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54 July 2016 | beautystorebusiness.com Costume Makeup 101 Carrying specialty lines doesn't have to mean learning the ins and outs of a whole new set of products. In fact, Jon Stein of Woochie by Cinema Secrets says that the opposite is actually true. "Unlike beauty makeup, where it is important to have sales staff highly educated in specific techniques and trends, with costume makeup, ease is the key," he says. "Staff should be knowledgeable of the products, but focus should be on ease of use—as most users have little effects-makeup knowledge and will be purchasing products to use for one night." Here are a three other costume-makeup basics that will help you select the right products and ensure customer satisfaction: • Forget what you know. "Everyday makeup is largely used to create a beautiful, yet natural look," Stein says. "Costume makeup is, by its very nature, used to alter perceptions and create character looks." When selling costume makeup, focus on long-wearing, durable products that make an impact. • Quality matters. "Costume makeup should be highly pigmented and applied evenly for maximum value." This is why it is important to stock higher-end costume makeup, despite the limited uses the consumer might need out of the product. • Remember the goal. "Marketing for costume makeup continues to showcase the completeness of character that can be achieved with its use." Rather than a witch costume, the addition of green costume makeup can now turn your customer into a green witch, and thus a more convincing character. Throw in latex prosthetics and the possibilities become nearly endless. ■ Malena Jaime is a freelance writer and editor based in Huntington Beach, CA. Mavala USA Forget fun-size candy—it's all about fun-size, candy-coated nails, like these mini nail polishes in festive shades of Black, White and Volcanic Orange by Mavala. SRP: $8 mavala-usa.com Sugarpill Cosmetics Jeepers, where'd you get those peepers? For eyes that kill, have your customers dress them up in sultry colors from Sugarpill Cosmetics' Cold Chemistry Palette, and have them top off the drama with wicked False Eyelashes in Angel Baby and Imperial. SRPs: $34 (palette); $7 (lash set) sugarpillcosmetics.com 5 R R W 5 H Y L Y H : : : 5 2 2 7 5 ( 9 , 9 ( & 2 0