for tehniques the bride · nourish-mint™ lip definer ... envirometal compact™ total face ......

tech

niqu

esfor thebride

B ©aveda corp | all rights reserved | aveda education | makeup: techniques for the bride | date revised: 7/2012

mission

aveda beliefs

Our missiOn at aveda is tO care fOr the wOrld we live in, frOm the prOducts we make tO the ways in which we give back tO sOciety. at aveda, we strive tO set an example fOr envirOnmental leadership and respOnsibility, nOt just in the wOrld Of beauty, but arOund the wOrld.

1 We believe in treating ourselves, each other and the planet with care and respect. 2 We believe social responsibility is our responsibility. 3 We believe ecological and profit goals are mutually achievable. 4 We believe our authenticity and experience are our points of difference. 5 We believe in inspiring and educating people to integrate wellness and beauty in their lives. 6 We believe in the power of oneness, from our global image to a focused network. 7 We believe learning never ends. 8 We believe in encouraging innovation and empowered decision-making. 9 We believe our actions, products and services should always embody excellence. 10 We believe personal and organizational balance is the key to sustainable success. 11 We believe true leadership is delivered with passion and by example.

welcome 1 introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

2 service cycle consultation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

3 principles of makeup. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

4 prepare the skin . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

5 inner light™ bridal complexion finishes . . . . . . . . . . . . . . . . . . 26

6 the four concepts of beauty . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

7 cheek application . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44

8 lip applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

9 marketing your bridal services . . . . . . . . . . . . . . . . . . . . . . . . . . 52

10 growing your bridal business . . . . . . . . . . . . . . . . . . . . . . . . . . . 58

2

learning objectives

introduction1

©aveda corp | all rights reserved | aveda education | makeup: techniques for the bride | date revised: 7/2012

learning objectivesby the end of this lesson, you will be able to:

• explain the purpose and goal of today’s training

• connect the Aveda mission to the makeup packaging and ingredients

3introduction

learning objectives

intr

od

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expectationswhat do you hope to learn and discover today?

mission activityhow does aveda makeup represent the aveda mission?

4 ©aveda corp | all rights reserved | aveda education | makeup: techniques for the bride | date revised: 7/2012

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complexion inner light™ concealer

inner light™ mineral dual foundation

inner light™ mineral loose powder

inner light™ mineral pressed powder

inner light™ mineral tinted moisture spf15

lipsnourish-mint™ lip definer

nourish-mint™ smoothing lip color

nourish-mint™ sheer mineral lip color

nourish-mint™ renewing lip treatment

nourish-mint™ rehydrating lip glaze

lip shine

eyespetal essence™ single eye color

petal essence™ eye color trio

petal essence™ eye definer

mosscara™ conditioning formula with iceland moss

color Options™ eye shadow transformer

compacts/accessoriesenvirometal compact™ total face

envirometal compact™ essentials

envirometal compact™ professional

refillable lip color case–mint green

refillable lip color case–flax

pencil sharpener

makeup brushes

cheekspetal essence™ face accents

urukuuruku color gloss

uruku lip pigment

uruku bronzer

aveda makeup

5introduction

intr

od

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tion

1

complexion inner light™ concealer

inner light™ mineral dual foundation

inner light™ mineral loose powder

inner light™ mineral pressed powder

inner light™ mineral tinted moisture spf15

lipsnourish-mint™ lip definer

nourish-mint™ smoothing lip color

nourish-mint™ sheer mineral lip color

nourish-mint™ renewing lip treatment

nourish-mint™ rehydrating lip glaze

lip shine

eyespetal essence™ single eye color

petal essence™ eye color trio

petal essence™ eye definer

mosscara™ conditioning formula with iceland moss

color Options™ eye shadow transformer

compacts/accessoriesenvirometal compact™ total face

envirometal compact™ essentials

envirometal compact™ professional

refillable lip color case–mint green

refillable lip color case–flax

pencil sharpener

makeup brushes

cheekspetal essence™ face accents

urukuuruku color gloss

uruku lip pigment

uruku bronzer

notes


learning objectives

introduction1learning objectivesby the end of this lesson, you will be able to:

• conduct a bridal makeup consultation

• discover needs and provide solutions to the bride

• create a complete makeup experience for the bride

6

service cycle consultation2


7service cycle consultation

learning objectives

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2the bridal consultationcreate discovery questions that you could ask during a bridal consultation.


