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The New Alchemy of Multitasking Makeup

By: Emily Katz
Posted: July 13, 2011, from the July 2011 issue of GCI Magazine.

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Another common complexion product that is beginning to include skin benefits in blush. Now, a cream blush not only adds color, but also includes a skin plumper or brightener to treat skin while luminizing concealers and bases.

Marketing Multitasking Products

If you do decide that these multitasking cosmetics have a place in your brand’s lineup, the next step is marketing them to ensure they are a profitable addition. Education combined with curiosity are what drive people to discover new products that can work to simplify their lives, and informing consumers about product benefits through demonstrations and advertising is a very good way to connect with consumers and show them what the product does before their very eyes. Additionally, providing demonstrations and events where people are able to see the visuals and compare notes on products help generate excitement among groups. There is no better recommendation than another woman saying: “Wow, that looks great!” When your consumers recognize the value you are introducing to them—financially, and for the skin and well-being—it will encourage sales.

It Makes Sense

It makes sense to use color products infused with active ingredients because they help consumers achieve results via product delivery. “Innovation” and “convenience” seem to be the current buzz words for color and treatment, and these products with multiple benefits in one piece are just plain smart.

Emily Katz is a film and television industry makeup artist with more than 20 years of experience, including as the makeup department supervisor for the TV series Lost. She received a Beauty Genius award in 2009 from Elle magazine and is currently working on the show The Nine Lives of Chloe King on ABC Family.