Artistry® Insiders Guide to Signature Makeup

55 Pages·2016·9.39 MB·English

by  Dana Nyson

INSIDERS GUIDE
TO SIGNATURE
MAKEUP
TABLE OF CONTENTS
INSIDERS GUIDE TO
SIGNATURE MAKEUP
4 Welcome and Opening Letter ARTISTRY® SIGNATURE
6 The Heritage of Artistry® Brand MAKEUP LOOKS
7 Top 5 Global Leader in 64 Artistry® Signature Makeup
Premium Beauty Everyday Natural Look
8 The Role of Artistry® 68 The Artistry® “No Makeup”
DISCOVERY Signature Makeup Makeup Look
We discover what the future of beauty 10 Artistry® Signature Beauty & 70 Glamorous – How to Transform
Artistry® Signature Makeup Your Look From Day to Night
can be for each and every woman—
11 Meet Rick DiCecca 71 Dramatic – How to Create a
every skin type, every skin tone, every
Perfect Smoky Eye Look
age—and develop ways to bring the
EVEN. DEFINE. COLOR. 72 Business Beautiful
best of lifestyle and skincare needs into
12 The Artistry® Signature Makeup 73 Weekend Ease
our versatile formulas.
Technique: EVEN. DEFINE. COLOR. 74 It’s a Date
12 I ntroducing the Artistry® Signature 75 Celebration Chic
Makeup Everyday Look 76 Party Mode
EVEN HOW ARTISTRY® SIGNATURE
14 What is EVEN? MAKEUP HELPS BUILD BUSINESS
16 EVEN Products 78 Potential of Makeup Business
IMAGINATION
19 Finding the Perfect 82 Create a Personal Testimonial
Our network of color and fashion Foundation Shade 84 Conversation Starters
insiders, including Artistry Global 20 EVEN: Application Tips 86 Bundling
Makeup Artist Rick DiCecca, imagine 88 Practicing Builds Confidence
ways to bring the world’s trends to DEFINE 90 Artistry® Professional Standards:
life as in-demand shades and new 32 What is DEFINE? Hygiene and Image Tips
product types. 34 DEFINE Products
36 DEFINE: Application Tips ARTISTRY® MAKEUP TOOLS
46 Select the Best Palette for You 96 Artistry® Face Chart
48 Matte, Shimmer, and Consultation Pad
Metallic Finishes 98 Artistry® Signature
Foundation Finder
COLOR 104 Getting Started!
INVENTION 50 What is COLOR?
52 COLOR Products REFERENCE
We leverage the latest in science and
54 COLOR: Application Tips 106 Product Fact Sheets
technologies to invent formulas and
packaging that deliver uncompromising
performance and the ultimate in
quality and results.
2 3
WELCOME TO ARTISTRY® SIGNATURE MAKEUP
CONGRATULATIONS!
Dear Amway Business Owner,
You create the Artistry® difference by offering personalized service, your Amway experience,
and your expertise. As you continually strive for ways to provide a sense of community and
to engage others, we encourage you to be aware of the unique opportunity that Makeup
gives to create unique moments of sharing and empowerment.
Thank you for making Artistry® Signature Skincare and Signature Makeup a beautiful
cornerstone to help move your Amway business forward and reach your goals. As an
Amway business owner, you have an exciting and important role in promoting the brand
image of Artistry®, which is one of quality and excellence.
Why promote Artistry® Makeup? Because it can play an important strategic role by
generating excitement with prospects, appealing to Millennials*, and driving to
skincare sales. NEW PREMIUM SUPPORT
This guidebook was specifically designed to help you learn more about and be confident FROM ARTISTRY®
sharing the entire portfolio of Artistry® Makeup products. Prestige beauty deserves premium service.
Enhance your beauty business with insider
This comprehensive guide gives you the tools to build your business by: product tips, expert beauty advice, and
business support from a specially trained
• L earning new skills and product knowledge to help increase your sales potential.
Artistry® Beauty Expert. It’s a new level of
• S trengthening your understanding and building confidence in how to support for your beauty business.
recommend and apply Makeup products and shades.
An Artistry® Signature Beauty Expert awaits
• C onnecting with customers to easily start Makeup conversations and link to you. Simply call Amway Customer Service:
Makeup from any other category of Amway business. 800-253-6500 in U.S., and 800-265-5470
in Canada.