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the bridal consultation

describe the lookwhat type of bride

would prefer this look?

LOOK 1

LOOK 2

LOOK 3

LOOK 4


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LOOK 1

Eyes:

Lips:

LOOK 2

Eyes:

Lips:


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LOOK 3

Eyes:

Lips:

LOOK 4

Eyes:

Lips:


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2trial bridal makeup application tips• Photograph the makeup application to see how the colors look in photos.

– use flash photography, which is commonly used for bridal photography – adjust makeup accordingly before the final photo is taken – print the photo for the bride to take with her

• Create a Makeup Map™ for each look. – write down all colors and techniques used – apply the actual makeup colors to the paper to demonstrate the look – attach the final photo to the makeup map™

• Always collect at least half of the total cost at the trial. – ensures you make revenue on the trial application even if the bride

doesn’t use your services on her wedding day– creates value for the service—especially if the bride requests to take

the photo and makeup map™ with her


learning objectives

introduction1

12

principles of makeup3


• explain the principles of color theory

• explain the principles of blending textures


13principles of makeup

learning objectives

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color theory principles

Primary Colors• Primary colors cannot be created by mixing other colors together.

• All other colors are created from primary colors.

• Primary colors are strong, bold colors that are the building blocks of the color spectrum.

• The three primary colors are Red, Yellow and Blue.

Secondary Colors• Secondary colors are created by mixing equal amounts of two

primary colors.

• The three secondary colors are Green, Orange and Violet.

Tertiary Colors• Tertiary colors are created by mixing equal amounts of primary

and secondary colors.

• The six tertiary colors are Red-Orange, Yellow-Orange, Yellow-Green, Blue-Green, Blue-Violet and Red-Violet.


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color tip

Warm Colors On the color wheel, colors from Red to Yellow-Green are considered warm.

Cool Colors On the color wheel, colors from Red-Violet to Green are considered cool.

Neutral Colorsneutral colors are hues devoid of color. the center of the aveda color wheel represents the neutral colors of Black, White and Grey.

Champagne and ivory wedding dresses harmonize well with warm colors.

color tip

White and silver wedding dresses harmonize well with cool colors.


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Complementary Colors• Colors across from each other on the color wheel are called

complementary colors.

• when these colors are placed next to each other, they enhance each other. when they are mixed together, they neutralize each other.

• Using complementary colors on your guest’s eyes will enhance her eye color.

When choosing colors, remember to consider:

• Season

• Time of wedding

• Location

• Bride’s personal color preferences

For morning weddings, softer, natural colors work best.

For noon weddings, natural colors with more definition work well to ensure the bride doesn’t look washed out.

For late afternoon/evening weddings, deeper, richer colors work well. Play up eyes and lips more.

Generally, most brides want to look classic and timeless. Choose clean colors—not necessarily trendy colors. When she looks back at her wedding photos, she wants the colors to look timeless— not dated.

cHoose Wisely


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Dark Y/O Dark B/G Dark B/V Dark V/R

D

ark

R/O

Light B/B

Light V/B

L

ight

O/R

Light Y/O

Pastel Blue

Pastel Violet

Pastel Y/O

YELLOW GREEN BLUE VIOLET

RE

D

ORAN

GE

VIOLET BLOOM

BLACK TULIP

GOBI SANDS

BLUE DAWN

AZURE RAINEARTH ROSE

COPPER HAZE

GOLDEN JASPER

COOLLIPS• Plums• Roses• Pinks

CHEEKS• Plum Touch• Tessarae• Rose Blossom

WARMLIPS• Peaches• Nudes• Spices

CHEEKS• Apricot Whisper• Peach Lights• Bronze Glow• Uruku Bronzers

TWILIGHT

PLUM MIST

AQUA PEARL

SWEET GRASS


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light & dark and bright colors

Light Colors—enlarge or bring out

Dark Colors—make an area appear smaller

Bright Colors—accentuate


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notes

If a bride plans on using black and white photography, her makeup colors will appear as grey tones in her photos.

