Beauty Store Business

AUG 2015

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58 August 2015 | beautystorebusiness.com Makeup Musings as makeup artists as well as develop a network of mentors and peers to help kick-start their new careers. Smaller independent makeup schools offer not only one-day seminars, but often have weeklong intensive options as well. One example is Lilit's Makeup Studio. Lilit's Makeup Studio was started by makeup artist Lilit Caradanian, and thanks to her business-savvy approach of utilizing social-media tools to market herself and her school she has just reopened her studio in Los Angeles in a brand-new facility and even launched her very own foundation brand. At her new studio she not only offers classes for aspiring pro- fessionals, but also one-on-one courses with her team of talented makeup art- ists. Plus, the location has a blow-dry bar, eyebrow threading and features special-guest appearances by well-known makeup artists who share their skills and stories. The studio is not only a place of learning, but also a platform for all things beauty, including a beautiful bridal suite where brides can come and have their hair and makeup done before their big day in a gorgeous and relaxing setting. I think what Caradanian has done is exceptionally smart because she has found a way to bridge the gap between professionals and consumers, giving them both the tools they need and want to succeed. BEAUTY STORES Los Angeles beauty stores such as Nigel Beauty Emporium, Naimie's Beauty Center and Frends Beauty have jumped on the education bandwagon. They often offer classes sponsored by various brands free of charge or for a small fee. These look- and-learn classes teach the latest in trends, focusing on new products and application techniques. Brand representatives, famous celebrity makeup artists and YouTube and Instagram influencers teach these classes. This is a great way for a brand to show- case new items and introduce consumers to items they have yet to try in a line. For makeup artists and consumers it is a great way to connect with peers and network, an important aspect of being a freelance makeup artist! ONLINE MAKEUP COURSES & INFLUENCER SEMINARS For those of us with little time to attend makeup seminars or without the budget for expensive courses, there is a com- fortable and affordable new selection of classes available online. These live online webinars are typically about one- to two- hours long and can cost as little as $5 each. There is a select "club" of Internet sensations (all certified, working makeup artists) who have caught the fever of education and by utilizing easy-to-use online portals can bring their knowledge and personal brand image to the masses. For example, Caradanian has had huge success with her online courses and for just $19 per month you can "attend" her bimonthly classes from the comfort of your couch. Another makeup artist using this platform is Angel Merino (known as Mac daddy on Instagram). His celebrity- inspired "get the look" classes are always a hit on his website. The most-impressive version of this platform comes from real- ity show star-turned-beauty guru Lilly Ghalichi. This entrepreneur and founder of Ghalichi Glam Live started an online portal for makeup, skin and hair classes that are affordable, starting at just $1 a day or $19 per month. Ghalichi gets all of her celebrity pro-beauty friends and invites them to teach classes online. With thousands of members of her online com- munity, the attendance speaks for itself. The amazing power of visual social media has taken the world of makeup to a whole new level, turning celebrity makeup artists into celebrities in their own right. Now in addition to working on some of Hollywood's most infl uential fac- es, these artists are launching their own books, makeup lines, collaborating with existing lines and sometimes even col- laborating with their celebrity clientele

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