A
Makeup Essentials
facilitator guide
© Copyright AVEDA Corporation. All Rights Reserved. 0
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table of contents makeup essentials
“Our mission at Aveda is to
care for the world we live in,
from the products we make to
the ways in which we give
back to society. At Aveda, we
strive to set an example for
environmental leadership and
responsibility, not just in the
world of beauty, but around
the world.”
1
Introduction
This hands-on class will teach you the Aveda
Makeup Points of Difference, the Uruku Story,
Aveda Makeup Product Knowledge and Color
Theory. You will also learn how to introduce the
Makeup Ritual to your guest, how to connect it to
your service and how to perform a makeup ritual.
By learning this you will increase guest retention,
referrals and build your makeup sale and create
Horst Rechelbacher, founder
an extraordinary Aveda experience for your guest.
2
Learning Goals
1. Describe the Aveda Makeup Points of
Difference, the Uruku Story and Aveda Makeup
Product Knowledge.
2. Demonstrate how to introduce the Makeup
Ritual to the guest by connecting it to their
service.
3. Perform the Makeup Ritual hygienically.
4. Build makeup systems.
3
Classroom Handouts
— Makeup Essentials Learning Guide
— Color Consultation Tool
— Makeup Map
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makeup essentials
NEEDS LIST
Classroom
• LCD projector and screen
• Lap Top
• Flip Chart and Markers
Products
• Updated Makeup Display
• Pure Comfort™ Eye Makeup Remover
• Applicators: wooden spatulas, mascara wands, eye applicators, lip wands,
cotton rounds and sponges
Technical Tools
• Aveda Flax Sticks™ Professional Makeup Brushes™ Daily Effects and Special Effects
• Uruku Bronzing Brush
• Inner Light™ Mineral Foundation Brush
• Pens
MAKEUP RITUALS
Complexion
1 per 5 participants of all complexion products.
Eyes
1 per participants of all eye products.
Cheeks
1 per 5 participants of all cheek products.
Lips
1 per participants of all lip products.
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makeup essentials
AVEDA MAKEUP
FACE
BRUSHES
Inner Light™ Concealer
Flax Sticks™ Daily Effects Brush Set
Inner Light™ Mineral Dual Foundation
Flax Sticks™ Special Effects Brush Set
Inner Light™ Mineral Loose Powder
Envirometal™ Retractable Lip Brush
Inner Light™ Mineral Pressed Powder
Uruku Bronzing Brush
Inner Light™ Mineral Tinted Moisture
Inner Light™ Foundation Brush
EYES
COMPACTS/ACCESSORIES
Petal Essence™ Single Eye Color
Envirometal Compact™ Total Face
Petal Essence™ Eye Color Trio
Envirometal Compact™ Essentials
Petal Essence™ Eye Definer
Envirometal Compact™ Professional
Mosscara™ Conditioning Formula
Refillable Lip Color Case–Mint Green
with Iceland Moss
Refillable Lip Color Case–Flax
Color Options™ Eye Shadow Transformer
Pencil Sharpener
LIPS
Nourish-Mint™ Lip Definer
Nourish-Mint™ Smoothing Lip Color
Nourish-Mint™ Sheer Mineral Lip Color
Nourish-Mint™ Renewing Lip Treatment
Nourish-Mint™ Rehydrating Lip Glaze
Lip Shine
CHEEKS
Petal Essence™ Face Accents
URUKU
Uruku Color Gloss
Uruku Lip Pigment
Uruku Bronzer
©aveda corp | all rights reserved | aveda education | makeup essentials facilitator guide | 12-20-2010
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makeup essentials
AGENDA
Total Class Time: 4 hours
9:00 AM to 10:45 AM
Welcome, Collect Emails for Evaluations,
Housekeeping, Aveda Mission, Connect,
Attend, Image and Inform
10:45 AM to 11:15 AM
Demo Makeup Ritual
11:15 AM to 11:30 AM
Break
11:30 AM to 12:30 PM
Practice Makeup Rituals
Extend and Refine= Makeup Maps
12:30 PM to 1:00 PM
4
Perform and Close
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makeup essentials
How to introduce Makeup Essentials
• Use standard Aveda Introduction (welcome, housekeeping, mission statement)
• Review hourly Agenda of the day. Use a visual (PowerPoint).
• Make a commitment to your participants of the practical value of this class and how they can
use the information in their salon work and how the Makeup Ritual uniquely creates an Aveda
experience.
Learning Objectives Review:
1. Describe the Aveda Makeup Points of Difference, the Uruku Story and Aveda Makeup Product
Knowledge
2. Demonstrate how to introduce the Makeup Ritual to the guest by connecting it to their service.
3. Perform the Makeup Ritual hygienically.
4. Build makeup systems.
CONNECT
Key Learning Objective:
To help the learner understand how the Makeup Ritual creates a unique Aveda Experience.
