MAKEOVERS AT MACY’S/MEMORIAL CITY
by Mary Sit
The Estée Lauder counters were abuzz with excitement on a recent Saturday morning as Derek Miller, Estée Lauder National Makeup Artist applied an artful touch to face after face. It was a special event at Macy’s/Memorial City, designed to inform current customers about the spring trends and entice new customers to try Estée Lauder products.
About 75 women sat in director’s chairs for makeovers, not only by Mr. Miller, but also by the Estée Lauder Beauty Advisors. Clients ranged in age from their 20s to one woman who was 82 and was still interested in the latest look.
Mr. Miller explained that his background is in art, and using women’s faces as his canvas is fun and creative for him. He also believes that there are three essential beauty regimens that women need—“Healthy, moisturized skin, the perfect shade of foundation and great mascara,” said Mr. Miller. “If your skin looks good, it doesn’t matter what you do; you’ll look great,” he added.
At the event women learned about the new Michael Kors Very Hollywood collection featuring soft, smoky eyes and glossy, kissable lips. “This event is a great way to come in and get a new look—and it’s free,” stated Mr. Miller. “You learn a lot. Not only do you leave here looking good, but you leave here knowing how to do it. You learn how to take this and redo it again tomorrow.”
Cosmetics Sales Manager Annette Ledet said the event was a friendly competition between Estée Lauder and Clinique. Beauty Advisors from both brands were working hard, with Estée trying to beat Clinique to the number two sales position at Macy’s/Memorial City. M.A.C Cosmetics was number one.
Estée Lauder sales exceeded plan from February 2009 to January 2010, and the Beauty Advisors were hoping that after the makeovers, that figure would increase. It did, and total sales by the end of the day were well over their goal, said Leigh Gregory, Assistant Manager of Cosmetics at Macy’s. “It was a very productive and profitable event,” said Ms. Gregory, adding that the most popular sales were eye makeup from the spring Michael Kors Very Hollywood collection, followed by skincare products. “Any time we do an event, we’re trying to educate the customers we already have and bring in new customers,” she explained.Customers who purchased $50.00 or more in products received a GWP of an ocean blue tote bag with a matching makeup bag. Inside the makeup bag were Pure Color EyeShadow, Pure Color Long Lasting Lipstick, Resilience Lift Extreme Ultra Firming Creme SPF 15 for dry skin, Gentle Eye Makeup Remover and More Than Mascara®, a fragrance-free, moisture-binding formula.
Mr. Miller did my colors quickly, matching me up to a perfect shade of foundation that blended in seamlessly. He suggested I wear Estée Lauder Signature Silky Powder Blush in radiant peach. I usually gravitate toward rose and mauve, so this was a pleasant change.
He gave me a 10-day sample of the Resilience Lift Extreme Radiant Lifting Makeup SPF 15, a moisturizing, creamy base. I ended up purchasing the blush and foundation brush, making me eligible to take home the blue tote bag with goodies.
A few minutes in his chair under his deft touch made me feel special and pretty. What more could a woman want?