You may not know his name or his face, but the cream of French cinema and many cosmetics players swear by Carl Ganem.
With a "C".
It is he who, for fifteen years, has been working behind the scenes of our Prix Beauté Stars to make it a one-of-a-kind event.
It was he again who held Catherine Deneuve's arm during the funeral of Gaspard Ulliel, his great friend.
Behind the faithful confidant with the endearing personality, there is also a great pro who runs Nice Work, one of the most influential public relations agencies in the sector.
Back on a course without faults.
winning spirit
A marketing DESS in his pocket, the young Carl dreamed of fashion, but his first steps led him to Elizabeth Arden who, at the time, owned the perfumes Fendi, Valentino, Chloé, Karl Lagerfeld, Calvin Klein... When these latter went under the flag Coty, the ambitious young man launches and creates Nice Work, in 2002. And Coty will be his first customer.
He still is.
The beginnings are humble.
All alone, with a telephone, in an office on the ground floor sublet to a friend... Twenty years later, the agency has 25 employees and manages 40 beauty brands for the press and the influence, eight people dealing full-time with digital (in particular for Fenty Beauty, Huda Beauty and Charlotte Tilbury).
Why
NiceWork
?
Because of an American saying that says “Nice work if you can get it” (“A good job if you can get it”).
But also out of modesty: "I didn't want to put my name forward", confides this very secret agent.
To listen:
Scandals
, the podcast of
Madame Figaro 's editorial staff
Quickly, he turned to the international, at a time when the Anglo-Saxon houses had no interlocutors in Paris.
And pulls out another winning card: celebrities.
At the dawn of the 2000s, brands did not yet have an integrated event service, social networks did not exist… But Carl was born in the right place.
The parents of his classmates are called Sardou, Ardant, Deneuve, Balasko, Depardieu… Which allowed him to create strong and personal ties with a number of talents.
His sense of celebration and listening does the rest.
He attracts celebrities to Louis Vuitton, Yves Saint Laurent or Cartier events, distributes beauty products to his friends… Word of mouth – the TikTok of before – provides after-sales service.
In 2007, during a dinner with Emmanuelle Béart and Anne-Florence Schmitt, editorial director of
Madame Figaro
, the idea of the Prix Beauté Stars was born.
Celebrities love cosmetics and, by virtue of their profession, have a very specific opinion on the matter.
Why not have them vote for their favorite products?
Since then, 145 actresses, actors and personalities have played the game with enthusiasm and have crowned dozens of winners during memorable ceremonies, rich in strong moments.
In video, Beauty Stars 2022: episode 1 -
Downtown Abbey
vision ahead
The secret of his success?
“Remain yourself and respect everyone”, assures this fine psychologist who works to treat everyone the same way, from the novice journalist to the CEOs of brands, passing through the stars of the big screen or the capricious influencer. .
He also knows how to stay in his place, without ever forcing the relationship or the tempo of the stars he rubs shoulders with.
And, in twenty years, he has experienced changes: “Before, twenty brands were the rain and the good weather of the beauty sphere, he underlines.
They are hundreds today.
Everything accelerated.
First with the arrival of exclusive brands at Sephora, then social networks… Three years ago, TikTok did not exist.
Today, we wonder what place the metaverse will take.
But the Internet will not kill the press.
The first brings the
information.
The second, culture.
Prix Beauté Stars 2022 for "Madame Figaro": The results of the votes in pictures
In images, in pictures
See the slideshow16 photos
See the slideshow16 photos
