In today’s world, we have tutorials galore, from social media and digital sites with only a few experts really giving correct information… sites like YouTube also share tips, but these come from other consumers with a passion for beauty and are not always as educational, and certainly not as personalised, as beauty advisors can show on the retail floor.
What would you rather hear:
“What would you like to purchase today?”
“So, let’s see what’s missing from your makeup bag”?
Be little educators + make everyone comfortable + start conversations = $$$
It’s important not to ‘sell’ to your clients by talking at them, but conversing with them…exactly like you would explain an exciting new product to friends. You would be passionate, giving tips and making the experience a comfortable, yet informative one.
No doubt, your friend would look into the product further and in most cases, purchase the discussed product. Word of mouth by a trusted source works much better than a sterile environment. Personalisation is now a big trend in retail…from monogramming your initials on items like phone cases and travel accessories, to your local barista knowing your name and order every morning. We all love feeling a bit special, especially when it is done in a very natural way. Never forget how you like to feel in a situation such as a retail environment, sell how you would like to be sold to.
There are so many tools and ways to educate your client…as a makeup artist, one thing I detest in the retail world of beauty is the word ‘makeover’! Why only look good for one moment, when you can look and feel great every day?
Women come to us as experts who can guide them through trying something new and give advice so they feel like they are wearing on-trend looks that will then make them feel great, empowered and more confident.
If you perform a makeover, how will that woman know how to use her new product suggestions tomorrow or the next day? She won’t, so will unlikely purchase, and feel let down by a lack of service. Help her by showing her how to use the products.
Focus on your clients’ concerns first; use the mirror to show the difference from one side applied/corrected with the other as per normal…this gains excitement, showing the efficacy of your beauty prescription especially chosen for your client.
Keep products to a minimum for each section of the face when prescribing products - this allows your client to visualise how she’ll incorporate the new routine into her busy lifestyle.
And lastly, use face charts supplied by your brand to re-apply the makeup look designed for your client, educating her and confirming why you prescribed these products for her concerns.
Following many years of research and development, the pearly white new eye cream from Skin Physics®, EYEFIX-360®, has arrived, and it’s a game changer in the world of anti-ageing eye creams. Most eye creams either promise instant effects or long terms results; with little being able to produce both...until now.
Whether you have a high roller budget, or a shoe string discretionary spend would you ever purchase a fragrance you just don’t like…and then wear it? A fragrance is your sensory signature, it’s your lasting sensory impression you leave with the one you encounter. A woman or man’s relationship with their fragrance is an intimate bond. The scent of a fragrance allows you to be creative and individual, to create an alter ego or choose a particular persona - you choose who you would like to be that day.
Asia remains the dominant player in global skincare sales, with consumers across the continent “obsessed with” seeking to achieve flawless skin that is clear, luminous and seemingly transparent. To help cosmetic manufacturers tap into this growing trend for the appearance of glass-like, cloudless skin, in-cosmetics Asia (trade show) has announced hydration and haircare as two of these major focuses of its Spotlight On areas this year.