advanced ageless beauty techniques face to face

advanced ageless beauty face to face techniques

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. aveda beliefs 1 We believe in treating ourselves, each other and the planet with care and respect. 2 We believe social responsibility is our responsibility. 3 We believe ecological and profit goals are mutually achievable. 4 We believe our authenticity and experience are our points of difference. 5 We believe in inspiring and educating people to integrate wellness and beauty in their lives. 6 We believe in the power of oneness, from our global image to a focused network. 7 We believe learning never ends. 8 We believe in encouraging innovation and empowered decision-making. 9 We believe our actions, products and services should always embody excellence. 10 We believe personal and organizational balance is the key to sustainable success. 11 We believe true leadership is delivered with passion and by example. B aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

welcome 1 Introduction... 1. 2 The 4 Concepts Of Beauty....5. 3 Prepare The Skin...9 4 Inner Light Complexion Finishes...13. 5 Principles of Makeup...17 6 Intense Classic Eye Application...27 7 Intense Contour Eye Application...33 8 Cheek Application...39 9 Precise Lip Application...41. 10 Close The Sale...45 a Appendix: Makeup Maps...47

1 introduction learning objectives By the end of this lesson, you will be able to: discuss participants expectations for the Advanced Face to Face class connect Aveda s mission to product packaging, ingredients sourcing 1 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

expectations What expectations do you have for Advanced Face to Face based on the class objectives? 1 introduction activity Connect the Aveda mission: product How does this product represent the Aveda mission? introduction 2

1 introduction aveda makeup face Inner Light Concealer Inner Light Mineral Dual Foundation Inner Light Mineral Loose Powder Inner Light Mineral Pressed Powder Inner Light Mineral Tinted Moisture eyes Petal Essence Single Eye Color Petal Essence Eye Color Trio Petal Essence Eye Definer Mosscara Conditioning Formula with Iceland Moss Color Options Eye Shadow Transformer cheeks Petal Essence Face Accents 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 compacts/accessories Envirometal Compact Total Face Envirometal Compact Essentials Envirometal Compact Professional Refillable Lip Color Case Mint Green Refillable Lip Color Case Flax Pencil Sharpener uruku Uruku Color Gloss Uruku Lip Pigment Uruku Bronzer 3 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

notes 1 introduction introduction 4

2 the 4 concepts of beauty learning objectives By the end of this lesson, you will be able to: identify the 4 concepts of beauty list characteristics of the 4 concepts of beauty 5 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

History often repeats itself in fashion and beauty. What are some of the current makeup trends today? List the key makeup trends below: the 4 concepts 2 of beauty the 4 concepts of beauty 6

the 4 concepts 2 of beauty LOOK 3 Eyes: LOOK 4 Eyes: Lips: Lips: the 4 concepts of beauty 8

3 prepare the skin learning objectives By the end of this lesson, you will be able to: recommend skin care systems using the Elemental Nature sm Consultation prepare the skin before a makeup application 9 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

BEAUTIFUL SKIN STARTS HERE elemental nature SM a Ayurveda, a 5,000 year-old Indian healing tradition, tells us that the spirit of natural elements (infinity, air, fire, water and earth) are to be found in all living things, including you. When these elements are balanced, your skin looks healthy, vital and radiant. When skin concerns surface, it could be a signal that an element needs to be balanced and Aveda s here to help. How would you describe your skin? MY SKIN HAS: dryness flakiness sensitivity redness oiliness no or few wrinkles prepare 3 the skin fine lines reactivity larger pores wrinkles hyperpigmentation/freckles blackheads lack of firmness discoloration acne/blemishes occasional dullness pink undertones, no sensitivity normal or combination conditions elements needing balance: infinity/air elements needing balance: fire elements needing balance: water/earth Out of the conditions noted, what is your primary concern with your skin? Which products do you currently use on your skin? My elemental nature SM imbalance is: a My skin care system is: botanical kinetics tourmaline charged all-sensitive outer peace green science enbrightenment SKIN CARE RECOMMENDATIONS morning cleanse tone moisturize treat evening cleanse tone moisturize treat professional service recommendations: elemental nature facial SM botanical skin resurfacing treatment green science skin-renewing treatment SM enbrightenment discoloration treatment SM outer peace acne relief treatment aveda men pure-formance facial additional recommendations/products: Soy ink on 100% post-consumer recycled paper. Please recycle. Aveda Corp., Minneapolis, MN 55449-7106 800.328.0849 USA / 763.951.6999 aveda.com A7FM-01-1003 prepare the skin 10

