Spotlight on Sandrine Sylva

When thinking about who we would feature first, the choice was quite simple. Who could be better than our longest serving employee (17 Years) Sandrine Sylva?

When did you join BA & what is your role?

I started at Brand Architekts in 2006 and I have done many roles since then. The last couple of years I have been Head of NPD & Insights which entails everything from identifying gaps in the market opportunities to project management, product development and commercial negotiations with suppliers.

What did you do before Brand Architekts?

I have always worked in beauty. The first company I worked for was Elemis, back when the brand was born, and stayed there for 10 years. Prior to joining Brand Architekts my employer was Brody & Stone (behind T-zone).

Tell us about a recent project you are proud of?

I am proud of many projects but I would have to pick Super Facialist Clear Skin, the new Super Facialist range targeting teens and others with blemish prone skin. It is an exciting project because of the highly efficacious formulations we developed and also because we have stretched the brand to now cater to the needs of the whole family. This is also the first time we took a “digital first” approach launching on Amazon for proof of concept and rolling into retail after. The many amazing reviews are a testament to the quality of the product and I can’t wait to see the results when it launches in Boots.

What is your biggest accomplishment?

I have to pick two examples. The first one is the launch of Dr Nick Lowe in 2010. Back then derma brands only existed in prestige and Dr Nick Lowe was the first masstige brand to launch and it was a huge success, creating a new Derma-Skincare category in mass. The second project was the launch of Super Facialist in 2012, now ranked as one of the top British Skincare Beauty brands. Again, this was the first time a masstige brand delivered attributes normally associated with prestige brands. It was also a unique proposition since the brand was based on needs rather than skin type. We originally developed the brand with facialist Una Brennan and we now have Skincare Expert and Facial Therapist Charlotte Connoley as our resident Skin Expert.

What are the hottest sustainability trends?

There is a lot of development going on with packaging reduction and I think we will see more progress in that space than replacing plastic in the coming years. Another hot area is upcycled ingredients, coffee being one of the frontrunners. Finally, bio-engineering is offering innovative ways to use technology to be more careful with natural resources.

Who has had the greatest influence on you?

My first manager Oriel Frank at Elemis. She is very passionate, constantly learning and challenging the norms. Everything you do needs to be bigger than your day job. From a non-professional perspective, Michelle Obama is my role model. She is a global force of nature inspiring millions of people around the world, especially women.

Where did you grow up?

I grew up in France, just outside Paris. I came to the UK in 1993 for my studies and I never left!

Any special childhood memories to share?

I obviously have a lot of memories but I think the best ones are from all my summers in the countryside with my grandparents in the Creuse region. They owned a bakery and I loved helping out. I still remember the gorgeous smell. In the beginning, it was only me with the grandparents but my younger brother and cousins later joined and we used to go fishing together in rivers or helping in the vegetable garden.

What is your main hobby?

Probably gardening and staying fit. I often go running along the river Thames, it is not only great for my body, it allows my brain to switch off from everything else.

TV shows you love?

I really used to enjoy watching House of Cards. It was captivating to get an insight about how American politics works behind the scenes. I currently watch Maid, a poignant series about a young woman who is mentally abused by her husband and is fighting to gain control of her life.

Best book you have every read?

The Alchemist by Paolo Coelho. It is all about achieving your dreams and I have read it many times. He preaches the mantra that you should never stop believing that you can achieve anything you put your mind to, and this is something I live by and try to instil in my children.

Favourite dish or cuisine?

Yassa, a Senegalese dish made with chicken and lemon. Very simple yet delicious. My favourite cake is a “Fraisier”, a French Strawberry cake. I eat it every year for my birthday.

What is your #1 go to beauty product?

My number one product I swear by is Super Facialist Rosehip Daily Moisturiser SPF15. I could never live without a daily moisturiser.

An item you would never part with?

Perfume! I don’t feel complete without it. Depending on the mood and occasion I switch between Chanel Coco Mademoiselle, Kenzo Flower and Mitzuko from Guerlain.

Do you have a favourite quote?

Yes, my number one quote is from Michael Jordan, "To succeed you first need to fail".

Final thoughts to conclude this interview?

Personally, I hope I have inspired my children to be the best they can be. Especially for my daughter, it is hard to combine raising a family and at the same time build your career. From a work perspective, I hope I can evolve professionally and grow my level of influence in the industry. Perhaps join a professional body within beauty in addition to my day job.

Thank you Sandrine for sharing with us!