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Apply it to clean lips and leave on at least fi ve minutes, rubbing gently back and forth with a fi nger or a baby's soft toothbrush. My clients are believers, and they love this simple formula for softer lips. Extra Care Some of your clients may require a little extra TLC when it comes to lip repair. Lip damage and fi ne lines around the mouth often go along with other skin conditions caused by smoking. I see smokers, both men and women, as a neglected market waiting to be tapped. Address their needs with moisturizing lipsticks and lip balms, creams, lip conditioners, and serums. Vitamin E and green tea are both good ingredients to use with this group. Clients with sun-damaged lips are another big concern. When I moved to sunny Florida from New York City, I was in for a rude awakening. I see all types of skin conditions affected by sun damage and have had a bout with skin cancer myself. Now, I am never without a lipstick or lip conditioner that contains sunscreen. Remind your clients to always use a sunscreen on their lips, as well as on the rest of their face. Your male clients may also need extra care when it comes to purchasing and using a lip balm. Did you know men get cancer of the lips more often than women? In my makeup studio, we created a retail lip balm aimed at men, called Hello Handsome. Men are attracted to the name and have fallen in love with the product. Even men who are not regular clients often ask their wives to pick one up for them. We also offer a matching balm called Hello Gorgeous for women. In Your Retail Area Lip items are often the easiest products to sell. Make sure you're marketing your products for the best results. Create lip kits, and place products in see-through packaging or attractive cosmetic cases. A clever packaging and display idea is a red basket (maybe even lip-shaped!) fi lled with lip products, wrapped and ready to give as gifts. Of course, have unwrapped samples with the display, too, to show off what's inside the gift package. This works year-round, and even if the client is buying it for herself, the gift wrap adds a special feeling to her purchase. My makeup studio has been very successful with this idea. On the counter, feature some framed before-and-after photos of clients' lips (taken with your clients' permission, of course). If you are just getting started with lip services, use yourself or a friend as the model for before-and-after photos until you have some good client results to show off. Or you could use a more general picture of a pretty model, with focus on the lips, to display alongside your lip products. This sort of imagery on your countertop will also help call attention to your lip services when a client arrives or is at the counter to book a new appointment. One retail product that is a very good seller in my makeup studio is Smith's Rosebud Salve. While the Rosebud Salve is a mass-market product, it has been around for more than 100 years (it was fi rst made by an old apothecary), is a celebrity favorite, and comes in a vintage tin that is visually appealing. Clients love it and just have to buy it. Create a tester display with a mirror, products, and disposable lip brushes where the client can experiment. No matter what kind of tester products you have in your retail area, make sure they are displayed in a way that encourages the client to look, touch, and try. Wear lipstick or lip balm yourself. It makes a difference. Just as you cannot sell good skin care without your own complexion looking healthy, you cannot sell lipstick, gloss, or lip conditioners without your own lips looking soft and alive with a dash of color. So, go ahead, "kiss and make up" when it comes to this neglected area. When your client's lips are just as happy as her skin, the results will make you both smile. Noreen Young is an internationally known makeup artist, author, speaker, and educator. She is the owner of NYC Makeup Studio in Jacksonville, Florida, and also markets her own line of beauty, makeup, and skin care products. Contact her at 904-739-2560 or visit www.noreenyoungpro.com. Get connected to your peers @ www.skincareprofessionals.com 21