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50 July 2016 | beautystorebusiness.com TRICKS AND TREATS These wicked products will draw in customers from every land this Halloween season, and help them create looks to die for. by Malena Jaime Crystals For Nails Bewitch and bedazzle this Halloween with playful, spooky nail-art designs by Crystals For Nails, featuring sparkly Swarovski crystals. SRPs: $9.95 (single size pack); $12.95 (multi size pack) crystalsfornails.com NailHür There's nothing like a fierce set of nails to complete the look of any costume. For that perfect bloodlike shade of red, direct your customers to NailHür's "Bad Blood" Stiletto Manicure. Suggested retail price: $13.99 nailhur.com Cinema Secrets Help your customers achieve cinema-caliber costume makeup with the affordable, yet high-quality Cream Palettes from Woochie by Cinema Secrets. Each palette comes with five colors and easily covers 20 faces—whether that face be a wolf, witch or gory ghost. SRP: $12.99 cinemasecrets.com Zach's Wax Fun for Halloween fans of all ages, Zach's Wax Extreme Color Gel is the perfect way to create the hairstyle your customers want, while delivering maximum hold and color payoff. SRP: $9.99 zachswax.com WITH PRODUCTS THAT RANGE FROM SPRAY-IN HAIR COLOR TO FULL FACE paint, delving into the Halloween industry can be a little scary for some businesses. Luckily, it's a sector of the beauty world that thrives on fear factor. For one thing, it provides your business with the perfect opportunity to expand its merchandise, opening the doors to costume makeup, special-effects products and much more. "For many years, costume makeup was seen as an alternative to traditional costumes and accessories in the Halloween industry," says Jon Stein, brand manager for Woochie by Cinema Secrets. "Over the previous five to 10 years, this trend has been rapidly shifting, with makeup sales at a steady increase industrywide. The shift has occurred as costume makeup has increasingly been seen as a complement to costumes, allowing consumers to complete their character and professionals to increase their bottom lines." Businesses can even leverage selling power by marketing the many components of a costume as a set; wigs, makeup and other accessories all go hand in hand. "It is important as a business to shun the idea of makeup being a secondary item, and embrace it as a necessary item to complement your costume and accessory sales," Stein says. Once Halloween is long gone, you don't even have to worry about what to do with any leftover merchandise, as the demand is there all year long, Stein says. "Costume makeup can be turned into a year-around item in areas where theatrical products are plentiful, or schools where theater programs exist. In areas where film and television production exists, special-effects makeup is always needed." Set your business apart by embracing the spooky this year and stock your shelves with a few gruesome goodies that will delight Halloween lovers of all shapes and sizes.