While participants are walking into the classroom have the Uruku partnership video playing.
• After introduction, introduce the concept of “Makeup Essentials”. Show visuals of Aveda
Makeup and the Makeup Ritual video.
Explain to participants: How the Makeup Ritual creates a unique Aveda experience.
Have participants read the Aveda Mission on page 1.
Ask participants: “How does the Aveda Mission connect to how we service our guests?”
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ATTEND
• Have participants write down their answers on page V.
• ASK for volunteers to share their answers.
IMAGE
Key Learning Objective:
To have the learner understand the value of the Makeup Ritual and how it creates harmony with
the service.
Tell participants to look at the Makeup Display and Aveda Makeup Images.
Ask participants: “How does Aveda Makeup connect to the total look?”
• By offering the Makeup Ritual we not only create a uniquely Aveda experience, we also create
harmony by connecting the hair to makeup. Makeup completes the look.
Ask participants: “From your ‘guests’ perspective how valuable do you feel that experience is?”
“Do you think it helps retain your guests, create referrals, build your makeup sales?”
Record participants answers on the Flip Chart.
“Today’s class we will be covering how this experience is uniquely Aveda, what are the Points of
Difference for Aveda Makeup and our partnership with the Yawawana Tribe. We also cover how to
choose colors, how to introduce the Makeup Ritual, how to connect it to your service, how to do
a Makeup Ritual and how to build makeup systems. The class offers information on techniques
and simple applications that will help build your business and makeup sales.”
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INFORM
Key Learning Objective:
To introduce the learner to Aveda Makeup by understanding what makes Aveda Makeup unique.
AVEDA POINTS OF DIFFERENCE Chapter 1.
Begin by having participants look over makeup products on the table.
• Ask participants: “How does this product represent the Aveda Mission?”
Record answers on page V.
• Ask participants: List the ingredients of the last meal participants ate on page 1.1.
Ask volunteers to share.
• Ask participants: Do you think it is important to know what ingredients are in our food?
• Ask participants: Do you think an Aveda guest thinks that is important to know what
ingredients are in our products?
Facilitate responses:
Instruct participants to read through material of Aveda Makeup Points of Difference and highlight
what they think is most valuable to share with the guests.
When participants are done, have participants fill out pages 1.6 and 1.7, in their books,
Show That You Know. Review their responses in group format.
URUKU STORIES Chapter 2
Key Learning Objective:
To demonstrate how our makeup products align with our mission, introduce the Uruku sourcing
story and encourage the learner to share it with the makeup guests.
Show video of Uruku Story
• Have participants read through page 2.2 in their books.
• Instruct participants to fill out page. 2.3.
• Divide participants into groups and have 2 groups share their answers.
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AVEDA MAKEUP PRODUCT KNOWLEDGE Chapter 3.
Key Learning Objective:
To introduce the learner to Aveda Makeup by giving participants a tour of the makeup unit and
all the products in the makeup domain. Encourage participants to share the information with
the makeup guests.
Show PowerPoint of Aveda Makeup Beyond Minerals.
Explains to participants the main points.
Divide participants into 4 groups: Complexion, Eyes and Cheeks and Lips, and Tools. Have
participants read through information in their groups and present an overview of category
assigned.
Presentations should include key ingredients and positioning statements. After each presentation,
go through each product of the category and words to know. Instruct participants to write down
positioning statements as each group presents on page. 3.11.
COLOR THEORY Chapter 4
Key Learning Objective:
To help the learner make a personal connection to the importance of color and how it affects
everyone differently and the role color plays in the salon environment.
Explain to participants: Now that we know how to position Aveda Makeup and the products that
go into each category, we are ready to explore the first concept in Makeup: Color Theory.
Ask participants: “What color describes participants best?” page 4.1.
Explain to participants: Color plays an important role in our lives, especially in our salon worlds.
Women color their hair and apply makeup to make their eye color come out and balance skin
complexion.
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makeup essentials
Key Learning Objective:
To teach the learner Color Theory and how to use it to select colors for their guests.
Explain to participants: the most common question women have with makeup is what colors
looks best on them. Have participants record their answers on page. 4.1 of their books.
Explain to participants: basic color theory on pages 4.2-4.3.
Use a visual (PowerPoint of color wheel and Aveda Makeup).
Review Color Terminology page 4.2.
Explain to participants: how to use Color Theory when selecting colors.
Ask participants: What are 3 things to consider when selecting colors?
Facilitate responses: Eye Color, Skin Tone and Hair Color.
Review where Aveda Makeup falls on the Color Wheel page 4.3.
Introduce Color Consultation Tool and Warm and Cool Palettes.
ACTIVITY:
Have participants divide into groups of 2 and choose colors based on participants Eye Color
and Hair Color.
