Multicultural Bridal Makeup
by Kim Evans

This article is excerpted from the April 2002 issue of Skin Inc. magazine.

Kim Evans is the owner of 2Gorjis Day Spa in Orinda, California. She has more than ten years of experience as a professional makeup artist and teaches private lessons focusing on ethnic skin and bridal makeup application. Evans also is the producer of Bridal Makeup Video for Multi-Ethnic Skin: A Guide for the Professional, available through the Allured Bookstore.
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The mixture of various pigments that comprise color undertones makes every woman a ?woman of color,? regardless of her ethnicity, cultural background or family heritage. Women with lighter complexion shades of porcelain and beige skin tones need color toners opposite the color wheel spectrum to neutralize redness, pink or blue undertones, giving a more natural effect with foundations and powders. On the other side, women with darker complexions have golden yellow, red, blue and orange undertones. Adding the same color toner of the dominant undertone to neutralize it results in a more bronze tone; color is distributed evenly and the foundation matches perfectly. This is the secret to custom blending or mixing a foundation shade that will match darker complexions.

Essential base colors
A makeup artist should always be prepared to service any skin tone for any occasion. The makeup kit should consist of a mix of warm, neutral and cool tones. As you gain experience, the kit will be more defined and specific to your individual needs.

Tools of the trade
Great brushes are gold to the makeup artist. Choose a professional set. Natural brushes with sable, squirrel or pony hair are most often recommended. Every makeup artist needs a bent eye liner brush and makeup sealant. Next, every makeup artist needs a great eye makeup remover and under-eye concealer.
Camouflage makeup can be used as under-eye concealer; therefore even the deepest under-eye discoloration can be covered. Keep waterproof mascara in the makeup kit also. Apply regular mascara to the lashes and then apply one coat of waterproof mascara. Always have a set of medium and long lashes with glue in your kit, as well.

Marketing to brides
A well-developed professional portfolio of your bridal work is a must-have to help sell yourself as a professional makeup artist and gain the confidence of your prospective bridal client. After every wedding, make an appointment with the bride to review her wedding book. Mark the pictures you wish to purchase and call the photographer directly to order them. Order the 8 x 10-inch size. Doing this will help you build your portfolio to show brides and other prospective clients your experience in working with diverse clientele of differing ethnicities and age groups, both male and female. Don?t forget to obtain written permission from the bride to use the photos in your portfolio.

Retaining the bridal client
A happy bride equals a long-term client. Do not worry about selling yourself. If you do your part correctly by listening to her needs and making her picture-perfect in the process, the final look will sell itself. Makeup is one of the easiest products sold because it sells itself.
It is a very rewarding feeling to witness the joy clients feel when they see the deeper natural elegance of their beauty enhanced through the art of makeup. Makeup is inspiring and magic. It helps to create or enhance a deeper dimension of elegance that only can be captured through the correct color combinations and unique placement on the face. It?s a job well done when you see the exuberant smile and look of awe on the bride?s face. When you make your client look and feel special, she will want to purchase the products used to transform her. Once you have your bride as a customer, use sound marketing and great customer service to retain her as a long-term client, helping to build a successful makeup relationship and increased business for your spa or freelance clientele.

Cultural diversity
With the world getting closer and closer, finding the correct colors to support and to enhance multi-ethnic cultural diversity is becoming more of a challenge. With this in mind, it is becoming more challenging to meet clients? makeup needs. The growing population of cultural diversity offers spas a great opportunity to increase retail cosmetic sales and to increase clients by insuring you include colors in your inventory that will enhance and support these various skin tones. By offering a diverse cosmetic line, you will be more effective in addressing these concerns, and both your clientele and retail business will prosper.