Because you’re in business for yourself,
Ready to get started? With the iconic Artistry® Makeup to work with, new skills, and a not by yourself.
commitment to sharing both with customers, we are confident you will easily be able to
build your Makeup category and grow your overall business.
Thank you for all you do to bring Forward Beauty to women around the globe.
Enjoy the journey!
* Millennials: U35 is the Amway term used to identify this segment of IBOs who are under 35 years old.
Amway has identified this group as a strategic focus. An important characteristic of this group is that their
response to the business and its opportunities is often different than that of other groups.
4 5
WELCOME TO ARTISTRY® SIGNATURE MAKEUP
TOP 5 GLOBAL LEADER IN PREMIUM BEAUTY
HERITAGE OF THE
As an Amway business owner, you have an opportunity to establish and grow your
ARTISTRY® BRAND makeup business.
Imagine the opportunity you have. Women love makeup. Studies have shown it makes them
feel confident and beautiful; a simple stroke of lipstick can change her emotions. Find the
Makeup has always been a component of
the Artistry® brand, and its importance has right shade and you can build a consumer for life. Why will women love Artistry® Signature
Makeup? Here are our favorite reasons to share.
continued to grow decade after decade.
The heritage of the Artistry® brand started
in the 1950s with an adventurous and
FULL RANGE OF BEAUTY PRODUCTS TRUSTED BY MILLIONS OF WOMEN
entrepreneurial husband and wife team –
Complete line of makeup for face, eyes, Artistry® products have been making women
Carl and Edith Rehnborg. In the spirit of
cheeks, and lips, with shades for every look and feel beautiful for over 50 years.
this revolutionary decade, Edith explored
skin tone and flattering for every age.
the world, going beyond boundaries
to bring together science, nutrition, art, SATISFACTION GUARANTEED
and geography to inspire revolutionary PREMIUM 180-day, 100% Customer Satisfaction
beauty breakthroughs. Artistry® is a leading direct-selling Guarantee. If you do not absolutely love
skincare and cosmetics brand; it is your Artistry® products, we’ll refund your
Edith lived with the conviction that every among the world’s top five, largest-selling, purchase price and applicable tax.
woman could be her own work of art. premium skincare brands.*
Edith’s purpose for creating her own line
PERFORMANCE
of cosmetics was to enable strong yet
CLINICALLY TESTED Over 50 years of experience and over
elegant, independent yet extraordinarily
All Artistry® products are clinically tested, $1.4 billion in global sales annually.
feminine women to take their beauty to
safety tested, and guaranteed to perform
its highest level.
for all ethnicities. WORLDWIDE MARKET
Today her heritage lives on, in every Sold in over 50 countries and
formulation, shade, color collection, DISTINGUISHED BY QUALITY territories worldwide.
and in you. Thank you for continuing Artistry® makeup products exceed
her mission to bring Artistry® makeup quality standards and contain only the
to women around the world. best ingredients.
INNOVATION
Over 250 patents and patents pending
“ in the beauty category. Artistry Signature
“ Color® Lipstick and Sheer Lipstick alone
EACH WOMAN IS AN INDIVIDUAL LIKE NO have nine patents.
OTHER. A SELF-MADE WORK OF ART.
— Edith Rehnborg – 1958
TERESA PALMER *Source: Euromonitor International Limited, www.euromonitor.com/amway-claims.
6 7
WELCOME TO ARTISTRY® SIGNATURE MAKEUP WELCOME TO ARTISTRY® SIGNATURE MAKEUP
THE ROLE OF ARTISTRY® SIGNATURE MAKEUP
Artistry® color knows that makeup goes beyond being part of a daily routine; it can Makeup Creates Easy Transitions to Skincare: Discussing Signature Makeup can lead
give a woman confidence, help her present herself to the world, and help grow her directly to recommendations for Artistry® Signature Skincare. For example, the need
Amway™ business. for a foundation to perfect skin tone can result in a conversation about addressing the
underlying concern for brightening. A concealer conversation can uncover the need for
Makeup Attracts New IBOs: Signature Makeup can play a key role in attracting new IBOs. an eye cream that helps with dark under-eye circles. Even recommending a makeup
It makes sense; new IBOs tell us they want products that improve appearance, are fun, and remover can be an effective, logical bridge that helps you build your Artistry® Signature
easy to talk about. Artistry® Signature Makeup fits this profile perfectly. Plus, Makeup has a Skincare business.
built-in customer base: Women buy and use makeup every day. (If you are a woman, think
of how often you buy makeup.)
