Spa RETAIL: Know Your Clients' Makeup Styles

various females and their makeup looks

Just try to tear a woman away from her favorite concealer or signature lipstick—it won’t be an easy fight. Women have been turning to makeup for centuries to enhance their beauty and express their individuality, without saying a word. So, it’s a no-brainer that spas providing beauty touchups and makeovers, and selling cosmetics products, increase their own appeal—not to mention their service and retail revenues.

But just as you must offer customized skincare regimens for clients, so it’s true with beauty services and products. Spa clients come in all shapes, sizes, ages, colors and, most significantly, preferences. Are you prepared to help your loyal ladies achieve the exact looks they crave, from hairline to neckline?

Fortunately, you don’t have to be a celebrity makeup artist to effectively market cosmetics to even your pickiest clients. To demonstrate this, we’ve assembled five popular beauty looks. Then we grilled industry professionals for tips on how to market and sell each look, from the treatment room to the retail area—all while maintaining a spa-specific focus on overall care. —By Heather Wood Rudúlph

Our panel: Janell Geason, artistic director, Aveda
Philip Luque, director of education and artistry, Youngblood Mineral Cosmetics
Shawn Towne, global educator, Jane Iredale Mineral Cosmetics
Karen Bock, founder, Brushes By Karen and Colorstrokes Cosmetics
Brenda Gallagher, director of sales, Your Name Professional Brands
Annie Mayo, owner, Advanced Mineral Makeup
Barbara Panagos, founder, Brush Up with Barbara and Mineral Mine Cosmetics

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