Issue link: https://www.ascpskindeepdigital.com/i/1174214
56 ascp skin deep november/december 2019 WHY MAKEUP SELLS To understand makeup sales, we must first understand why makeup sells. It's no secret that women love beauty products. There's nothing like the hunt for a new shade of lip color among a sea of colorful reds, pinks, mauves, and nudes. It's this same hunt that can be done hundreds of times over when the customer is looking for a lipstick that evokes a specific emotion. Some shades can make the wearer feel confident, sexy, professional, natural, or even what some women describe as "complete." The truth is, women enjoy the discovery of something new and how specific colors make us feel. Cosmetics are as accessible as buying a toothbrush, and sometimes only a grocery store aisle apart. They are available in nearly every drugstore, convenience store, grocery store, and department store. The reason? Because there is money to be made in makeup. In other words, makeup sells. With competition like Maybelline and Revlon, you may be thinking it's a market you don't want to enter, but I'd encourage you to think again. There are three primary ways you can incorporate a makeup line into your business with a profitable bottom line. You can add makeup to the end of your professional treatments, use it as a stand- alone service, or sell it for home use. THE GRAND FINALE Amy Amaral, owner of Pure Skin Aesthetic Salon in Salinas, California, says, "In school, we're taught that you shouldn't apply makeup to skin that has just received a facial, but I found a makeup line that is not only safe for the skin post-treatment, but nourishes the skin as well." Amaral says her makeup line accounts for 30–40 percent of her overall retail sales. She also credits her range of products in helping boost her income significantly and improving her service-to-retail ratio. When we consider the motivators for why clients buy makeup or seek facials, it all boils down to one thing—they care about their appearance. It is a disservice to your client to let them leave looking worse after a facial than before they came in, regardless of how many extractions or the level of exfoliation they received. Redness is often a by-product of facial stimulation and a simple one to correct by applying a light mineral dusting after treatment. "One of the best ways I've been able to sell makeup is to show clients how great their skin can look post-treatment," says Amaral. Whether you add a beauty balm, color- correcting cream, or a mineral dusting, consider adding this as a final step of your facials and making it a standard protocol. Not only will your clients appreciate the redness remedy, but they will want to know how they can purchase their "esthetician-approved" makeup. STAND-ALONE SERVICES Gone are the days where carrying a makeup line meant you only wanted to get a piece of the bridal business. There are many different reasons clients seek professional makeup services, with just one of them being wedding-day festivities. Special Event Section Consider adding a "special event makeup" section to your spa menu, an offering of a stand-alone service makeup application service. From nights out on the town, family photos, and holiday parties, to life's many celebrations, there's always a reason for a professional makeup application. A quick marketing tip: Just like fine china is only used for special occasions, be sure to stay away from calling your offerings "special occasion" makeup or you'll only be doing makeup for weddings and funerals. Redness is often a by-product of facial stimulation and a simple one to correct by applying a light mineral dusting after treatment.