Makeup seemed difficult to apply and was really only for the confident woman, or one that had an experience with a beauty consultant to at least get looking half decent.
Today, the consumer has so much knowledge… They already have basic application knowledge and a look in mind they are going for.
Awareness is heavily pumped to us via social media and digital sites showcasing endless beauty looks and products and often application advice. Because of this, consumers shop smarter.
They might be selective – because they now know, they don’t need, or won’t use half of the products that used to be sold to them – but they purchase key items that help them build/create the look they like.
What does that mean for the Beauty Advisor? Sell with your ears, not with the consumer’s wallet in mind. We must listen to key concerns and needs, rather than thinking only about the potential dollar value.
I remember an old trainer of mine, very early on in my career, saying: “The more product you show the customer, the more they will buy”. Just keep link selling until they say stop, basically…Can you imagine that today?
Beauty retail today is much more about direct questions, rather than the old school makeover style of selling, with no education and ‘just make me look beautiful’, which they then cannot re-create themselves at home.
Women of today don’t want to look down after a makeup session and see a stack of products in front of them…it’s confusing, looks expensive and seems way too hard for the time-poor. They would rather see 5-6 key products that get them through the day and then could be altered for nightwear.
A true makeup artist has been multi-tasking for years, aka ‘customising’. Mixing products, textures and shades together to make a new look to products and using a single product, on other areas of the face to get more use out of it. By doing this you are gaining value for money and less weight in your makeup bag – It’s a win win!
If you can cover all of your customer’s concerns/needs by listening, then prescribe her key products with added benefits, like being used on other areas of the face, you gain trust and sales are instant. She too will feel like a makeup artist, her costs are lower, but she’ll buy more in one purchase, as it seems so achievable.
You also want return business; so don’t give all your secrets away in one session.
Use on highlight points under foundation for instant glow and a more realistic skin look, as well as using it over foundation.
All over face glow, under cheekbone contour and shade tone/base for eye lid/socket.
WARM TONE BLUSH
Peach is big right now, use your peach blush as a mobile eyelid pop.
This tone is the best base shade for eyes, but can be great (if matte) as an eyebrow powder.
Perfect for lips as well as a cream blush.
SOFT METALLIC EYESHADOW
(loose or compact) Perfect in a light shade for highlighting.
SOFT PENCIL EYELINERS
(and Gel Pot Eyeliners) Great to add strong definition to the outer lash line, but also a great smokey eye when smudged and blended in.
When in nude/brown tones, perfect for a very soft, natural eye definer or blended smokey look.
Have fun, be creative and don’t take your customers for a ride, they are smarter about today’s world of beauty!
By Michael Brown
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