Our much loved and
respected Global Creative Brand Consultant, James
Winner Best Wellness
Experience GQ Grooming Awards 2018
How long have you been in the
industry, James?
This year
marks 20 years since I started in
the business, and what an adventure it has been so far. When I started off,
‘fake tans’ as they were known then really only consisted of one product: a
lotion, with a colour guide. Since then the products, and my life, have changed
beyond recognition. I’ve gone from being at entry level to now being in a
really lucky position, but it has been a bit of a rollercoaster. My one tip:
the harder you work, the luckier you get!
How has the world of self tanning
changed?
From that
single formula, to just a few brands, the market has grown at such a fast pace.
I think that reflects what has happened in the beauty industry as a whole.
Twenty years ago, it was an extra to fashion, but now it is definitely an
equal. Now we have a British Beauty
Council, just as fashion has theirs. Our beauty ideal has certainly
changed. When I was starting out, it was a really exciting time as names such
as Jennifer Lopez, Beyonce and Gisele
Bundchen were really getting noticed. Now self tanning is a really
sophisticated business, and has left behind any criticism it used to receive.
In 2019, fashion-driven clients want a portfolio of tanning looks for different
occasions and they also want self tanning products packed with skincare
benefits - brands have to bring their A game to keep up!
Fake Bake and you - the perfect
match, natch?
I’ve always loved the brand and really respect what the
team has done to create something bespoke, which is also attainable. I also
admire the fact that Fake Bake has
stayed an independent brand - this
means they really do stay in control of everything from the drawing board with
new products right through to the customer. Fake Bake is a really democratic brand. They really listen to
customers and if a new formulation is tested, it has to be extra special to
make the cut. I get to work with A listers, of course, but as such a fun brand
I get to meet a really mix of names. I’ve loved working on Dancing On Ice, for instance, I enjoy giving masterclasses, and
naturally, I use the brand with clients who come to see me personally. There is
never a dull moment! I love that Fake
Bake was the first self tan brand
to really embrace the sun safety message, too, with their Save Your Skin campaign. As a message, it’s still vitally
important.
Social media - your thoughts?
I know it
has its drawbacks but I think it has been really beneficial to the industry.
Now I don’t just collaborate with actresses and models, for example, but
influencers and bloggers, too. One of my favourite names, The Real Fashion Blogger, is an absolute dream to work with, as
young women really relate to her. Of course, I love my aspirational glossies,
but I think social media gives beauty lovers a chance to connect, swap ideas
and show off their work, too.
How has self tanning changed for
boys, then?
The male side of the beauty industry is
absolutely on fire right now! When I first started out, David Beckham simply changed how men saw grooming. He really did
start something, and over the past two decades the industry has started to
embrace the male further. I am really honoured to work with legendary model and
designer, David Gandy, regularly,
and also standout stars such as Oliver
Cheshire. And I have to give credit to the reality guys, as they have really
made it acceptable to take care of your appearance. Guys who get tanned for the
first time are always pleasantly surprised with the results, and repeat book
sessions. They now self tan as part of a whole regime. My thought is that
everyone deserves to look and feel their best!
You were recently at Professional
Beauty talking to guests about Fake Bake and your pro tanning tips - how did it
go?
I relished
every minute of it! I love going to
Professional Beauty as the industry is always bringing out new innovations,
and I can’t resist having a browse! The feedback I get from therapists is how trusted the Fake Bake brand is. The
legendary Jim Doc, who has been with the brand since day one, is a huge
part of that. He’s definitely my go-to guy when I want to talk formulations and
equipment. For me personally, it’s great to meet new therapists who are just
starting out, and to talk with them about the brand and their own aspirations.
Any advice for aspiring future industry
stars?
It’s great
to be competitive but try to concentrate
on what you do, and do it well. Stay curious
- it’s easy to get stuck in a rut and clients are so savvy now, they demand
the very latest products and services. Work with a specialist brand who are experts in their field - Fake Bake provide back up every step of
the way! Make sure you get the best
professional training and refresh your skills regularly. Don’t do your job
in a vacuum - it is great to stay
current, and know what trends and styles are about, both in beauty and
style. Your greatest asset is you -
even superstars feel vulnerable in a tanning tent, so it’s vital to be warm,
engaging and really take care of the details. Promote your work as much as you
can and be prepared to put time and effort into your career - you have to be
really committed, and don’t just take opportunities, go out there and actively seek them. And it helps to
have ambition, too!
What do you love best about your
work?
I know I
work within one industry, but it’s such a varied career. I have loved being a
part of the launch of the new Fake Bake
Tanning Water - it’s so exciting to see an idea come to fruition. It has
been wonderful to have my work recognised, of course, but as well as being a
brand ambassador, I still enjoy working with clients. It might mean getting
someone ready for the BRITs, it may
be preparing a bride for her big
day, or getting Mr. Gandy ready for
a photoshoot. It’s a tough job, as the saying goes…
As we approach International Women’s
Day, who is on your list of ladies you really admire?
Anyone who
follows me will know I am a huge Madonna
fan, which has been a lifelong devotion on my part. She really blazed a
trail. I adore Kylie Minogue, who I
also get to work with, as she’s also a super hard worker. I’m lucky to call Patsy Kensit a friend as well as a
client - I grew up watching her on screen. Lady
Gaga has broken down stereotypes and this year has really been recognised
for her work. Oh, and her Oscars tan
- my tip for the perfect summer look! I also love what Naomi Campbell is doing right now - she’s still a supermodel in
every sense but her work for British
Vogue is really inspiring. I could be here all day! I also love women who
aren’t in the limelight but are out there, really doing a spectacular job every
day. Where would we be without our mums, sisters, aunties, grandmothers and
friends? Make it a day to celebrate them, too!
Follow James on Insta
@jamesharknettofficial
You can catch James
online at www.jamesharknett.co.uk
Keep up with
Professional Beauty updates at www.professionalbeauty.co.uk
International Women’s
Day is Friday 8th March
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