Melchior and her staff take the complimentary touch-ups one step further, offering free, hour-long sessions for any client that wants to explore the Mirabella line. The sessions are offered over the phone in the confirmation calls and the salon usually has three or four clients a day who come in for the full session. She and her staff also did an event outside the salon that catered to 200 women. They did touch-ups, and brought business-sized cards to pass out that invited the women for a complimentary, hour-long, make-up session, plus 10-percent off their first purchase. The back of the card, listed the unique points about the make-up line. Melchior said it was a good, useful marketing tool.
“Gina, the other make-up artist, or I will occasionally block out time to do free touchups between 10 a.m. and noon on a certain day, and we invite clients to get complimentary makeovers. It’s been very successful and everyone that comes in, ends up buying products,” says Aboytes.
At the end of the day, clients love freebies! Whether it’s an hour-long makeover or a free touch-up, all you have to do is offer your time.
by Rosanne Ullman
As the runways present a feminine season of bright flowers and geometric prints, make-up trends are following suit with a deliberate collision of the dramatic and natural, shimmery and matte, bold and muted. It all adds up to the word “chic,” says Caroline Rushworth of Sothys USA, adding, “The look is elegant, but spirited and modern.”
There’s even room in this mix for a touch of neon, which “is always fun to play with but can be difficult to wear,” adds Alphonse Wiebelt, vice president of Being True cosmetics. “Keeping neon as an accent or accessory is the easier way to experiment with this trend.”
Spring continues the call for eye intensity, with the focus on eyeliner. Even the 1960s cat eye is not out of the question, according to Barbara Layne, owner of Academy of Makeup and Fashion in Encino, California. Black is the first line of choice, but thin it out a little, advises Karen Bock at Brushes by Karen/ColorStrokes Cosmetics. Other liner shade choices include mocha and metallics.
Keep the lid nude, go with a shimmery peach or pearly pink or bring a bold shadow to serve as the face’s single big color splash. Wiebelt suggests, “To stay modern and wearable, keep the eye shadows neutral with a sheer wash of a complementary yellow or pink across the eyelid.”
Lashes are long, and eyebrows are stepping up. ColorStrokes is showing thicker eyebrows that are one to two shades darker than the natural color.