how to prepare the skin Follow these simple steps to prepare the skin while educating the guest on the skin care product system. Explain the morning and evening regime to the guest. prepare 3 the skin 1 Pure Comfort Eye Makeup Remover Remove any existing eye makeup 2 Cleanser Cleanse the skin 3 Exfoliant Exfoliate visible dryness 4 Toner Apply toner 5 Moisturizer Hydrate the skin 6 Eye Crème Apply eye crème 7 Renewing Lip Treatment Hydrate the lips 11 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

notes prepare 3 the skin prepare the skin 12

4 inner light complexion finish learning objectives By the end of this lesson, you will be able to: create dewy, semi-matte and ultra matte complexion finishes 13 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

complexion overview One of the reasons for applying complexion products is to create a balanced, healthy-looking complexion. Consider the condition of the skin when choosing complexion products. This will help determine the amount of coverage needed. Guests with few skin challenges will need less coverage than those with challenges such as excessive discoloration or blemishes. Also consider the skin type (element) when making recommendations. This will help to determine the product finish and texture needed. For example, guests with a Water (oily/acne) nature may prefer powder complexion products to combat oiliness, while a guest with an Air (dry/dehydrated) nature may opt for the hydrated dewy finish foundation products to balance dryness. inner light 4 complexion finish inner light complexion finish 14

choosing complexion shades inner light concealer Match concealer to skin tone when worn alone or applied on complexion to balance natural skin tones. Choose one shade lighter when worn under foundation. inner light 4 complexion finish For extreme under-eye circles, match concealer to skin tone to avoid grey effect created when shade is too light. inner light mineral tinted moisture Select two to three shades that appear close to natural skin tone. Always check by testing color on the face. Apply a small amount of color on the cheek area or along jaw line with a cotton swab. Blend slightly. Choose color that blends invisibly into skin. If possible, compare colors in daylight or natural light. Mix shades, if necessary, to create the perfect color. inner light mineral dual foundation Choose a shade that matches skin for Infinity, Air, Fire and Earth Elements. Initial application of Dual Foundation may appear slightly lighter on oil-rich skin. (Water Element). As powder absorbs natural oils from the skin, it will become darker, therefore balancing skin tones. inner light mineral loose powder and pressed powder Choose the shade that matches skin tone. It is easy to apply these sheer formulas because they blend invisibly into complexion. 15 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

elemental naturesm and inner light complexion chart elemental sm nature Infinity/Air Fire Water/Earth skin type Normal-to-Dry Dry/Dehydrated Sensitive Oily/Acne Normal-to-Oily Complexion Texture Occasionally dull, burns, then tans Resistance to burning skin, small pores Sallow, burns easily, may eventually tan Dry, thin skin, small pores, fine lines Red undertones, noticeable capillaries, always burns Delicate, soft/smooth prone to inflammation and early wrinkles Overall shininess, rarely burns Soft, some puffiness/ water retention, large pores, few wrinkles Occasional shininess, some resistance to burning Smooth, thick, large pores, few wrinkles inner light 4 complexion finish Challenges Spot dryness/ lack of moisture Flaky, rough Prone to irritation, rash/itch, breakouts Excess oil, blackheads whiteheads, acne Oily in T-Zone, spot blemishes Balancing Finish Semi-matte/Dewy Dewy Semi-matte Matte Semi-matte/Matte Balancing Inner Light Product System 1 Concealer 2 Tinted Moisture 3 Powder Loose, Pressed or Dual Foundation 1 Concealer 2 Tinted Moisture 3 Powder Loose, Pressed or Dual Foundation 1 Concealer 2 Tinted Moisture 3 Powder Loose, Pressed or Dual Foundation OR 1 Concealer 2 Dual Foundation 1 Concealer 2 Tinted Moisture 3 Dual Foundation OR 1 Concealer 2 Dual Foundation 1 Concealer 2 Dual Foundation 3 Powder Loose, Pressed OR 1 Concealer 2 Dual Foundation Tips Use minimal powder where needed on face Allow skin to remain dewy and hydrated For maximum coverage, recommend Dual Foundations If this skin type prefers Inner Light Tinted Moisture, use only where needed on face Explain the importance of proper skin care and moisturizing when applying Dual Foundation inner light complexion finish 16

5 principles of makeup learning objectives By the end of this lesson, you will be able to: explain the principles of Color Theory explain the principles of Blending Textures main points 1 color theory principles Primary Colors Secondary Colors Tertiary Colors 2 color terminology 3 color cone 4 color schemes 5 light, dark and bright principles 6 blending texture principles Warm and Cool Colors Neutrals Complementary Colors 17 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

