Bizarre sounding, but true: If you want to get the products that make you look your best, you have to be emotionally prepared to do what’s necessary. That sounds a little extreme-and I don’t want you to feel as though you are being sent off to battle. Think of it as a game. The goal is being able to buy and apply the right cosmetic products. To reach that goal you have to stay alert and avoid all the "hidden persuaders" that you meet along the way. Some of these persuaders, such as advertising copy and special promotions, are put there by the cosmetic companies. Others, such as embarrassment or a desire to please the salesperson, exist in your head. The next time you go shopping for cosmetics, keep that in mind. Here are some rules to help you remember:
1. Don’t be intimidated by the cosmetic salesperson. The cosmetic salesperson is just a woman trying to make a living. Some know a lot about their products, others do not. Whichever is the case, do not mistake her for an authority figure or someone whose approval is important. She is not your mother or your third grade teacher.
2, Don ‘I be embarrassed al the cosmetic counter. You don’t worry about how many dresses you try-on-often without buying any-do you? So don’t worry about what anyone is thinking if you take your time at the cosmetic counter. Don’t be concerned about looking vain, stupid or unattractive. Investigate all of the products that are available to you, The best way to do this is to go from counter to counter and ask questions.
3. If you can’t apply it, don’t buy it. Don’t buy anything unless you know that it is right for your skin and that you know how to apply it. If you have any questions about the product you want and your skin type, ask the salesperson to check her training manual. Many times it contains more information than is found on the package. If you don’t know how to apply it, don’t buy it. And don’t be afraid to ask for instructions. Being uninformed about makeup is not a disgrace, nor does it mean that you are automatically out of date or lacking in basic feminine skills.
4. Avoid hard-sell ladies. Hard-sell tactics are confusing. Learn how to recognize when the salesperson is pushing a sale. If you have been at a cosmetic counter for a very long time, and you feel you need an excuse to not buy, you can always say that you have sensitive skin and, therefore, cannot buy the product until you have waited to see if your skin reacts to the ones you tested in the store. If she says that you can return the products if you have a reaction, say, "Yes, that’s very good, but I never get around to it, and I would rather do it this way." And thank her for her consideration. If the salesperson is pushing an expensive skin line, tell her that it sounds wonderful and ask her for samples so that you can test it at home. These are big expenditures, and you are entitled to take your time.
5. Make a professional makeover work for you. A professional makeover is a mixed blessing. It can be just what you need to help you get over the hurdles of proper makeup application. It also provides the most ideal climate for the cosmetic consumer to be subtly manipulated into excessive buying. In most cases, you will be paying for the makeover. Remember that. Also remember that the whole experience is geared to make you buy, buy, buy. The "experts" doing the makeover are not your friends; they are salespeople whose purpose is to make you buy. Keeping that in mind, you should be able to walk away from the makeover with the information you need without spending a fortune. Take a small pad and a pencil with you. And, if you can, take a tape recorder and turn it on at the beginning of the session. At the beginning of the session, ask for a hand mirror and watch what is being done. Ask questions about the colors that are being used. Ask what other colors they would recommend and how to change your "day" look into something more glamorous for night. Ask if diagrams are available. If they are not, see if you can sketch them in or if they will do it for you, In particular, ask for the diagram of the eye colors and placement of color on the eyes because this is usually the hardest to reproduce. Ask about samples of the products.
Take anything that is available. There is a technique to outlining the lips. Watch how it is done. Ask to have the procedure explained to you. Now say you want to wear your new face home and see how it fits your personality and lifestyle. You also want to wait a couple of days to see if you react to any of the products. If you have paid for your facial and makeover, you have no reason to feel guilty. You are not obliged to buy products. I know that this is the hardest part, but be brave. You will be so much happier if you come back certain about what you want to buy.
6. Make the computer work for you. If you are shopping in a store that has a computer available for color consult, don’t be afraid to try it. It can analyze your skin type, and it can recommend foundation shades. All this is wonderful. What is not so wonderful is the part where it may become a manipulative sales tool designed to make you buy, buy, buy. Take its advice on purchases with a grain of salt. Remember, it was programmed by people who are thinking sales.
