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Fall Color Preview 2013: A Multitude of Moods
By: Kristen Wegrzyn
Posted: September 3, 2013, from the September 2013 issue of Skin Inc. magazine.
The rich Carafe can be used as an alternative to black around the eyes for an organic, back-to-nature look. Makeup, Donna Mee/DonnaMeeInc.com; photographer, Gary Lyons; model, Rachele Schank/Women Model Management
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Trends are often quickly fleeting season-to-season, even though they have the opportunity to become classic, or at least stick around for a few more months. For example, Emerald was an identified trend color last spring, has carried over through summer and is sticking around for autumn. However, since most trends do change after several months, you have the opportunity to freshen up your retail and marketing tactics each time they do. Although clients will not always be interested in the newest trends, most women do want to make additions that will keep their look current and fresh, says Elgueta.
Farace holds events and promotions during the spring and fall to expose her clients to the newest styles. Her presentations are usually brief, and she spends the time updating her clients on current and upcoming trends. To market events and promotions, Farace sends out e-mails, posts on social media and creates a small display in her skin care facility to create interest. Trends off the runway can be difficult to incorporate into everyday life, but Farace recommends beginning by focusing on what the client is comfortable with, and how much they would like to add into their makeup wardrobe during the upcoming season.
Farace uses visuals and images as marketing tools, showing her clients looks she has created and demonstrating how trends can be incorporated into their everyday looks. She also recommends that professionals wear the on-trend looks so clients can see how they can be customized to the individual. Chang-Babain emphasizes that, although trends are valuable, it’s important that your clients feel their best, noting that talented makeup application can empower clients to feel confident no matter the affair.