Row upon row of beauty products, lipsticks stacked in every conceivable shade; fiery reds, tickled pinks, teals and neon oranges. Something for everyone, but do women run towards or run away from make-up counters?
The truth is the make-up counter for most women is not in fact a visit they find as alluring as you would expect. No, instead most find it especially daunting and feel intimidated when approaching the counters. It’s as though you know you’ve just placed yourself perfectly in the line of attack.
You’re drawn in by a counter you’ve not explored up until now, or you’re simply scanning over the latest products added to your favourite line, when you feel the inevitable presence of one of the make-up artists…Looming in the corner she ensnares you before you were able to recoil to a display where you could just look, reach out and touch all the pretty colours. I have witnessed two extremes, firstly the artist with the most immaculate hair and flawless make-up. You would expect this would attract you to them, after all, someone who looks like that has got to have the necessary know-how to help you achieve whatever you wish by way of products. If only it was that simple, we are after all women, we are incredibly complex and multifaceted beings – rather than feel comfort at the fact we may well be in capable hands we become intimidated by this seemingly perfect woman stood in front of us. The other extreme is the artist with the wild hair and unflattering caked-on look. When you see this type of artist you drop whatever you were grasping and try to politely flash a smile that says ‘I was just looking, I’m walking by, I don’t need any help’. To which the outcome is always the same, ‘Hi there, can I help you?’ Whatever you reply you remain more often than not unable to escape. The desperation to get away this time stems from the fact that you do NOT want to leave the counter and have to parade around looking like an entrant to ‘Drag Idol’.
It sounds like a lose-lose situation, but perhaps some of us simply need to be conscious of the fact it is a sales environment and we WILL be approached.
My ultimate experience at the counter was one not too long ago, where I was not dragged to it but rather drawn to the unique display and animated nature of the sales team. The artist that approached me did so in a completely unthreatening manner, but I was open to interaction. I did not feel that I was just another sale, but felt well looked after and almost as though I had been talking beauty with one of my girlfriends. It was the Illamasqua counter in Selfridges (Manchester's Trafford Centre), I definately recommend giving it a visit the next time you're there.
Think about the many products you have bought of your own accord, online or in-store - no trial, no assistance, and inevitably in the end you buying that particular shade or finish makes no sense! It’s a chance to ‘try before you buy’ so why should we forsake such an opportunity on account of a seemingly irrational fear? There’s a saying that ‘happy faces attract happy people’ so don’t shy away from counters as they have the potential to be our saviours.
Alas, it doesn’t seem likely that we won’t run into those who work at the counters who pounce on you for a quick sale. They would undoubtedly yield far better results if they could appreciate how much of an affect it actually has on a customer when they take the time to build rapport, understand your needs and wants. Not only does it put you both at ease it also instils a sense of loyalty to that particular brand.
In this case it definitely ‘takes two to make a thing go right’ changing the outlook you have when visiting the makeup counter may well be all the change you need.
Stay beautiful...Bizous!
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