I have been working in the health & beauty business for several years, and I find it very interesting. The wide range of brand, and the opportunities to grow new categories is very challenging.
One of the hypest trend of the make up business right now is what we call "contouring". What is it?
"Contouring is giving shape to an area of the face and enhancing the facial structure through makeup," says Beau Nelson, Kristen Stewart's longtime makeup artist.
Contouring used to be a professional techniques needing a lot of expertise in order to use. But a lot of the mass market make up brands decided to propose products to contour. Nevertheless, due to the technicity of these products, they are hard to sell.
This is the reason why Sephora has worked on a new store concept in order to help customers try these new techniques.
“That’s where Sephora comes into play,” said McDonald. “When you demystify, people feel empowered to buy. This translates into her being more engaged in beauty, and that translates into her buying more items.”