• Use high contrast colors to create definition, contour and detail.

• Makeup colors with red-blue undertones will look darker in photos.

• For a softer look, choose warm shades with yellow and orange undertones. Use a heavier hand, if needed, to create the bride’s desired look.

• Nude lips will disappear in black and white photos.

Black and WHite pHotograpHy tips


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principles of blending texturesBasic Principles• Creme blends with creme • Powder blends with powder

Creme = Powder• Apply creme product first • Then layer with powder product examples:

Building Colors• Apply Petal Essence™ eye definer, and set with eye shadows

• Mix eye shadows with Color Options™ eye shadow transformer using your fingers or a brush

For long-lasting results, layer Petal Essence™ Eye Definers under shadows.

make it last


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Create a Warm Palette

dress color: ___________________

skin tone: ____________________

eye color: ____________________

hair color: ____________________

Makeup Recommendations:

eyes: ________________________

cheeks: ______________________

lips: ________________________

Create a Cool Palette

dress color: ___________________

skin tone: ____________________

eye color: ____________________

hair color: ____________________

Makeup Recommendations:

eyes: ________________________

cheeks: ______________________

lips: ________________________


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notes


learning objectives

introduction1 prepare the skin4


• recommend skin care systems using the elemental naturesm Questionnaire

• prepare the skin for a makeup application


23prepare the skin

learning objectiveslearning objectivesby the end of this lesson, you will be able to:

• recommend skin care systems using the elemental naturesm Questionnaire

• prepare the skin for a makeup application

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aMy elemental natureSM imbalance is:

My skin care system is:

additional recommendations/products:

SKIN CARE RECOMMENDATIONS

morning

cleanse

tone

moisturize

treat

evening

cleanse

tone

moisturize

treat

professional service recommendations:

elemental natureSM facial

botanical skin resurfacing treatment

green science™ skin-renewing treatmentSM

botanical kinetics™

tourmaline charged

all-sensitive™

outer peace™

green science™

enbrightenment™

enbrightenment™ discoloration treatmentSM

outer peace™ acne relief treatment

aveda men pure-formance™ facial

Soy ink on 100% post-consumer recycled paper. Please recycle. ©Aveda Corp., Minneapolis, MN 55449-7106 800.328.0849 USA / 763.951.6999 aveda.com A7FM-01-1003

BEAUTIFUL SKINSTARTS HEREelemental natureSM

a

Ayurveda, a 5,000 year-old Indian healing tradition, tells us that the spirit of natural elements (infinity, air, fire, water and earth) are to be found in all living things, including you. When these elements are balanced, your skin looks healthy, vital and radiant. When skin concerns surface, it could be a signal that an element needs to be balanced — and Aveda’s here to help.

How would you describe your skin?

Out of the conditions noted, what is your primary concern with your skin?

Which products do you currently use on your skin?

MY SKIN HAS:

dryness

flakiness

fine lines

wrinkles

lack of firmness

occasional dullness

sensitivity

redness

reactivity

hyperpigmentation/freckles

discoloration

pink undertones, no sensitivity

oiliness

no or few wrinkles

larger pores

blackheads

acne/blemishes

normal or combination conditions

elements needing balance: infinity/air elements needing balance: fire elements needing balance: water/earth


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how to prepare the skinfollow these simple steps to prepare the skin. be sure to educate the guest on the skin care system and explain the morning and evening regimen.

