Christina Cotronis: One Girl, Many Productions

Gloria Vanderbilt, Spring 2018 campaign.

Following her successful career as a television agent at Elite Model Management in NYC, Christina Cotronis took her experience in the business of beautiful women to the business of beauty, and established One Girl Productions in 2001. She has produced work for a plethora of luxury brands, including Garnier, Hilton, L’Oreal, Marie Claire, Pantene, Saks Fifth Avenue, Vanity Fair, and Vogue, to name a few. We spoke to Christina about her career, projects and the evolving concept of beauty…

LM: You started your career as a TV agent at Elite Model Management; what spurred the switch into casting talent for the beauty industry?

CC: I felt a need for someone in my position at Elite with a beauty background and experience selling the talent. I also knew I had the edge due to my relationships with the agents and the clients.

LM: How did you build, and continue to build, your clientele?

CC: Networking, promoting, referral and producing STELLAR work.

LM: What specifically attracted you to talent casting and production?

CC: I knew I could help and source talent for clients that did not have the insight and knowledge on how to execute their creative vision.

LM: Can you give us some insight into these roles and precisely what you do?

CC: To succeed in this industry, you must love what you do and not look at it as a job. It was a passion, and I was always excited and intrigued as a young girl about the beauty industry. Not only did I appreciate the beauty aspect of it, but I also enjoyed learning where the models came from and how they managed to make their way to NY. I also knew that it would be an attainable transition from selling talent to procuring them. I also had the insight and knowledge of negotiating rates and applying my skill set for each project. I also think it is essential to start with the BEST of the BEST, and at that time, Elite was the best, and I was thrown into the pool.

LM: What are the unique challenges to your line of work?

CC: The talent can be challenging based on their busy schedules and meeting deadlines for launches.

LM: Who or what would you say has been the most significant influence on your career?

CC: I must say the vendors were always a powerful influence in my career. Servicing them allowed me to create a space of honest communication and helping them achieve their goals. I also must say the string of women I worked with were the right role models, such as Annie Veltri and Corinne Nicolas. They always had patience and made time for me to learn.

LM: Much of your work is focused on luxury brands in the beauty, cosmetics and apparel space. Can you tell us about some of your favorite or most unique projects?

CC: My favorite story was working on Garnier. The creative team shot in Montreal, and my client did not apply for visas, so some of the talent were not allowed into the country. I had to rally and find new talent that could work in Montreal without a visa.

Women have become such a force to reckon with, and every casting I work on always includes an older woman. Such as the brand I launched for ANOMALY wand, we booked Pat Cleveland.

Photo: Pat Cleveland for ANOMALY

LM: You have cast talent for beauty brands like L'Oreal for many years. How has the concept of 'beauty' evolved?

CC: I feel the industry has evolved regarding inclusivity, but this is based on dollars and cents. Brands have become open and aware due to market research. It is proven that they can drive sales for every age group, body shape, and ethnicity. The creative must align with the messaging and the strategy.

LM: How has the idea of 'beauty and age' changed over time?

CC: YES, and I love it! There is a massive space in the market for older women. Women have become such a force to reckon with, and every casting I work on always includes an older woman. Such as the brand I launched for ANOMALY wand, we booked Pat Cleveland.

LM: The fashion and beauty industries have an insatiable appetite for newness, although we see the return of more established models in recent years. What do you think has driven this?

CC: As I mentioned above, WOMEN are such a HUGE force and carry such a significant weight in the marketplace. We are intelligent powerhouses, and we need options that include context, education and results! 

LM: Tell us what is in store for One Girl Productions in the future. Any exciting projects on the horizon that you can share with us?

CC: I just completed a three-month contract for ESSIE nails which was fantastic, and I benefited from the role a great deal. I worked on 3D animation advertising, hoping this can allow me to spread my wings more in the digital space.

Interview: Linda Mateljan