great opportunities while I’ve worked here and I’m continuously open to future possibilities – whatever gets thrown my way!