1 pure comfort™ eye makeup remover • Remove any existing eye makeup

2 cleanser • Cleanse the skin

3 exfoliant • Exfoliate visible dryness

4 toner • Apply toner

5 moisturizer • Hydrate the skin

6 eye creme • Apply eye creme

7 nourish-mint™ renewing lip treatment • Hydrate the lips

25prepare the skin

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elemental naturesm and inner light™ complexion chart

elemental naturesm

Infinity/Air Fire Water/Earth

skin type Normal-to-Dry Dry/Dehydrated Sensitive Oily/Acne Normal-to-Oily

Complexion Occasionally dull, burns, then tans

Sallow, burns easily, may eventually tan

Red undertones, noticeable capillaries, always burns

Overall shininess, rarely burns

Occasional shininess, some resistance to burning

Texture Resistance to burning, small pores

Dry, thin skin, small pores, fine lines

Delicate, soft/smooth prone to inflammation and early wrinkles

Soft, some puffiness/ water retention, large pores, few wrinkles

Smooth, thick, large pores, few wrinkles

Challenges Spot dryness/ lack of moisture

Flaky, rough Prone to irritation, rash/itch, breakouts

Excess oil, blackheads whiteheads, acne

Oily in T-Zone, spot blemishes

Balancing Finish Semi-matte/Dewy Dewy Semi-matte Matte Semi-matte/Matte

Balancing Inner Light™

Product System:Mineral Tinted Moisture SPF 15Mineral Loose PowderMineral Pressed PowderMineral Dual Foundation

1 Concealer2 Tinted Moisture3 Powder Loose,

Pressed or Dual Foundation





OR

1 Concealer2 Dual Foundation

1 Concealer2 Tinted Moisture3 Dual Foundation

OR


1 Concealer2 Dual Foundation3 Powder Loose or

Pressed

OR


Tips Use minimal powder where needed on face

Allow skin to remain dewy and hydrated

For maximumcoverage, recommend Inner Light™ Mineral Dual Foundation

If this skin type prefers Inner Light™ Tinted Moisture SPF15, use only where needed on face

Explain the importance of proper skin careand moisturizing when applying Inner Light™ Mineral Dual Foundation

Advise your bride to avoid the sun before her big day. Sunburn, peeling and tan lines can be challenging to balance in photos.

made in tHe sHade


learning objectives

introduction1

26


• create dewy, semi-matte and matte complexion finishes

• balance complexion challenges

• apply the bridal makeup complexion finishes

inner light™ bridal complexion finishes 5


27inner light™ bridal complexion finish


• create dewy, semi-matte and matte complexion finishes

• balance complexion challenges

• apply the bridal makeup complexion finishes

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complexion overview

makeup looks best on a balanced, healthy-looking complexion.

when creating a look for your bride, her skin condition will help you determine the correct amount of coverage. guests with minimal skin challenges will need less coverage than those with challenges like discoloration or blemishes.

Use your bride’s Elemental Naturesm to help you recommend a product with the right finish and texture for her skin. for example, guests with water nature (oily/acne) may prefer powder complexion products to control oil, while guests with air nature (dry/dehydrated) may prefer dewy, hydrating complexion products to balance dryness.

• For long-lasting results, use complexion products with a semi-matte to matte finish.

• Avoid using too much powder, which can make skin appear chalky and lifeless in photos.

• Don’t just concentrate on the face. Make sure the guest’s face, neck, décolleté and ears have an even skin tone to create a balanced look in photos.

complexion tips


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choosing complexion shadesinner light™ concealer• Match concealer to skin tone when worn alone or applied with a

complexion product to balance natural skin tones.

• Choose one shade lighter when worn under a complexion product.

• For extreme under-eye circles, match concealer to skin tone to avoid a “grey effect” that sometimes occurs when the concealer is too light.

inner light™ mineral tinted moisture SPF 15• Select two to three shades that appear close to the natural skin tone.

• Always test complexion shades on the face. Apply a small amount of color on the cheek area or along the jawline with a cotton swab. blend slightly.

• Choose the shade that blends invisibly into the skin.

• If possible, compare the shades in daylight or natural light.

• Mix shades, if necessary, to create the perfect color.

inner light™ mineral dual foundation• Choose a shade that aligns with the guest’s Elemental Nature.sm

• The initial application may appear slightly lighter on oil-rich skin (Water Nature). As the powder absorbs the skin’s natural oils, it will become darker and balance the skin tone.

inner light™ mineral loose and pressed powders• Choose a shade that matches the skin tone.

• It is easy to apply these sheer formulas because they blend invisibly into the skin.

