A weekly Q&A with interesting people in the Australian Media Industry
Bahar Etminan
  • Name Bahar Etminan
  • Company RESCU
  • Position Editor and Founder
  • Interviewed by Social Diary on 6/11/2015
  • Q
    Describe your career path to date?
    A
    I started in beauty as assistant to the National Training Manager for Clarins after I finished my masters then went to work in a marketing role in real estate for John McGrath, then over to Fashion as GM of Gucci Timepieces and luxury watch division for FJ Benjamin, from there I was back in beauty at Estee Lauder Group as brand GM for Bobbi Brown and Origins, then started my first business as an importer and distributor of cult beauty products and in 2009 I became a publisher and editor for RESCU.com.au which I had initially launched in 2005 as a e-beauty store.
  • Q
    What do you love about your job?
    A
    It gave me a chance to completely retrain and become a digital specialist. I love the variety, the people and the opportunities to learn new things each and every day. I also get to stay on the fringes of the beauty industry- my first love. It's the best job I've ever had.
  • Q
    And what's not so great?
    A
    There is no historical reference for how to do things. The rules and the game is changing and literally being re-invented every 2-3 months. It's hectic!
  • Q
    Describe your typical day?
    A
    What would that be? I think an ideal day is easier to describe. School drop off by 9 for my little girl, WIP with team, client meetings, events and attending launches, emails and social media, filming and creating content, school pick up, dinner, then time to read and decompress. If I'm really lucky I get to squeeze in a bit of exercise!
  • Q
    Rescu me! hit the shelves this October, what inspired you to write it?
    A
    I wanted to share the idea that you don't have to wait for a big day or a disaster to change absolutely anything in your life. Any day can be New Year's Day and it's possible and even easy to turn the ordinary into fabulous now. Rescu.com.au is focused on publishing original, curated and expert content. The book is on that wavelength but in a keep sake reference format. It's not preachy and for every single chapter, I introduce multiple experts who offer various options and ways to approach a single theme so you can choose who you resonate with. It reinforces my belief ad experience that there is no magic bullet and no 'guru' that knows it all.
  • Q
    The Rescu is described as a response to years of working in luxury goods, as opposed to an exhibition of your life, can you expand on this?
    A
    I am not all over the site and I don't have a celebrity agenda in publishing the site. I am creating and publishing content for myself and my cohorts. There is a real need and genuine interest outside of the me me me culture that digital can breed. I'm more present on our social and youtube platforms, and I set the editorial tone and context, but the site is all about the expert contributors across each content vertical. I like to keep it positive and hopefully also elegant and approachable. There's no 'I' in RESCU and there is no snarky tone. She's like a wise, glossy and generous best friend or older sister. I hope that if you read a story on the site or a chapter in my book, you will feel informed and confident to start a conversation about that subject at a dinner party or with your colleagues, safe in the knowledge that what you read is true and reliable.
  • Q
    What is the most notable experience that you have had working in the beauty industry specifically?
    A
    I think people who work in the industry are exceptionally fun, feisty and resilient. I love that despite the competitive nature of the industry, there are deep and long standing friendships amongst a lot of us. I have been surprised and touched by the support I have had for the book. It's just the best industry I have ever come across for that and it's so so fun.
  • Q
    What advice would you give to someone starting out that wants to develop their own lifestyle site?
    A
    Publish what you love and believe in. Don't try to be all things to everyone and don't be self-conscious. A lot of people want to start off perfect. A perfect site, 50,000 social fans and a gorgeous office. I say just get up and blog. Don't worry about perfect anything because it will just delay the start. Your style and aesthetic will develop naturally and over time, and really no one cares or notices the imperfection like you do.
  • Q
    What do great PR people do?
    A
    Take the time to find out what you publish and pitch to your need/ style and audience.
  • Q
    What do bad PRs do...
    A
    Send blanket emails and call you to follow up on a press release they sent less than 24 hours ago.
  • Q
    How has social media altered your job since the days when you started out?
    A
    I think made it easier on some levels to push out the content of the site and to have different voices and styles extending from the mother ship. We have a different strategy and audience for the site, each social media platform, Youtube and our EDM data base. When a picture can replace a 1000 words, literally, it's a game changer..
  • Q
    Do you enjoy attending industry events?
    A
    The social element is great as we are often all very friendly and some events are truly stunning but I don't think they are always helpful in getting good content or for understanding a brand better. Unless it's a brand we are working with or have a relationship with, I find it expensive and difficult to be out of the office for 2-3 hours and early morning events before work are out of the question for me.
  • Q
    The media landscape is going through a period of dramatic change - where do you see it in 5 years?
    A
    I think despite the predicted domination of Facebook news delivery function and deals, and native content pieces out numbering unsponsored content, I think micro publishing and specialisation will win. People will want absolutely curated content, news and info-tainment experiences. Video and ultra customisation will be key and click bait will calm the f*&%k down.
  • Q
    If you weren't a writer and the editor and founder of RESCU.com.au, what would you be?
    A
    Maybe a professional speaker. I love public speaking and presenting so I think doing it full time would be wonderful. I also quite fancy myself as a vlogger! Speaking is more natural to me than writing.
  • Q
    Your Instagram/ Twitter?
    A
    Twitter: @RESCU_
    Insta: @rescu.com.au