Creative Space: Beauty in Action

Geek, meet chic. Beth McCabe, a Vice-President/Director of Technology at Digitas, the digital marketing powerhouse, leads a team of almost all men and works with clients worldwide. She’s a force, no doubt, but quite the bubbly blond force, with an enviable way with purple eyeshadow. She’s a pro at bringing girliness to a jeans and sneaks office environs, and transferring from redeyes to boardrooms with nary a misplaced hair. She told us her best tips.

Because my workplace is casual, makeup is the perfect way to dress things up. I usually keep my eyeshadow natural but if I’m going out at night, I’ll wear something brighter, like purple — Bobbi Brown heather on my lids with Black plum in the crease. I keep a little Bobbi Brown mini eyeshadow palette in my desk for emergencies.

I love Lancome’s Hypnose mascara because it lengthens and separates my lashes (which are blonde and invisible on their own). I also adore their Artliners, especially Smoke, which is sort of a navy and perfect for adding just a little color.

I’m constantly jetting around the country (and sometimes the world) for clients, often just for day trips! Concealer is a must when you're tired, which you inevitably are after catching a 6 a.m. flight. Givenchy Mister Light works really well and NARS Duo Concealer has both a light and dark shade, which is especially great when you have a tan and you don’t want to look like you have chalk under your eyes.

I carry a mini emergency kit in my laptop bag with: mascara, eyeliner, deodorant, toothbrush/toothpaste, a tank top, and two changes of underwear. I've known people to be stranded overnight when they were just planning on a day-trip so it's always good to be prepared.

Great makeup brushes make all the difference in the world and, if properly taken care of, last forever.

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