retailingmake-up
makeovermagic
Kareen Deehan explains how retailing cosmetics can help makeover your salon sales.
When we talk about skin care, the focus is usually on topical creams and
treatments.Make-up is often seen as an afterthought, but not only can it enhance your client’s regime it can also give you a lucrative new revenue stream. This is especially true in the crucial run up to Christmas. Your clients have to buy theirmake-up fromsomewhere, so why not fromyour salon?
According to Euromonitor, the UK is the largestmarket for colour cosmetics in Europe, representing 29%of growth. This is expected to increase to 36%in the next two years, so stockingmake-up makes sound business sense.
The high street offers a wide range of make-up but there is a world of difference between these and the cosmetics available in salons. “High qualitymineral brands which are sold by skin care professionals tend to be much better for the
skin.Truemineral lines like Jane Iredale, for example, are free fromirritants, synthetic dyes and harsh chemicals so they won’t clog pores ormakeAcne worse,” says Danielle Bookatz,Merchandising Manager for Jane IredaleMineral Cosmetics.
“High grademineralmake-up allows skin to breathe and function normally, and the natural pigments reflect light which creates a radiant, soft focus effect. If clients are using products packed with artificial colours and fillers it can actually undo all the good work
In-salonmakeovers can help boostmake-up sales. Image©MikhaliLapter/
depositphotos.com
their skin care regime is doing. It’s a case of educating themabout the benefits of using a purermake-up which they can buy fromyour salon,” she adds.
pickme ups
The growth of themake-upmarketmay seemstrange given the current economic climate, but it could perhaps be explained by the fact that women view it as a ‘pickme up’.Mineral make-up in particular gives an airbrushed, flawless look instantly, which creates a feel good factor, whereas skin care creams can sometimes takemonths to show results.
Stocking a good qualitymineralmake- up brand is a revenue-earner all year round, but it’s particularly lucrative
during the party season. Statistics show thatmake-up sales increase considerably fromOctober onwards as people experiment with new looks in preparation for Christmas, or treat themselves to an in-salonmakeover. Make-up sets are often bought as gifts around this time, somaximise retail opportunities by displaying themin prominent positions on your shelves. Autumn andWinter usually sees a trend towards fuller coverage and heavier make-up which also leads to an increase in sales.
An effective way to introduce clients to amake-up brand is to apply it after treatments. “We teach our stockists to do a ‘oneminutemakeover’, which just involves giving their clients a light dusting ofmineral powder to camouflage any redness and perhaps a
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