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August 20 2014

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Beauty Etiquetter: Talking Makeovers And The Pressure To Buy

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Beauty Etiquetter addresses your beauty-protocol predicaments with candid advice from industry experts and those in the know. To submit a question, e-mail celia_ellenberg@condenast.com.

The Quandary: Is it OK to go to the department store makeup counter to legitimately test new products and try stuff on without purchasing anything, or are you expected to buy if you have someone there do your makeup?

The Expert in Residence: Neil Young, MAC Cosmetics Senior Artist

The Advice: “Going into a department store, or visiting any cosmetics counter, can be daunting at the best of times. These days, makeup artists and consultants invest so much time and effort in delivering excellent customer service and advice, that it can often leave clients feeling obligated to purchase something before they leave. But it’s essential you feel confident and comfortable with your new makeup before committing to purchase, and sometimes that means wearing it for the whole day. Today, cosmetic companies encourage everyone to come and play with makeup, so there are always going to be customers that have no intention of buying—that is just a part of the process. What we do know is that great service increases sales opportunities. The client experience is one of the most crucial parts of the job and is just as significant as the artistry itself. Sales pressure should never be a part of the experience, but provided [the artist] listened well, executed a great look, and exceeded the customer’s expectations, [he] is establishing a loyalty factor and that customer will always come back.”

Photo: The Image Bank

USER COMMENTS Comments

Comments

  1. Citygirlinred says:

    If someone is going to just test items out on themselves or on their hands, then they are not expected to make a purchase. However if the person is actually sitting down and having a makeover or tutorial and an hour to two goes by, then yes they should buy two things from the items demonstrated.
    Think about it, you need help, you can get it for any two item purchase, need to learn how to apply blush, an illuminator etc…two items is worth it for professional guidance.

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