EXPERT TIP:
Research in the U.S. shows consumers who purchase skincare and makeup
Makeup users show established shopping patterns. purchase 2–3 times more than those consumers who purchase skincare only.*
Did you know:
• When a woman finds a foundation she loves, she continues
to purchase it for an average of seven years. Makeup Connects Customers to Artistry®: Makeup can become an easy way to attract
• More women wear mascara than any other makeup product. new IBOs to Artistry® products. Especially when you wear it yourself and can talk about
your favorite products, shades, and benefits. To build credibility and trust, it’s important
• Lip gloss and Lip color are the #1 most impulsively
for each IBO to make a small investment in Artistry® beauty to best represent the brand.
purchased makeup item.
“When you listen, observe, and then share Signature Makeup, you
connect to a woman’s self-image. So when you offer to help her with
Makeup is an Effective Conversation Starter: Women from all walks of life use makeup;
makeup—then share tips and techniques to make beauty ‘easy’ and
shouldn’t they get it from you? Using makeup as a door-opener can help you create that
‘achievable’—you position Artistry® and yourself as a trustworthy brand.
opportunity. Since makeup has many built-in opportunities for starting a conversation,
And that relationship can go beyond makeup to skincare, and then to
you have options of where to begin.
other parts of your business.”
• Makeup looks are ever-changing from season to season. Makeup is influenced
— Artistry Global Makeup Artist Rick DiCecca
by the world of fashion—think trends in shades, finishes, and more. It’s a
conversation that is easy, fun, and quick. For example, “Did you know red
lipsticks are the hottest trend this fall?” For all these reasons, we ensure that Artistry® Signature Makeup is an area of Amway
business that is always evolving, from new formulas to seasonal trend collections to
• Makeup needs are also driven by a woman’s life—think occasion, day of the multi-use products: we create ongoing opportunities for conversation.
week, and mood. That conversation is also easy. For example, “I have some
great shades that are perfect for a polished look for work.” The easiest way can
be to pay a compliment. For example, “You have beautiful eyes. I have just the
ARTISTRY® SIGNATURE MAKEUP BELIEVES THAT EVERY
right shades to make them stand out.”
WOMAN IS HER OWN WORK OF ART, AND WILL ALWAYS
DELIVER ON GLOBAL TRENDS WITH THE LATEST
TECHNOLOGY AND PRODUCT INNOVATIONS.
*S ources: Gen Y Playbook; US, Korea distributor research; Germany, US, China GDW research, Japan post-launch study
8 9
WELCOME TO ARTISTRY® SIGNATURE MAKEUP WELCOME TO ARTISTRY® SIGNATURE MAKEUP
ARTISTRY® SIGNATURE BEAUTY
Amway knows that beauty should be easier, and that a one-product solution is not right for
everyone. So we created a simple approach based on how people really use products, to help
you and others find the best beauty system based on needs. We call it Signature Beauty.
Signature Beauty is a guided approach to product discovery and use, designed to unlock
your potential to look your best and feel your best, so you can achieve more with your
newfound confidence by using Amway™ products.
We created Signature Beauty to help you and others easily identify and experience a
personalized approach to skincare, makeup, hair care, and more. A common approach
to beauty that everyone can understand.
ARTISTRY® SIGNATURE MAKEUP MEET RICK DICECCA,
ARTISTRY GLOBAL MAKEUP ARTIST
Signature Makeup is an application technique that allows you and others to achieve an
unlimited number of looks with Artistry® makeup through the same three easy steps*:
A makeup stylist and artist with many years of experience, he has worked with world-
EVEN, DEFINE, and COLOR.
renowned actresses and supermodels and has been featured in many prominent
These steps are based upon how real women talk about and use products. Because of this, fashion magazines.
Signature Makeup fits into Amway perfectly. For example, a woman does not say she wants
to “apply eye shadow, mascara, brow pencil, and eyeliner”; she says she wants to “define “The underlying thread of each woman’s beauty, no matter who she is, where
her eyes to make them look bigger” or “define her eye color.” she is from, or what she is facing, is confidence. If you’re able to do magic to
your eyes, cheeks, lips – and look in the mirror and like what you see – then
The steps EVEN, DEFINE, and COLOR were chosen to be simple, memorable, and
you gain confidence. And confidence is beauty.”
repeatable. (An up-close look at each step begins on page 14.)
