Beauty Store Business

JUN 2017

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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36 June 2017 | beautystorebusiness.com Makeup Musings Glitter has taken over and become a focal point of makeup looks in a way we have not seen before. Celebrity makeup artist and formulator Pat McGrath launched her glitter makeup kits last year and continues to debut new shades every season. She has made it simple for consumers to create her signature glitter lip by selling kits containing everything needed to achieve the look. From lips to underliner, glitter brows and more, there is no place glitter has not made its mark. With unique formula- tions promising ultimate shine and little to no fallout, it's no wonder we are all obsessed with this sparkling, magical material. Keep your eyes peeled for the upcoming glitter highlighter trend, a must for those summer festivals. SHEET MASKS Another forecasted trend pertains to skin care more than makeup—but you shouldn't overlook it. Facial sheet masks have hit the U.S. in a big way. From wet product-infused masks that promise to hydrate, lift and firm to gold-infused undereye patches that eliminate dark circles, there are even jelly lip masks now that claim to plump lips into the perfect pout. These quick-fix masks are the perfect prep for makeup application and give your daily skincare routine an extra boost. For your on-the-go customers, sheet masks are the perfect travel companions to provide that instant pick me up—and you don't wash the product off. During a recent visit to Cosmoprof Bologna, I was surprised at how many companies were launching these miracle masks with outrageous claims. I bought many to sample and am happy and surprised by the results. Even if skincare items are not your store's specialty, I would recom- mend bringing in some fun, inexpensive sheet mask options for customers as a prep step before they apply makeup. With the long list of trends cycling in and out, the good news is consumers are becoming more concerned about makeup and getting educated about trends, fads, essentials and formulations. As much as I love an overly glamorous makeup look, I am happy to see that a more natural approach to makeup is returning to the spotlight. Stocking a solid selection of trend-forward items at different price points is key to keep your different demographics interested and purchas- ing. If you're feeling overwhelmed by the amount of trends constantly surfacing, ask your customers what they want, and choose a select few that you know will satisfy your demographics and increase your bottom line. ■ Lori Leib is certified in Professional Makeup Artistry. She currently serves as the creative director for Bodyography Professional Cosmetics. anneleven, gettyimages.com Glitter lips, and even brows, will be a big trend this summer.

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