UCelessa Baker, uSekela Mongameli weNtlanganiso yoThengiso eSephora USA, uzimisele ukutshintsha indlela uSephora anxibelelana ngayo nabathengi, egxile ekusekeni ubudlelwane obungengobom kwimidlalo, umculo kunye noosaziwayo. Indlela kaBaker yokusebenzisana ngayo isoloko iqala ngemiyalezo yabucala edibeneyo, edibanisa uthando lwakhe ngobuhle kunye nokuthengisa kunye nemvelaphi yakhe eyahlukeneyo ukudala umanyano olungaqhelekanga nolumangalisayo.
UCelessa Baker kunye neqela lakhe baqala ukuthumela imiyalezo yabucala kwabo banomdla kuye kwiLinkedIn okanye kwi-Instagram rhoqo kusasa. “Bangaba ngabadlali abadumileyo abathethe kwingqungquthela, okanye i-CEO yevenkile yekofu, okanye umphathi wokhenketho weenkwenkwezi ezikhulayo,” utshilo uBaker, usekela-mongameli wentsebenziswano yokuthengisa eSephora. “Nokuba yimidlalo, abantu abadumileyo okanye umculo, lo gama nje sicinga ngeqabane elifanelekileyo, siya kungena kuzo zonke iinkalo.” UBeck kunye neqela lakhe bazinikele ekudaleni ubudlelwane obungaqhelekanga kobu bukumkani bokuthengisa ubuhle - imibutho edlula ulindelo. Imizekelo yakutshanje ibandakanya uthotho lweedokhumentari lweziqendu ezintathu oluthi “Musical Faces” oluveliswe yiSephora, olwaqaliswa kwiHulu ngoJanuwari. Kolu thotho, abaculi uChapelle Roan, uVictoria Monet kunye noBecky G benze imbonakalo ekhethekileyo yokuhombisa kwaye bahlola imixholo yobugcisa nobuhle. Kwakhona ngoJanuwari, uSephora ubhengeze ubudlelwane beminyaka emininzi kunye neligi yebhasikithi yobungcali yabasetyhini esandul’ ukusekwa i-Unrivaled, equka isalon yobuhle kwiindawo zeligi eMiami. Ngo-Epreli, iSephora yatyhila ukuba ifumene amalungelo okubiza indawo engama-31,000-square-foot yeqela le-WNBA's Golden State Valkyrie e-Oakland. I-Sephora Performance Center yindawo yasekhaya yeqela lebhola yomnyazi labasetyhini. Iinkundla zalo, amagumbi okutshintshela, iindawo zokuphumla, kunye neendawo zokuzilolonga kunye neendawo zoqeqesho zonke ziya kwamkela uphawu lweSephora. “Senze konke okusemandleni ethu ukufumana la mathuba okungena kwimarike kuqala,” utshilo uBaker. Zonke ezi ntsebenziswano zaqala ngokuthengisa ngokuthe ngqo (DM). Ndaqonda ukuba kufuneka silahle iinethi ezili-100 ukuze sifumane amathuba ali-10 amahle kwaye ekugqibeleni kukhokelele ekunyukeni ngequbuliso kodumo. Kwiminyaka elishumi elinanye eyadlulayo, uBaker wajoyina iSephora njengomphathi omkhulu wentengiso edibeneyo kwicandelo le-makeup. Emva koko, waphakanyiswa ngokuqhubekayo kwaye wabamba izikhundla ezifana nesekela Mongameli weNtengiso kwiimveliso ze-makeup kunye nokhathalelo lweenwele. Ekugqibeleni, wafumana ithuba lokugxila kwintsebenziswano yemarike. Indlela yakhe yomsebenzi yahlukile kakhulu. Ngaphambi kokujoyina iSephora, wayebandakanyeka kumashishini empahla yamadoda, ukuthengisa kwezemidlalo kunye nokusasaza.