29inner light™ bridal complexion finish

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notes

30


• create four looks for the bride

• apply a look that reflects the bride’s style

• enhance the eye brows and apply false lashes

the four concepts of beauty6


31the four concepts of beauty


• create four looks for the bride

• apply a look that reflects the bride’s style

• enhance the eye brows and apply false lashes

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the classic and contour eye shapesthe classic eye shape (when eye is open)• Small or no visible eyelid.

• No crease or a crease that is close to the lash line.

• A large area from crease to brow.

• The lid and brow sizes are disproportionate.

the contour eye shape (when eye is open)• Medium to large eyelid.

• A natural crease halfway between the lash line and brow.

• A natural highlight at the brow bone.

• The lid and brow sizes are proportionate.


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AV-2218-001Alt 6 NEW EYE – 1/08/10

Subtle ClassicEye Application

subtle classic eye application


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6AV-2218-001Alt 6 NEW EYE – 1/08/10


AV-2218-001Alt 6 NEW EYE – 1/08/10


1 prepare the lid.

tOOl: __________________

2 blend the highlight color from brow bone downward, and fade past the crease.

tOOl: _________________

AV-2218-001Alt 6 NEW EYE – 1/08/10


AV-2218-001Alt 6 NEW EYE – 1/08/10


3 apply the contour color from the lash line upward past the crease.

tOOl: __________________

4 smudge petal essence™ eye definer along the entire upper lash line.

tOOl: __________________


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AV-2218-001Alt 6 NEW EYE – 1/08/10


AV-2218-001Alt 6 NEW EYE – 1/08/10


5 set the petal essence™ eye definer with the define color.

tOOl: __________________

6 softly blend the define color along the lower lash line.

tOOl: __________________

AV-2218-001Alt 6 NEW EYE – 1/08/10


AV-2218-001Alt 6 NEW EYE – 1/08/10


7 define the brow.

tOOl: __________________

8 apply mascara to the top and bottom lashes.

tOOl: __________________


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6AV-2218-001Alt 1 – 12/27/09

Subtle ContourEye Application

subtle contour eye application


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AV-2218-001Alt 1 – 12/27/09


AV-2218-001Alt 1 – 12/27/09


1 prepare the lid.

tOOl: __________________

2 apply the highlight color from brow to lash line.

tOOl: __________________

AV-2218-001Alt 1 – 12/27/09

Subtle ContourEye ApplicationAV-2218-001

Alt 1 – 12/27/09


3 blend the contour color into the crease and soften the edges.

tOOl: __________________

4 apply petal essence™ eye definer along the entire upper lash line.

tOOl: __________________

For a liquid liner effect, dampen the Brow and Lash Brush with Color Options™ Eye Shadow Transformer, mix with eye shadow and line the upper lash line. Another option is to scrape Mosscara™ onto a wooden spatula and apply it along the lash line with the Brow and Lash Brush.

draW tHe line


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AV-2218-001Alt 1 – 12/27/09


AV-2218-001Alt 1 – 12/27/09


5 set the petal essence™ eye definer with the define color.

tOOl: __________________

6 softly blend the define color along the lower lash line.

tOOl: __________________

AV-2218-001Alt 1 – 12/27/09


AV-2218-001Alt 1 – 12/27/09


7 define the brow.

tOOl: __________________

8 apply mascara to the top and bottom lashes.

tOOl: __________________


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intense classic eye application


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6AV-2218-001Round 3 NEW EYE – 1/08/10

Intense ClassicEye Application

1 prepare the lid.

tOOl: __________________

2 apply petal essence™ eye definer along the upper lash line, and blend halfway to the crease. then apply to the lower lash line, and blend to connect at the inner and outer corners of the eye.

tOOl: __________________

3 use the define color to set the petal essence™ eye definer application along the upper and lower lash lines, and blend softly.

tOOl: __________________

4 apply the contour color over the define color from the lash line to past the crease. then blend the contour color along the outer edges of the bottom lash line.

tOOl: __________________


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band lash application• Band lashes come in a standard size.

• Avoid reshaping the lashes, if possible.

• Lashes that are longer in the center will give the eyes a more rounded look.

• Lashes that are longer at the outer corner will elongate the eyes.