— Rick DiCecca
Using these three steps, you can pull together an unlimited number of looks—including
your personal Signature Look—taking you from day to night, casual to glamorous.
A master of what he calls “the beauty of real women,” Rick is steadfast in his belief that
every woman can be beautiful.
Rick gains the most satisfaction from helping women reach their potential for beauty –
ARTISTRY® SIGNATURE MAKEUP IS STYLISH, EASY TO DO, while embracing real lives, children, and time constraints – by making makeup work for
AND BASED ON THE WAY REAL WOMEN AROUND THE them on their own terms, giving them the tools and know-how they need to look beautiful
every single day. What is the one “must-have” he tells all of his clients? “All great makeup
WORLD WEAR THEIR MAKEUP—THANKS TO THE INPUT
starts with great skin.” His favorite Artistry® skincare? “Artistry Youth Xtend® works
AND EXPERTISE OF OUR GLOBAL MAKEUP ARTISTS WHO wonders for everyone.”
ADVISE THE BRAND, INCLUDING ARTISTRY GLOBAL
Rick’s contributions to the Artistry® brand include his collaboration on creating
MAKEUP ARTIST RICK DICECCA. makeup formulas and shade ranges, and finding the inspirations and shades for
seasonal collections. He makes television and print appearances around the world as a
spokesperson and brand ambassador.
*A step may contain more than one product.
10 11
EVEN.
DEFINE.
COLOR.
THE ARTISTRY® SIGNATURE
MAKEUP TECHNIQUE
Artistry® Signature Makeup is something that only Amway
IBOs can offer. With Artistry® Signature Makeup, products are
grouped into three simplified steps; this supports all makeup
products and links Face, Eye, and Lip within the Artistry®
brand philosophy.
EVEN, DEFINE, AND COLOR
1. EVEN - Foundation, powder, and concealer
to even out and perfect your skin tone.
2. DEFINE - Eye shadow, eyeliner, eyebrow
pencil, and mascaras to define your eyes.
3. COLOR - Blush, lip gloss, lip pencil, and
lipstick to add color to cheeks and lips to
complete your look.
By combining products from EVEN, DEFINE, and COLOR,
you can pull together an unlimited number of looks,
whether simple or advanced, taking you from day to
night, casual to glamorous.
12 13
EVEN. DEFINE. COLOR. EVEN. DEFINE. COLOR.
WHAT IS EVEN?
EVEN
Artistry® Signature Makeup begins with EVEN. Multi-Taskers: Designed to be used alone or to enhance
other makeup products. They can be applied before
The objective: Use these products right after your skincare regimen to even out
foundation to enhance wear and coverage, or worn alone
and perfect your skin tone.
for their sheer skin-perfecting qualities.
Product Categories: Foundations, Multi-Taskers, Powders, Concealers
• Artistry Exact Fit® Beauty Balm Perfecting Primer
These product types are each loyalty drivers to the Artistry® brand, and are critical links • Artistry Ideal Radiance® Illuminating CC Cream
between skincare and makeup. That’s because Artistry® foundations, concealers, and
powders offer the best of beauty and technology, with a full range of formulas and shades
to match every skin tone and skin type.
Foundations: Artistry® foundation formulas create the
perfect surface and enhance the skin by evening out
skin tone. They also contain advanced technologies to
Powders: Artistry® powders are the perfect way to finish and
enhance skincare benefits, including reducing shine,
set foundation or to touch up during the day. Powders help
helping minimizing the appearance of visible lines
to set foundation, increase the wear of the foundation, and
and wrinkles, and giving a luminous finish. Artistry® provide an extra perfected finish. Artistry® powders come in
foundations come in two forms: liquid and powder.
two forms: pressed and loose.
• Artistry Exact Fit® Longwearing Foundation • Artistry Exact Fit® Perfecting Loose Powder
• Artistry Youth Xtend® Lifting • Artistry Exact Fit® Translucent Pressed Powder
Smoothing Foundation
• Artistry Exact Fit® Powder Foundation
Concealer: Designed with more pigment than foundation,
Artistry® Concealer gives extra coverage to specific areas
where needed, such as discoloration, dark under-eye
circles, or to help hide blemishes. They can be applied
either before or after foundation. Concealers are a great
option for women who do not wear foundation but who
want to conceal minor imperfections.
• Artistry® Concealer
14 15
EVEN. DEFINE. COLOR. EVEN. DEFINE. COLOR.
