Beauty Store Business

OCT 2016

For beauty business news, beauty store owners turn to Beauty Store Business. Beauty business trends, beauty business profiles and more!

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beautystorebusiness.com | October 2016 25 Photography by Armando Sanchez, Props courtesy of Morphe Brushes and Vanity Girl Hollywood Patrick Patrick Starrr The makeup industry gets a makeover as Jeffree Star, Manny MUA and Patrick Starrr beat the odds by defying gender roles— and look good doing it. by Karen Wilhelmsen T he way your customers shop has changed over the last few years. Consumers are now turning to the advice of beauty bloggers who influence not only how they shop but what they purchase. A recent national Collective Bias survey reported that 30% of shoppers in the United States are more likely to purchase a product endorsed by a blogger than a celebrity. The survey also showed that consumers are not only consulting blogs and social media on their mobile devices prior to shopping, but they're doing it while they shop as well. As the biggest brands and stores in the industry join forces with up-and-coming You- Tube stars, it has become evident that the trusted seal of approval from notable beauty bloggers is a key component to success. Recent years have introduced beauty mavens to a new crop of makeup divas, due in part to the saturated industry. Oh, and one more thing: They're men. You heard us. Men. So, if you're going to cater to beauty blogger-loving custom- ers, then it's time to get to know these persuasive influencers. With a combined total of 295 million views on YouTube and 8.1 million followers on Instagram (at time of print), Jeffree Star, Manny MUA and Patrick Starrr are the leading boys in beauty. Their innovative makeup tutorials, application secrets and makeup lines have scored millions of hits from consumers tired of the old run-of-the mill makeup how-tos. Here, we discover the secrets to their success. the

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