• For a more subtle look, cut the band lash in half, and apply the longer section to the outer edge of the lash line.

5 apply the highlight color from the contour color to the brow.

tOOl: __________________

6 apply mascara to the top and bottom lashes, and define the brow.

tOOl: __________________

fOr added intensity: line the inner rim of the eyelid with petal essence™ eye definer


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intense contour eye application


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AV-2218-001Round 3 NEW EYE – 1/08/10

Intense ClassicEye Application

1 prepare the lid.

tOOl: __________________

2 apply petal essence™ eye definer along the entire upper lash line and to the outer third of the lid from lash line to crease. then apply to the outer half of the lower lash line. blend softly, and connect the outer corners.

tOOl: __________________

3 set the petal essence™ eye definer application with the define color, and blend softly.

tOOl: __________________

4 blend the contour color into the crease.

tOOl: __________________


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5 apply the highlight color from the inner corner of the eye upward toward the contour color in the crease. then apply from crease to brow.

tOOl: __________________

6 apply mascara to the top and bottom lashes, and define the brow.

tOOl: __________________

individual lash application• Create a natural effect by using lashes of varying lengths.

• Using tweezers, lift one group of lashes from the tray, and dip the base into the lash adhesive.

• Apply the lashes to the lash line, following the natural shape of the guest’s eyelashes.

• Use mascara to blend the natural lashes into the false lashes for a seamless application.

• Lashes can be applied just to the outer corners to accentuate any makeup application.

Fill in brows one shade darker than the bride’s natural hair color to frame her face and create a polished look in photos.

rememBer tHe BroW

44


• choose the right cheek colors for the bride

• balance and enhance facial features with cheek color

cheek application7


45cheek application

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balancing facial featuresbalancing techniques such as contouring and highlighting are best for makeup applications that are not viewed at close range, including photographs, stage/theatre and television.

Contouringdark colors minimize an area and make it appear smaller. when contouring, choose products that are two to three shades darker than the skin, and apply them to the following areas:

• Underneath the cheekbones

• Temples

• Along the sides of the nose

• Along the hairline

• Chin (if necessary)

Highlightinglight colors bring an area forward and make it appear larger. when highlighting, choose powder or creme products that are two to three shades lighter than the skin, and apply them to the following areas:

• Center of the forehead

• Under the eyes

• Cheekbones and center of cheeks

• Brow bones

• Above the lips and Cupid’s Bow


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cheeksproducts used:

powder blush application• Powder cheek products can be applied using a dampened sponge over

hydrated or dewy skin.

• After applying a foundation and/or powder, lightly powder the cheek area using a blush brush or disposable applicator.

• Use a Blush Brush to gently blend the color in a circular motion along the cheekbones, from the apples of the cheeks toward the hairline.

47cheek application

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notes

• Don’t get carried away with shimmer products. They can create an unflattering and highly reflective shine in photos.

• Don’t forget blush! Flash photography can leave skin looking washed out.

easy does it

48


• select lip colors for the bride

• perform intense and subtle versions of the precise lip application

• balance and enhance the lips

lip applications8


49lip applications

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intense precise lip application

1 apply lip liner Benefits• Creates a more defined lip line

• Helps lipstick last longer

• Helps prevent feathering

Application1 prep the lips with nourish-mint™ renewing lip treatment.

2 following the natural contour of lips, begin the application at the outer corner of the top lip, working toward the center of the lip.

3 repeat on the other side of the mouth, working toward the center of the lip.

4 create an m-shape at the center of the top lip.

5 moving to the bottom lip, begin the application at the outer corner, working toward the center of the lip.


7 fill in the entire lip area with lip liner.

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2 apply lip color Benefits• Acts as an important focal point to the bride’s overall look

• Finishes and polishes the look

Application1 for greater control when shaping lips, use the envirometal™

retractable lip brush.

2 following the natural contour of the lips, begin the application at the outer corner of the top lip, working toward the center of the lip.

3 repeat on other side of the mouth, working toward the center of the lip.

4 fill in the m-shape at the center of the top lip.

5 moving to the bottom lip, begin the application at the outer corner, working toward the center of the lip.


