Krista Hammond has had an expansive career in beauty, working for top industry names such as The Estee Lauder Companies, Parfums Christian Dior, Limited Brands, and L’Oreal. Now teaching the Beauty Marketing & Promotions course at LIM and running her own marketing firm, Atlantic Independent Consulting, Krista is using her experience to educate the next generation of beauty professionals.
How do you integrate your professional experience into your classes at LIM?
I believe my professional experience is crucial to be able to teach Beauty Marketing & Promotions, and I draw on all the practical aspects that I worked with daily, translating them into relatable modules for the students to easily connect with when they go out into the beauty world for their first positions.
The beauty world is complex and constantly changing, and I want my students to know that. I always keep up to date with and communicate what is going on and how customers are shopping. Beauty is being presented to customers in all different retail formats, so I always ensure that my students see beyond how they shop to understand all customers' perspectives.
Discussing things with the students and valuing their opinions on how they view beauty is important. My classes are full of discussions, questions, and everything related to beauty today.
What is your approach to teaching?
I want my students to love the world of beauty as much as I do and be able to see a vision of themselves working in beauty. I like the practical, hands-on approach to teaching where my students can be part of the discussion and be involved in the outcome of the projects. I like to supply lots of resources for students to read in their own time and create assignments, discussions, and projects directly related to the topics we are working on.
How do you create a sense of community and encourage interaction among the students in your virtual classes?
It is a lot about posing questions on subjects they are interested in to get them talking and answering questions. I try to blend new lesson information with trends and topics I know they like, and then we get into discussions easily. I also encourage them to challenge me with their opinions. I like to hear their point of view on things we may not always agree on.
What makes LIM different than other schools?
I like the feeling of family, team, and togetherness. Everyone is here to help, and if you need something, you can ask, and someone will help you. This seems to be a staple at LIM, which differs from other schools I have taught at.
What are some ideal characteristics of a successful fashion business professional?
Have confidence in your ability to know your subject matter and always be current on trends. Be on time, understand your surroundings and your team (read the room). Don't be afraid to contribute ideas, be humble, and always be kind.
What are some emerging/in-demand career paths in beauty?
We need more young people in the beauty product development section focusing on clean, sustainable development of beauty brands and products. Of course, the social media segment will continue to pull marketers into their realm for the foreseeable future, so that is a path that’ll always be open as well.
What advice do you have for students who may be interested in launching their own business?
I would ask them: Do you see yourself bringing your idea to life as your passion? For first-time business owners, you must have a passion for going the distance. I would also ask them, did you look at your competition? How are they doing? Is your idea better? If yes, then you should be making plans!