EVEN PRODUCTS FOUNDATIONS
ARTISTRY EXACT FIT® LONGWEARING FOUNDATION
Use these descriptions of the Artistry® makeup products used in the EVEN step to
The flawless look you want with the long wear you need. Your exact
quickly describe them to your customers.
shade stays in place even in heat, humidity, and constant activity. The
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Artistry Youth Xtend® Lifting Smoothing Foundation is the most advanced
Artistry® anti-aging foundation ever. The High Resolution Light Reflecting
Optics instantly soften the look of fine lines and wrinkles, while giving skin
E a youthful and vibrant radiance. SPF 20 UVB/UVA
G
A Sheer
R
E Medium ARTISTRY EXACT FIT® POWDER FOUNDATION
V
O Full Transform skin impeccably with medium-buildable coverage.
C
This luxurious formula mimics the look of real skin and contains the
H Matte Artistry Exact Fit® blend finely balanced with Tahitian Pearls and Optical
S Prisms for a matte finish. Rare Amazonian Minerals keep skin looking
NI Natural velvety soft for a refined, perfected complexion all day with an invisibly
FI Radiant seamless fit.
Anti-Aging
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Priming
S All-Day-Wearing
T
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F
E Oil Control/Shine Prevention
N
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B
EXPERT TIP:
When describing products, focus on the benefits they provide: benefits tell more than
packaging or scent or even shade. Remember: Women want to quickly know “What’s
in it for me?” Share information such as: How much does it cover? How long does it last?
Blend? Feel on skin?
16 17
EVEN. DEFINE. COLOR. EVEN. DEFINE. COLOR.
MULTI-TASKERS FINDING THE PERFECT FOUNDATION SHADE
ARTISTRY EXACT FIT® BEAUTY BALM PERFECTING PRIMER
This sheer formula triples the benefits in one beauty balm: perfects the To build your Artistry® foundation business, you must be able to find the perfect match for
look of skin, primes skin to help extend foundation wear, and hydrates each customer. The perfect match is a combination of the formula and shade.
for skin that stays soft and supple. Formula can be worn alone or under
foundation to help extend its wear. SPF 35 UVB/UVA To find the To find the To confirm
perfect formula perfect shade the shade
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S28749ENA_PDF_ExactFitLgWearingFndtn_ArtSigFoundationGuide.indd 5 11/13/15 5:08 PM
Foundation Finder ensures Shade Matching Tool helps Shade Finder determines
POWDER
you find exactly what she you pinpoint her shade her exact shade in her
needs in terms of coverage, level and undertone. preferred formula.
ARTISTRY EXACT FIT® PERFECTING LOOSE POWDER
finish, and benefits.
Containing the Artistry Exact Fit® blend of Tahitian Pearls and Optical
Prisms, this silky loose powder mimics the look of real skin for an ideal [Full version on [Included with this book] [Full version on page 103]
complexion with an invisibly seamless fit. Whether worn alone or with page 16 & 101]
foundation, skin looks perfected and luminous. Suitable for all skin types,
including sensitive skin.
Follow these three steps to use these tools together to find her perfect match:
ARTISTRY EXACT FIT® TRANSLUCENT PRESSED POWDER 1. Ask questions to help you use the Artistry® Signature Foundation
Transform skin with translucent coverage. This luxurious silky smooth Finder to recommend the best formula for the customer.
powder formula mimics the look of real skin and contains the Artistry
2. Use the Artistry® Signature Shade Matching Tool with the customer
Exact Fit® blend finely balanced with Tahitian Pearls and Optical Prisms
to determine her skin’s natural level and undertone.
with a seamless universal shade match. Helps to improve foundation
wear and prevent shine anytime, anywhere. 3. Use the Artistry® Signature Shade Finder to find her recommended shade in
the perfect formula. Then swatch it on her skin to confirm the exact match.
CONCEALER
Plus, for customers who already use an Artistry® foundation, the Artistry® Signature
Shade Conversion Tool helps you find a corresponding shade in any other Artistry® formula.
ARTISTRY® CONCEALER
Designed with exclusive Ideal Shade Technology, this concealer adjusts For additional tips on how to use these tools, see pages 96-103.
to fit your skin tone so dark circles and discoloration virtually disappear.
Protective Complexion Barrier helps neutralize environmental damage to
prevent visible signs of premature aging. SPF 15 UVB/UVA
18 19