Modern Salon - August 2007 - (Page 50) YOUR BUSINESS Cosmetic connections Victoria Wurdinger discovers that you can compete with the cosmetic counter when you go beyond the standard touch-up. A 50 number of forces are combining to make make-up an important salon addition. Celebrities, with their personal stylists, have made imageseeking a common quest. What’s natural is forever moving up the nation’s shopping list, and as a result, mineral cosmetics are causing more buzz than celebrities-gone-wild. Then come demographic shifts. The abundance of baby boomers is causing marketers to try harder to meet their needs, and make-up that acts as a skin treatment is satisfying these choosy buyers nicely. Consumers of all ages are demanding customization and personalization in just about everything—and both are inherent in the selection and application of color cosmetics. Did we mention compact sizes, lessAUGUST 2007 wasteful packaging and double-duty products? They all appeal to the modern mindsets. When Trends Converge Multi-tasking, skin-care functioning and ecoembracing, today’s cosmetics seem to tap just about everything on a woman’s wish list. Lip plumpers, eye primers, “faux tox,” spot concealers, sun protectors, wrinkleconcealing foundations and lash builders hold promise at every turn. Science is delivering— hope in a bottle is now treatment in a pursesized, simplified applicator. Seasonal colors always cause excitement, but lately they’re accompanied by smarter merchandising, such as kits custom-keyed to eye color, lipsticks and glossers in a single wand, and bronzers that act as foundation, shadow and blush. Everywhere you turn, there’s some sort of cosmetic combination that’s just so nifty, a girl’s gotta have it. As for shade-specific trends, watch for matte foundations to move to the forefront, lips to shift from neutral to reds and smoky eyes to re-emerge as plums, chocolates, burgundies, orchids while earth tones join summer’s ever-present peaches. With so many innovations driving the category, it’s no surprise that salons owners are finding great new ways to retail cosmetics—moving well beyond the post-service touch-up. Making Up Options At Juliana’s Day Spa and Salon in Jonesboro, Arkansas, space didn’t allow a separate Continued on 52 www.modernsalon.com http://www.modernsalon.com
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