1. Use Color Consultation Tool and Color Wheel as a guide to select colors.
2. Record answers on page. 4.4.
3. Instruct participants to fill out page 4.5- 4.6 Show That You Know.
4. Have participants share answers with group.
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SERVICE WHEEL Chapter 5
Key Learning Objective:
To have the learner make a personal connection to the best customer service they experienced.
Inform participants now that they know what colors to choose, it is time to discover how to offer
the Makeup Ritual, how to connect it to your service and what questions you need to ask.
Have the participants write down a time when they experienced exceptional customer service.
Page 5.1 of their books.
Have volunteers share answers.
Facilitate discussion: “What does it mean to you?” “How was it created?”
Ask participants:
• ”How did they connect to you?”
• ”How did they discover your needs?”
• ”Did they offer solutions?”
Have participants fill out page 5.2 CONNECT: “How do we connect with our guests?”
Facilitate responses: Serve guests with a smile, hand shake, eye contact.
Have participants create 3 DISCOVERY questions for makeup on page. 5.3 in their books.
Record answers on Flip Chart.
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©aveda corp | all rights reserved | aveda education | makeup essentials facilitator guide | 12-20-2010
makeup essentials
Key Learning Objective:
To give the learner an overview of what the Makeup Ritual is and how to offer it to guests and
how to connect it to their service.
Ask participants: Answer questions on page 5.4 in their books.
• “How do you offer a Makeup Ritual to your guests?”
• “How can you connect your Makeup Ritual to your service?”
Have volunteers share answers.
Ask participants: Fill out which service they provide and how they will connect the Makeup Ritual
to their service.
Divide participants into the services they do.
Have each group (Facial, Waxing, Haircut, Hair color, Massage and Manicure and Pedicure)
present to the group.
Tell participants to record information on page 5.4 and 5.5 in their books.
MAKEUP RITUAL Chapter 6
Key Learning Objective:
To give the learner an overview of how to discover needs and recommend the correct system of
makeup products and how to perform it hygienically.
Explain to participants: Now the participants have ways to connect the Makeup Ritual to their
guests, now they are ready to create DISCOVERY questions for each of the categories.
Explain to participants: The Makeup Ritual is a 3-5 minute makeup application to enhance the
eyes, complexion, cheeks and lips. However, you can offer only one of the areas such as
Complexion, Eyes, Cheeks or Lips to touch-up.
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makeup essentials
DEMO THE MAKEUP RITUAL
Explain to participants: the importance of good hygiene while doing the Makeup Ritual
for a guest.
Instruct participants: Create 2 open ended and close ended questions and build a makeup
system for each category. Have participants fill out page 6.2 to 6.10 while you are doing the
category of the Makeup Ritual.
PRACTICE AND EXTEND
MAKEUP RITUAL Chapter 6
Key Learning Objective:
Have the participants practice the Makeup Ritual on each other. Participants start by category
(example complexion, cheeks, lips or eyes) they feel most comfortable doing for Makeup Ritual
and extend it into other categories.
Participants build the makeup system for the category and close the sale. Record ways to close
the sale on page 6.14 in their books.
REFINE
BUSINESS BUILDING Chapter 7
Key Learning Objective:
To have the learner understand how the Makeup Ritual can help grow their business.
Instruct participants: Fill out page 7.2 and 7.3 in their books. (Questions are on PowerPoint)
Share answers with group.
PERFORM
Participants share with group the final looks of the Makeup Ritual.
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©aveda corp | all rights reserved | aveda education | makeup essentials facilitator guide | 12-20-2010
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©aveda corp | all rights reserved | aveda education | makeup essentials facilitator guide | 12-20-2010
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makeup essentials
c
makeup map™
guest:
artist:
salon/experience center:
date:
shampoo
conditioner
other
aveda skin care
a.m.
aveda hair color maintenance/enhancement
p.m.
eye makeup remover
cleanse
exfoliate
tone
moisturize
protect
treatment
aveda makeup
face
concealer
foundation
powder
eyes and brows
eye liner
eye color
mascara
eye brow
cheeks
bronzer
face accents
lips
lip liner
lip color
lip gloss
brushes
medium eye color brush
eye smudger brush
complexion brush
bronzing brush
foundation brush
eye contour
brow and lash brush
blush brush
retractable lip brush
compacts/accessories
envirometal compact™ essentials
envirometal compact™ total face
envirometal compact™ professional
sharpener
© Aveda Corp., Minneapolis, MN 55449-7106 USA 800.328.0849 USA / 763.951.6999 aveda.com
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©aveda corp | all rights reserved | aveda education | makeup essentials facilitator guide | 12-20-2010
makeup essentials
NOTES:
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A
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©Aveda Corporation. All rights reserved. Minneapolis, MN 55449-7106 USA 800.328.0849 USA / 763.951.6999 / aveda.com GLOBAL