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beautystorebusiness.com | August 2015 59 to create products. Of course, it wouldn't be beauty and the Internet if it didn't somehow involve the Kardashians. Kim K.'s next endeavor? The Master Class with celebrity makeup artist Mario Dedivanovic and Kim Kardashian West. Dedivanovic will be showcasing how he and Kim have created her iconic makeup style over the years and will let attendees in on all the secrets and product favorites to achieve the look of the most-photographed wom- an in the world. The fi rst class launches in July 2015, and tickets range from $300 to $800 depending on whether you want to meet the two personally. Dedivanovic and Kim aren't the fi rst to popularize the Master Class/Seminar. World-renowned makeup artists Samer Khouzami, Scott Barnes and many more are renting confer- ence spaces in hotels and hosting hands-on and look-and-learn makeup seminars. Attendees leave with a well-stocked goody bag of favorite products from brand partnerships and, of course, a certifi cate of completion. Having attended these seminars, I can say they are spectacles! Sure, I've left with some new tips and tricks, but for me the people watching is what stood out the most. There were men and women of all ages and cultures, and it was really inter- esting to watch everyone get along and speak the same language. CONSUMER CLASSES So how are these online influencers, celebrity makeup artists, reality stars and celebrities themselves affecting consumers directly? And more importantly, how we can do more business? As I mentioned before, consumers are hungry for educa- tion. They may have been wearing the same lipstick and powder for 15 years, but now—thanks to what they are see- ing in pop culture—are interested in learning more and trying new colors, prod- ucts and application techniques they have never tried before. Not only do they want to learn, but they want their makeup done too. Businesses have caught on that this combination of education and makeup application can result in big bucks. Makeup-application services are no lon- ger reserved for weddings and special occasions. Women are now getting their makeup done for a Friday night out thanks to businesses such as Blushington and Beauty Beyond and mobile apps such as StyleBee and GLAMSQUAD. These ser- vices allow women to get their makeup done affordably—and can even result in product sales. Blushington has seen continued success with three locations in Texas and California by allowing easy access for consumers to get their makeup professionally done. Consumers simply book an appointment, pick a look from the menu and voila … 50 minutes and $45 later they leave the customer with a gorgeous new look. The best part is Blushington stores are pretty and girly, and often sell makeup along with the application—leading to an increase in retail sales. They also offer waxing and lash services, making it a one-stop shop for consumers. Blushington is now getting into the education game. Classes are one to two hours and range from $100 to $200. This personal, one-on-one experience with their clients is a terrific opportunity to cre- ate loyal customers, build clientele, educate consumers and with 10%-off all retail, sell some product. Beauty Beyond is a new company I have been working with for the past year. Women are now getting their makeup done for a Friday night out thanks to businesses such as Blushington and Beauty Beyond.