Nangona kunjalo, ukungena kwiimboni yobuhlewavuselela uthando lwakhe olude lwezimonyo – uthando olunokulandelwa emva ebuntwaneni bakhe obuneenkcubeko ezahlukeneyo, obuxubileyo nobufuduki. UBeck wazalelwa kuMbindi Mpuma. Uyise ngumMelika omnyama kwaye unina ungumIran. Xa wayeneminyaka emnye ubudala, weza eMelika nosapho lwakhe. Baqala ukuhlala eSan Francisco baza kamva bafudukela eRiverside, eLos Angeles. Uyise ukwishishini lonxibelelwano ngelixa umama wakhe eqhuba isalon yobuhle. “Umama ngumthombo wempembelelo yam,” utshilo uBaker. Wayengazi ukuba ndizikama njani iinwele zam ezithambileyo nezigobileyo, ngoko ke waya kwisikolo sobuhle ukuze afunde. Ekugqibeleni wasebenza kwisalon yobuhle waza kamva waqhuba eyakhe. Ubuhle luphawu oluqhelekileyo kwinkcubeko yakhe – i-eyeliner entle, i-makeup yemilebe enzima kunye ne-blush. Ndikhulele kwisalon yobuhle kamama ukususela ebuntwaneni kwaye ndabona utshintsho lwabafazi ukusuka ekungeneni kwisalon ukuya ekuphumeni kuyo. Ndibukela umama enxiba kakuhle yonke imihla. Abafazi base-Iran bahlala benxiba kakuhle xa bephuma, nokuba kukutyelela abamelwane babo. Ngokwale mbono, ndiyaqonda ukuba ubuhle luhlobo lokuzibonakalisa, indlela yokubonakalisa amandla ngeendlela ezahlukeneyo. UBeck wafunda i-biomedicine kwiChapman College e-Orange County waza kamva watshintshela kwi-physiotherapy. Emva koko, waqala ukuphanda indlela yokugqiba izifundo zakhe zasekholejini ngokukhawuleza ngangokunokwenzeka ngeekhredithi awayezifumene - waza ekugqibeleni wafumana isidanga kuyilo lwemibutho. Kodwa into ebaluleke ngakumbi yenzeka ngexesha lakhe lasekholejini: waba nomdla womculo waza wafumana i-internship kwisikhululo sikanomathotholo esikhulu sesixeko eLos Angeles. Loo mava ayila umsebenzi wam kwaye andisa umbono wam, andivumela ukuba ndibone ihlabathi langaphandle. “Andizange ndicinge ukuba umculo unokuba lukhetho lomsebenzi, ingasathethwa ke ngentengiso kunye nokuzonwabisa,” utshilo uBeck. Ekugqibeleni waba ngumlawuli wentengiso wesikhululo sikanomathotholo soqeqesho waza wathi kulapho “wathandana khona ngokwenene nokuthengisa”. Ngaphambi kwexesha leendaba zoluntu, kwafuneka nditshintshe uhlobo lonke lophawu, ndifunde indlela yokwenza iintengiso, ndicinge ngendlela yokunxibelelana nabathengi, kwaye ndenze izicwangciso zokuthengisa kunye neendlela ezintsha zokukhuthaza. Umyeni wakhe wangoku wayehlala eSan Francisco ngelo xesha. Ngokuqhagamshelana kwakhe noSteve Harvey, owayesungula ingqokelela yeesuti kwiMen's Wearhouse, uBaker wajoyina iqela lokuthengisa njengomlawuli wentengiso. UBeck waqonda kakuhle ukuba ngoku “useSephora’s "eyadini yangasemva" kwaye waziva enomtsalane wokusebenza apho.
“Kum, le yinkuthazo – ubuhle bukaSephora kunye nomtsalane wokuba yinxalenye yabo,” utshilo. Ukwahluka kobuhle kufana nqwa nemvelaphi yam kwezolonwabo. Bukhawuleza, buphazamisa kakhulu kwaye buyakhazimla. Bunemibala kwaye bugcwele amandla. Xa ndajoyina iSephora, abantu abanefuthe kunye nabadali bomxholo babevela, kwaye babehlola indlela yokusebenzisa imidiya yoluntu ukwandisa nokwandisa imiyalezo yabo yokuthengisa. Oku kuyachulumancisa kakhulu.” Xa uBaker kunye neqela lakhe babefuna amaqabane anokubakho, wayesoloko egcina injongo enye engqondweni: Ubuhle bunokuba njani ibhulorho yonxibelelwano phakathi kwabantu? Iimpawu – kunye nabathengisi – babafikelela njani abathengi apho bakhoyo? “Kule mihla, amava abathengi afana namava apheleleyo,” utshilo. I-funnel yexesha elidlulileyo yayikukuba, “Ndiza kukuxelela ukuba ndingubani kuqala.” Emva koko ndiza kubuya ndikuxelele into esiyenzayo, ukuze sikutsale ngeemveliso zethu ezikhoyo. Okokugqibela, ndiza kukukhokelela evenkileni. Kodwa imeko iyatshintsha. Ukubona abathengi besebenzisana neebhrendi ngeendlela ezahlukeneyo, iibhrendi kufuneka zibe kuyo yonke indawo. Ngenxa yesi sizathu, uBaker uhlala efuna ubudlelwane obungalindelekanga nobuphazamisayo - obufuna utyalo-mali olukhulu kwimidiya - kwaye ungena kwi-imeyile ekwabelwana ngayo yeqela ukukhangela abathengi abanokubakho: abo banokukhokela iithrendi, babeke iithrendi, okanye babe nefuthe elihle kumoya weThe Times ngamazwi abo nezenzo zabo. Oku kusenza sikwazi ukwandisa ishishini lethu ngaphaya kwabathengi bobuhle bendabuko kwaye sinxibelelane nabaphulaphuli bethu ngendlela eyahlukileyo. Andingomntu nje othanda ubuhle, kwaye kunjalo nabathengi bethu. Yingakho iSephora kufuneka ikhonze abathengi "kuyo yonke indawo". Le yintsingiselo yentsebenziswano. Inkolelo yam kukuba ixabiso lakho lixhomekeke kwisivumelwano osenze ngexesha elidlulileyo.
Ixesha lokuthumela: Agasti-22-2025
