Samantha Grocutt is managing director of Essence PR, a beauty PR agency in Shoreditch, London.

How would you sum up Essence as THE agency your clients want to work with?

Essence is often seen as an extension of our clients own brand/marketing team; we work very closely with our clients and that helps ensure we really understand their needs and expectations.

How long have you worked there and what do you do?

I founded Essence PR in 2004; I’m a very hands on managing director and work closely with my team, our clients and the media.

Why do your clients like working with you?

We’re an agency that enjoys getting involved with our clients, and as we all really love beauty – this shines through in our passion when talking to both clients and the press. We enjoy coming up with different activities that make the client stand out and we always achieve excellent results.

What are Essence’s plans for the future?

I’m really supportive of my team and always keen to listen to ideas to help grow the business; so I’d like us to continue growing and being recognised by the industry as an agency to watch.

The next big think in Beauty PR…

I think it’s all about sustainability and being more aware of the environment and not creating unnecessary packaging or single use items.  We’re starting to see brands and PR’s be more conscious about how we send products out and how we interact with press and influencers.  Also to be more aware of others less fortunate, if you think about the new Beauty Banks project that Sali Hughes and Jo Jones have recently set up and how well they’ve been received by the industry, you realise there is a change happening and as beauty PRs we need to be part of that and champion it as often as we can.

Getting to know you

If you never had to work again and money was no object, what would you do?

I’m very involved with charity organisations already, so I expect this would continue.  I’m currently co-President of The Hairdressers’ Charity and this is an organisation close to my heart.  I’m also cat-mad, so I expect I’d do something with a cat charity too!

What’s the worst job you’ve ever done?

Not sure I’ve really had one – I’ve worked in catering, bars and offices.  All have their ups and downs but you just get on with it.

What are your hobbies?

I’ve made going to the gym a regular activity now – I go early in the morning before work.  As a PR, I’m always out and about so networking and entertaining is something I do for fun.

Who would play you in a film of your life?

Oh, no idea – not sure I’ve lived such an entertaining life that anyone would want to play it!

And finally, if you were stranded on a desert island, what’s the first thing you’d do?

Sunbathe – I love the sun 😊; oh, and then I’ll probably try to get practical for life on the island…

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