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2 October 2016 | beautystorebusiness.com See the latest enewsletter products See the latest BSB Instagram posts Read the latest BSB tweets Read the latest BSB Facebook posts On The Cover Many MUA, Jeffree Star and Patrick Starrr. Photography by Armando Sanchez. Art direction and photo retouching by Michael Block. FEATURES 6 Capturing the Mature Market The fast-growing over-50 crowd wields impressive buying power— but when it comes to speaking their language, marketers may be missing the mark. By Tracy Morin 18 It Takes Two Learn how to collaborate with social media infl uencers as they play an ever-bigger role in brand marketing strategies. By Malena Jaime MERCHANDISE 32 Brush Up on the Basics From cheeks to eyes to lips, we've handpicked the best brushes and bundles for a fl awless face—and the cleansers to maintain them. By Karen Wilhelmsen COLUMN 14 Skincare Spotlight Eye Creams: Do we really need them? By Ada S. Polla DEPARTMENTS 50 CEO Spotlight Hollywood's go-to golden girl, Monica Blanco, launches Golden Runway. By Breanna Armstrong 68 Focus On … Fall Nail Colors Who says fall hues have to be hum-drum? For mani mavens this season, the rainbow is up for grabs. By Ann H. Carlson Beauty Store Business (ISSN 1098-0660), October 2016 Published Beauty Store Business (ISSN 1098-0660), October 2016 Published monthly by Creative Age Communications, Inc., 7628 Densmore Ave., Van Nuys, CA 91406-2042. Subscriptions: US $24 per year; Canada $60 usd; other international $80 usd. Periodicals postage paid at Van Nuys, CA, and additional mailing offices. Canadian distribution publication agreement no. 40798037 – Beauty Store distribution publication agreement no. 40798037 – Beauty Store Business, 6915 Dixie Rd., PO Box 2601, Mississauga, ON L4T 0A9, Canada. POSTMASTER Send all UAA to CFS; non-postal and military facilities: send address corrections to Beauty Store and military facilities: send address corrections to Beauty Store Business, P.O. Box 1072, Skokie, IL 60076-8072. IN THIS ISSUE 4 Editor's Note 54 New Products 56 News 64 Calendar 67 Ad Index 68 CONTENTS October 2016 Vol. 22 No. 10 18 24 All Hail the Queens The makeup industry gets a makeover as Jeffree Star, Patrick Starrr and Manny MUA beat the odds by defying gender roles—and look good doing it. By Karen Wilhelmsen 42 A New Beauty Kid in Town Crème Collective continues its meteoric rise as a boutique beauty products distributorship. By Katie OÕReilly 32