Beauty -MineralMake-Up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . minerals Inthemoodfor
Whilst many clients may have heard about, or have been briefly introduced to mineral make-up, they are often only educated on the decorative uses in the run- up to special occasions such as weddings or proms.
This means that most salons and mobile therapists are missing the opportunity to cross-sell mineral make-up as an extension of skin care and post treatment aftercare.
For those of you who are guilty of this, or who are completely new to minerals, it’s vital to understand why mineral make-up is the perfect complement to your beauty offerings; you see the thing that makes mineral cosmetics so unique is what’s in them, or more importantly, what isn’t in them.
Made from micronised minerals which have been purified and crushed into fine powders or liquids, generally speaking they contain no talc, dyes, synthetic fragrances, irritants, preservatives or chemicals. Instead, they tend to contain ingredients like Titanium Dioxide and Zinc Oxide, which provide natural UVA and UVB protection (generally between an SPF 15 and 20), Green Tea and antioxidants for their anti- ageing properties.
The inclusion of such ingredients means that not only is mineral make- up a useful treatment to hide and eliminate certain skin imperfections while allowing the skin to breathe, but it also aids in healing and protecting the skin after treatments such as waxing, microdermabrasion, Laser therapy, cosmetic tattooing and plastic surgery.
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Another key selling point for mineral cosmetics is that they offer flawless, long-lasting coverage with minimal product application, which has led to them becoming favourites for both make-up artists and celebrities alike.
“Mineral make-up is the fastest growing segment in the cosmetic industry,” remarks Jane Iredale, creator of jane iredale – The Skin Care Make-Up. “It has left behind its medical image and now embraces the red carpet celebrity.”
So, with various celebrity endorsements bringing mineral make-up to the forefront of your clients’ minds, why not take advantage of this essentially free press and introduce your clients to the benefits mineral cosmetics have to offer.
Try before you buy
One way of doing this is to hold a launch event, inviting clients to immerse themselves in mineral cosmetics for an evening, or a few hours during the day.
Turn the page to see a selection of the latest mineral make-up products available…
These types of promotions offer the ideal opportunity to gain good publicity for your salon and attract new clients, especially if you ask your current clients to ‘bring a friend’ along.
Furthermore, it gives you the chance to educate potential customers on the skin care advantages, application techniques and the versatility of your mineral range through workshops or demonstrations, whilst encouraging clients to try out colours and textures for themselves.
Tie this in with the potential to receive a small discount of say 10% for all purchases made on the evening to entice clients to part with their hard- earned cents and hopefully, once they’ve tried it, they’ll become hooked like many of the mineral skin care fans who have already made the switch.
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