Cosmetics

All a-flutter

Mascara is a make-up bag staple, but with so many on offer, how can you steer customers towards their perfect match? Caroline Brien has the low-down

Clever brushes and hi-tech formulas mean there has never been a more exciting time to shop for “the one” when it comes to a lash-perfecting mascara. The flip side of this, however, is that such vast choice makes mascara shopping a daunting experience, with research revealing that British women still find mascara language confusing when it comes to claims and results.

Colour cosmetics: what's hot

What’s on trend and what's next in colour cosmetics? Emily Hunter reports.

There’s no better way to capture the zeitgeist of a season than to look to the catwalks, which give us a glimpse of the colour trends we’re likely to witness in the coming months. At autumn/winter 2015 Fashion Weeks all over Europe, a “glam grunge” make-up look featured heavily, including at Roberto Cavalli and Issa. Kirstin Piggott, Rimmel London global make-up artist, explains: “This is all about cool, sultry eyes with heavily kohl-rimmed waterlines and defined lashes, finished off with glossy skin and a beautiful, glossy nude lip.”

At Giles and Emanuel Ungaro, the look was more extreme, with “goth” manifesting itself in a modern way – smoky eyes were paired with dark lips. Sharon Dowsett, Maybelline UK make-up director, explains: “Dark lips don’t have to be black – dark colours look black from a distance, so customers can flatter their inner goth with dark grape and plum shades.”

Mascara magic

If eyes speak a thousand words, mascara makes an unforgettable statement.

What’s in a wand?

We all want the beauty fairy to wave her magic wand and give us luscious lashes that command attention. But when it comes to mascara wands, there are so many varieties to choose from, each providing different effects. So how can you help customers to pick the best one for their needs?

Ace that base

Help customers find the perfect foundation for their skin type as well as the best tools for the job.

Pick the perfect colour

A flawless and natural-looking complexion is easy to achieve with the right foundation shade. This can be easier said than done, however. On average, women buy seven foundations before finding the right one. But you can help your customers choose the correct product on the first attempt.

The role of foundation is to even out and perfect the skin tone, not change its colour. For the most natural finish, customers should shop for a shade that exactly matches their skin tone. And they should always start with a small amount and build it up, rather than applying too much at once. “If the shade blends in perfectly and you can’t see a colour difference, that’s the perfect match. If it is too light or pink, you have the wrong shade,” says Max Factor make-up artist Caroline Barnes.

Get party beautiful

How to help customers look radiant at this season's Christmas and New Year parties.

From desk to disco

With only a few weekends before Christmas, many social functions are crammed in mid-week, so here are our top tips for customers going from office to cocktail bar in a flash.

Palettes are a great way of meeting lots of needs at once. Clarins Essentials Palette contains 10 intense shades, ranging from pink to gold and grey to purple, in a variety of matt and shimmer finishes for a complete day-to-night transformation. Alternatively, Smashbox 3-in-1 Contouring Palette includes options for eye shadows, contouring colours, highlighters and eyebrow shades.