7 fill in the entire mouth with the lip color.

Subtle Precise Lip Application1 apply one of the following to the center of the lip:

• Nourish-Mint™ rehydrating lip glaze • Lip Shine • Uruku Color Gloss • Nourish-Mint™ sheer mineral lip color

2 blend outward to complete the look.

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Avoid using lip colors that are too neutral, which can make the bride look pale or tired. Choose fresh, lively colors to help her look her best.

BrigHt and Beautiful


learning objectives

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• implement ideas to build your bridal business

• connect bridal services with retail

• create opportunities to market with other businesses

marketing your bridal services9


53marketing your bridal services


• implement ideas to build your bridal business

• connect bridal services with retail

• create opportunities to market with other businesses

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prospecting for bridal guests1 what do you charge for a regular makeup application?

2 what do you charge for a bridal makeup application?

3 what is technically different between the two applications?

4 what is the least expensive—but most effective—way to attract new bridal guests?

In order for your name to be on someone’s lips, you need to make them aware of your many talents.

A wedding is one of the most important days of a person’s life. the bride attends to every detail—especially her image. and she wants a salon that can create the exact image she and her wedding party desire. all you have to do is be in her line of vision at the right time.

this requires target marketing aimed at two types of potential guests:

1 current guests at your salon (internal marketing)

2 new guests outside your salon (external marketing)


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internal marketingmarketing to your existing guests, known as internal marketing, is the most effective and efficient way to generate awareness and dollars—without having to spend a lot of time and money. internal marketing is the promotion you do in your salon with your existing guests. you should concentrate 60–80% of your efforts and dollars on internal marketing strategies.

network (external) marketingprospecting guests outside your salon involves networking with other stores and their staff—specifically local bridal boutiques and related services. network (external) marketing allows you to partner with businesses in your area that share your vision and increase the awareness of the services and products that you both provide.

now that you recognize the potential opportunities of network marketing, it is important to decide who to approach. for example, would you be more likely to partner with a retail store specializing in bridal gowns or a retail store specializing in electronics?

please take a moment to develop a list of specific businesses you could approach.


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activityget into pairs and brainstorm answers the following questions for five minutes.

1 what businesses or events would be excellent sources to approach?

2 how will you research and locate appropriate events?


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sample menu

packages

bridal hair & makeup trialsuggestion: schedule trial for the same day as your bridal portraits.

. . . . . . . . . . . . . . . . . . . $________

wedding day updo & makeup application. . . . . . . . . . . . . . . . . . . $________

manicure, pedicure, bikini wax & facial. . . . . . . . . . . . . . . . . . . $________

2 days befOrebikini wax, brow shape, massage & facial. . . . . . . . . . . . . . . . . . . $________

1 day befOremanicure, pedicure, blow dry & makeup application. . . . . . . . . . . . . . . . . . . $________

the big dayupdo & makeup application. . . . . . . . . . . . . . . . . . . $________

for the bride

manicure, pedicure, updo & makeup application. . . . . . . . . . . . . . . . . . . $________

bride & grOOmside-by-side massages, manicures & facials. . . . . . . . . . . . . . . . . . . $________

grOOmSports Massage, Men’s Facial, Men’s Manicure & Hair Cut. . . . . . . . . . . . . . . . . . . $________

mOther Of the bride Or grOOmfacial, massage, manicure, pedicure, hair styling & makeup application. . . . . . . . . . . . . . . . . . . $________

after the weddingcouples massage. . . . . . . . . . . . . . . . . . . $________

for the wedding party


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notes


learning objectives

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• create an implementation plan with measurable goals

• apply best practices to create new behaviors and results

growing your bridal business10


59growing your bridal business

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1 what was the most valuable thing you learned today?

2 how will you use this information to impact your bridal services and sales?

3 how will you use this information to grow your career?

techniques for the bride | revised: 7/2012

soy ink on 100% post-consumer recycled paper. please recycle. ©aveda corp., minneapolis, mn 55449-7106 usa 800.328.0849 / usa 763.951.6999

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for tehniques the bride · nourish-mint™ lip definer ... envirometal compact™ total face ......

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