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60 August 2015 | beautystorebusiness.com Makeup Musings Started by Simone Capelouto, an ex- model, and Shannon Soller, a makeup artist, Beauty Beyond curates niche makeup and skincare lines—bringing their customers a personalized beauty experience. There are many facets to what Beauty Beyond brings to their customers. For one, beauty closet cleanouts where Capelouto or Soller will go into some- one's home and help her edit her makeup collection and fi ll in the gaps where needed with the brands it car- ries. Beauty Beyond also offers all its brands on its website at full retail price and offers beauty services—acting as a "beauty concierge" for all of the cus- tomer's needs. Where I get involved is the hands-on workshops—hosted by one to two women—where Beauty Beyond goes into women's homes and sets up a beauty studio with individual worksta- tions featuring a mirror, disposable tools and a brush set. For two hours I lead a workshop covering skin care and make- up, teaching the ladies how to get an everyday look and a simple evening look. It is not only education, but also very fun! Champagne and snacks are served, and once the class is over, Capelouto or Soller offer each attendee a one-on-one consultation in the comfort of her own home with the hopes that she will pur- chase products from the business. Doing these workshops has been a great focus group for me, and has given me a way to introduce Bodyography Professional Cosmetics to a new group of people. This is just the beginning for Beauty Beyond and so many other unique companies such as this are popping up all over the United States; it is very exciting for beauty brands. StyleBee and GLAMSQUAD have followed suit by offering on-demand app-based beauty solutions by delivering profes- sional and affordable hair and makeup services to someone's home, offi ce, hotel or wherever a consumer might be. Offering a range of signature looks, it is easy for the consumer to choose—taking all the guesswork out of it. Women get a per- sonalized experience with professionally trained makeup artists who also teach them a few tips and tricks along the way. SO THE BOTTOM LINE IS … Smaller beauty stores and businesses can increase retail sales by partnering with top-selling brands or local makeup artists to offer short courses on makeup trends and application every few months. Oftentimes, a brand may offer a company educator at no cost—knowing that a presence will not only educate consum- ers, but also boost sales of the brand by introducing it to a new audience and creating brand loyalty from existing cus- tomers. Offering a small discount to those who attend the class can help increase the attendees' incentive to buy immediately and hopefully creates a fan who will keep coming back to the store as she needs to replenish her products. Traditional makeup education has had a face-lift, and offering education to profes- sionals and consumers alike is important in growing your brand whether you own a makeup line, work as a freelance makeup artist or have a beauty store, salon or spa. ■ Born into beauty, Lori Leib has been immersed in the cosmetic industry her entire life. Attending The Fashion Institute of Design and Merchandising for Product Development, and her love for color and trend forecasting sparked her interest to join her family's beauty business. Her love for makeup artistry led Leib to attend All About Face Academy in Los Angeles, receiving a certification in Professional Makeup Artistry. Leib is currently the creative director for Bodyography Professional Cosmetics. Smaller beauty stores can partner with top-selling brands or local makeup artists to offer short courses on makeup trends and application. www.MalibuC.com | 1.800.622.7332 PRESCRIPTIVE WELLNESS TREATMENTS HAIR SCALP SKIN 100% vegan gluten sulfates parabens propylene glycol DEA FREE OF: Normal & Dry Skin Hydrate Exfoliators Masques Tattoos wellness solutions wellness solutions wellness solutions Sensitive Skin Acne wellness solutions ink well wellness solutions ness solutions malibu C ® Color Hard Water Blondes Swimmers Hair Repair Scalp