FOUR years after starting her blog, Cork’s Lisa Jordan now works at it full-time, is about to be seen on RTÉ and has just launched the first item in her own makeup range.
The mum-of-one is busy juggling the various roles while looking after daughter Pearl but wouldn’t have it any other way.
In recent weeks, the main focus has been the launch of a set of four lip glosses she designed from scratch, the first product in her Luna By Lisa range.
Lisa sees the potential for a whole range of beauty products in the future but, as a trained makeup artist, she chose to start with her first love. She decided to launch with lip glosses as a customer-friendly, easy-to-use product.
“That is my background for over a decade, I trained with MAC who are a global brand and spent years working with products and different looks,” she told the Evening Echo.
“I learnt a lot about what customers love and want in a product. It was something I was passionate about.”
In a world where celebrities put their names on everything from pencil cases to food products, Lisa is adamant every element of design and testing went through her.
“It started with a bit of paper and went from there. I went to the guys I am working with now with my idea, I designed everything from scratch. It was all on me.”
Clearly passionate about her products, everything from texture and pigmentation to the wording on the packaging was carefully scrutinised. The whole process took almost a year and was juggled around caring for her baby daughter.
“It is very hard work to get it all right, to be honest,” she said.
The attention to detail paid off, with the sets rapidly selling out online. Lisa was working on three products at the same time, with the next two still to be launched. She is keeping mum on what they are but will say the next launch will be in November.
Between now and then TV audiences can see her in a new show, starting on RTÉ in mid-October.
Salon Confidential is a four-part series, also starring Taylor Swift’s Irish hairdresser Gareth Bromell.
Set in a Dublin salon, the idea is that the hairdressers and stylists not only revamp customers’ hair, they restyle their life. Lisa is keen to see how it is received.
“It is quite an interesting show,” she said.
“My role was I was doing make-up with people but interviewing them at the same time, it was a conversation. There were some interesting topics!
“It is an exciting show and I am thrilled to be part of something with RTÉ.”
The show itself has been filmed but she is currently recording promotional clips for it. In between filming, childcare and promotional work, she also maintains her blogging and social media. With close to 100,000 followers on Instagram and many more on Snapchat and Facebook, she has a lot of people checking her updates.
So how much work does it take to build that kind of a following?
“I am blogging four years and full-time about two years. Last year I was also working part-time in another job but was still putting full-time hours into blogging too.
“It is very hard work. But now this year, this is my full-time profession, it is my job.”
Although becoming a mother has been the life-changing experience it is for all new parents, she has made a conscious effort to not make motherhood the sole focus of her online life.
“I have a wide following, It is very hard not to become a ‘mother blogger’ when you have a child, because your life is the child. Pearl is very much my life now and if I could have Pearl and myself in the photos I would do it all the time.
“But I know there are younger girls and older people who don’t have their own kids and they don’t want to see mine all the time. I understand that so I change it up.
“I could be talking about food, about Netflix, about homewares, it changes all the time.”
Is there any subject she avoids?
“I don’t do fitness, that is the one thing, I am definitely not a fitness blogger!”
WITH social media stars becoming increasingly influential and popular with companies as a way to sell products, clarity around advertising is a thorny issue. Where do you distinguish the line between someone endorsing a product personally or being paid to promote it, if it all appears on their social media?
A quick glance through Lisa’s justjordan.ie Instagram account shows her clearly marking some posts as worked on in collaboration with companies such as Primark and Tesco.
But last week, the Advertising Standards Authority for Ireland (ASAI) said they had spoken to her in relation to posts on Snapchat which were not marked as ads.
A ‘stunt pod’ was set up in Mahon Point which could be used by movie fans to record a short clip that made it look like they were in a trailer for Fast & Furious 8. Lisa recorded a clip and posted about it on Instagram, marked #ad.
Lisa is frustrated with how the story was covered in some media outlets.
“It is very upsetting. No one was conned out of any money. My recent issue happened back in March and there was no talk of Snapchat. The complaint was that I didn’t have the ad on all Snaps but they were on a lot of them.”
Although the posts were made in March, it was June before she was told there had been a complaint. She went to Dublin to meet with staff at the regulator to get clarity on the issue.
“I sat down to meet with them because I wanted guidelines and wanted to have everything totally covered.
“I sat down and asked them questions because there are lots of loopholes in scenarios, ‘what if I am wearing a jumper from somewhere and it is an ad, but then next day I wear it, do I have to put ad again?’ What about in three months time?’ It is very grey and they are finding it difficult to monitor.”
She said she has no issue with following ASAI guidelines but feels it is unfair to pillory bloggers when their roles are new and constantly evolving.
“We (bloggers) didn’t know the rules because they didn’t know them themselves,” she said. “When we started out it was very unclear what was what.”
When it comes to choosing which companies to work, Lisa is led by her feel for what will interest her followers.
“I love my audience, my audience comes first. If I am asked to do a collaboration I think, ‘does it suit me, does it suit my audience?’. I turn down things. People think you agree to everything but that is not the case. I’m not going to come out with some random thing that doesn’t have anything to do with my blog.”