Habits: Jaime Maser, VP, brand and PR, La Prairie

Jaime Maser, VP of brand and PR at La Prairie, discusses her morning ritual and proudest career achievement.

Jaime Maser, VP of brand and PR at La Prairie, discusses her morning ritual and proudest career achievement.

Morning ritual
Wake up at 7:30am, grab Blackberry, read e-mails, check Twitter and WWD.com for any breaking beauty news. Once at the office, I order breakfast from Dishes (creature of habit), scan e-mails, check Cision Navigator for industry moves/magazine launches, and convene with my team.

Proudest career achievement
Hands down: The Mimosa and Caviar For Breakfast La Prairie brand story in The New York Times Style section on July 1, 2010. The feedback we received from key retailers, beauty editors, and industry peers continues to provide me with momentum.

Required reading
The usual suspects Elle, Allure, Cosmopolitan, Vogue, Marie Claire, and Glamour, among others. I also look at beauty and spa-related trades, celeb weeklies, New York Magazine, PRWeek, WWD, The New York Times Style section, The Wall Street Journal's Off Duty section, fashionweekdaily.com, style.com, beautyblitz.com... the list goes on. You need to be plugged into news and trends to be an effective publicist.

First PR job
The consumer lifestyle department at Manning Selvage & Lee in Boston. I was working on Hasbro Games and the annual pre-Boston Marathon/Ronzoni Pasta Party.

Most regrettable career moment
Not confronting a former boss sooner on poor hires that impacted my team and clients.

Best career advice you've ever given
Never forget your roots, let them see you sweat, or rest on your laurels.

Favorite city to travel to for business and why
A tie between Grand Cayman and Los Angeles. Both are home to our namesake spas, so Iím in each place quite a bit. The change of weather and pace from frenetic New York City always re-energizes me.

Person to call in a crisis and why
Any of the women in a small circle of friends I met through the industry. They understand the key players and politics of the beauty world and offer great insight that takes care of the issue while saving face.

Mentor
Jennifer Bickerton (a fellow beauty PR veteran who runs her own PR business); she is one of the most well-respected and beloved businesswomen I know and has an innate ability to dispense advice that diffuses even the most difficult situations or clients.

Ideal job, if not in PR
A personal concierge service. I am often called a walking Zagat.

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