By Shayna Mace
You wear a variety of hats as an editor and beauty brand consultant. What do you do in each of your roles?
I do NewBeauty’s special assignments which includes their TV segments, blogger events, interviews and videos. I represent NewBeauty in segments on the TODAY Show, Good Morning America, CNN, New York Live and more. It’s interesting to take a topic and then try to curate it for a three-minute slot and provide product and information and also be entertaining and engaging with the host.
In the past I’ve created product lines all the way from conception to being on the shelf. The first product I launched was glotherapeutics, which is for professional use, available through spas, plastic surgeons and dermatologists. I have also worked with natural hair and makeup companies to define their messaging. And I do consult with doctors and spas [on how] to brand and market themselves.
How did you first get started in this field?
Well, I grew up in Hartland. I started to work at a holistic health spa called Vesta in Nashotah. (It has since closed). I started working there in high school, and it became this job that I loved, so the owner suggested after high school I go to school to become an aesthetician. So I went to the Aveda Institute in Minneapolis. I came back to work at Vesta and do facials and manage the business. I had a love for the industry and wanted to do more. I started working as an independent contractor for brands … which [also resulted] in meeting the editors of NewBeauty.
Why did you decide to stay in the Midwest instead of moving to the East Coast or elsewhere where a lot of your work is?
There’s the parenting side of things (Eggenberger has daughters that are two and six years old) that you have to take into consideration and we live on the lake here. It’s a great lifestyle for us and it’s something we can’t replicate anywhere else. So, that’s the reason I stay here and fly out for consulting. I travel about two to three times a month.
You’re so knowledgeable about the product formulations of skincare, hair and makeup lines out there. What’s your best piece of advice for cutting through the clutter on what to buy?
The best way is to first look for the brand’s value that aligns with your beliefs. If you’re looking for something more clinical, or something with a “clean” approach, decide that first and then you can narrow down your search. From there what key attributes are you trying to change with your skin? Is it fine lines, wrinkles or acne? And then find a brand that specializes in that. And, very important: stick with a program long enough to see the results.
