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The New Alchemy of Multitasking Makeup
By: Emily Katz
Posted: March 28, 2011, from the April 2011 issue of Skin Inc. magazine.
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Complexion. “Primers and illuminators serve even more than two purposes,” explains Morris. “Lately, foundation primer can include hyaluronic acid and peptide complexes infused with natural botanicals. Some also create a velvety, mattifying and anti-acne treatment via the infusion of oligopeptide-10, a specific acne-fighting, collagen-enhancing amino acid.”
Another common complexion product that is beginning to include skin benefits is blush. Now, a cream blush not only adds color, but also includes a skin-plumper or -brightener to treat while luminizing concealers and bases.
Marketing multitasking products
If you do decide that these multitasking cosmetics have a place in your spa, the next step is marketing them to ensure they are a profitable addition. Often, an event is a great way to introduce clients and consumers to new products and services. Education combined with curiosity are what drive consumers to discover new products that can work to simplify their lives. Consider holding an informative event in your spa featuring a product demonstration. Be sure to market this and other initiatives to your community through cross-promotion with other local businesses and by using social media to get the word out. This is a very good way to connect with clients and consumers, and show them what the product does before their very eyes. Or, make it less of a formal teaching/demo and have a tea party, coffee gathering, wine and cheese event ... whatever combination your clients will respond to—and be sure to make it fun! When clients can get together and see the visuals and compare notes, they generate excitement with and for one another. There is no better recommendation than another woman saying: “Wow, that looks great!”
It is important to determine if your clientele is more cosmeceutically oriented or color-oriented. Do they come to your spa for facials and rarely makeup applications? Are you and your staff well-trained and -versed in lovely makeup applications? Many women have concerns about not looking like themselves after a professional makeup application, so make sure you are up-to-date in the latest techniques and applications.
Consider adding a new service on to one of your menu facials to encourage clients to investigate and feel what these new products can do. Although many subscribe to the belief that no makeup should be applied after a facial, some clients who head right back to work can have a bit of ruddiness. This can be an opportune time to show them how fantastic a tinted sunscreen can be. Often the thought of a product, such as a foundation, can be out of the question for someone who never uses it. However, if she is an advocate of sunscreen and antioxidant products, you might help her discover that today’s foundations are not the masklike, gloppy ones of the past. You may not easily get through to this client with a direct sell approach initially, but seeing is believing, right? When the products are applied for demonstrative purposes—especially in a no-pressure arena—interest can escalate. On the other hand, when you try to introduce women who already love their current foundation to a multitasking alternative and they resist, try moving on to a concealer or blush. Reinventing the wheel may not be what a client wants, so consider simply adding something new or more beneficial to her regimen. When a multitasking product can simplify her life, she may be more likely to take the plunge.