1 color theory principles Primary Colors A color that can not be achieved by mixing other colors together. From primary colors all other colors are created. Primary colors are the building blocks of the color spectrum. Primary colors are strong, bold colors. The three primary colors are: Red, Yellow, Blue. Secondary Colors A secondary color is a color that is achieved by mixing equal amounts of two primary colors. principles 5 of makeup The three secondary colors are: Green, Orange, Violet. Tertiary Colors Tertiary colors are created by mixing equal amounts of a primary and secondary colors. The six tertiary colors: Red-Orange, Yellow-Orange, Yellow-Green, Blue- Green, Blue-Violet and Red-Violet. principles of makeup 18

Warm Colors On the color wheel, colors from Red to Yellow-Green are considered warm. Cool Colors On you color wheel, colors from Red-Violet to Green are considered cool. principles 5 of makeup Neutral Neutral are hues devoid of color. The center of our Color Wheel will represent neutral. The typical Neutrals are Black, White and Grey. Complementary Colors Colors that rest diagonally from each other on the Color Wheel are called Complementary Colors. When these colors are placed next to each other, they enhance each other. But when they are mixed together, they neutralize each other. Using colors that are complementary to your guest s eyes will enhance her eye color. 19 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

2 color terminology Hue: GRADATION OF COLOR The characteristics of a color, or a color as we have identified it, i.e. red, blue, yellow etc. These are colors that have not been mixed with white, grey or black. Hues are pure, unadulterated, brighter and/or more intense. Tint: WHITE A variation of a hue when it is mixed with white. The more white added to a color, the lighter the color tends to appear with regard to weight. Pink is a tint of red. Tone: GREY A variation of a hue when it is mixed with grey. This combination tends to produce a color that is less glaring or less emphatic (dull or dead). Mauve is a tone of red. principles 5 of makeup Shade: BLACK A variation of a hue when it is mixed with black. The more black that is added, the darker the color becomes. Shades of a hue tend to be more somber and appear to be heavier colors with regard to weight. Burgundy is a shade of red. Intensity: VIBRANCY OF COLOR Intensity is the relative strength of a color; i.e. yellow is less intense than blue. Red satin is more intense than red wool. Value: LEVEL OR DEPTH OF COLOR Value is the relationship of lightness versus darkness of a color. The value of color in relation to the skin or the eye color is important because it will determine whether a color is a highlight or a contour. One color may be a highlight for one person and a contour for another. principles of makeup 20

3 color cone The color wheel is not just a two dimensional concept with the addition of white, grey, and black the color wheel becomes three dimensional. We call this figure a double color cone. Color Terminology When we take a color triangle out of the color cone, we can see the effect of white, grey, and black to a particular color. This also assists us in learning terminology to use with guests when talking about color. principles 5 of makeup activity White Tint Grey Tone Hue Shade Black 21 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

4 color schemes We will primarily use these color schemes when it comes to creating current looks. There are three color schemes that we will be discussing: Monochromatic Analogous Complementary Monochromatic Mono means one and chroma means color. Monochromatic application will have the same color tones on eyes, cheeks, and lips. This application is classic and timeless. Tints, tones and shades create this look easily. (Color Cone) Analogous Analogous color schemes are created by using colors that are next to each on the color wheel. Red, Red-Violet, Violet: Analogous Cool. Red, Red-Orange, Orange: Analogous Warm. principles 5 of makeup Complementary Complementary colors schemes are create by choosing colors opposite of the eye color. Complementary colors are opposite each other on the color wheel. These colors enhance each other when placed next to each other but neutralize each other when mixed together. Complementary colors are: Red and Green, Blue and Orange, Yellow and Violet. principles of makeup 22

Directions: Participants will create each of the color schemes using Aveda makeup. monochromatic principles 5 of makeup analogous complementary 23 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

WARM LIPS: Peaches Nudes Spices CHEEKS: Apricot Whisper Peach Lights Bronze Glow Uruku Bronzers YELLOW GOLDEN JASPER Pastel Y/O AQUA PEARL ORANGE Light O/R Dark R/O Light Y/O Dark Y/O GOBI SANDS SWEET GRASS Dark B/G GREEN principles 5 of makeup COPPER HAZE BLACK TULIP Dark V/R Dark B/V Light B/B AZURE RAIN RED Pastel Blue BLUE Light V/B PLUM MIST VIOLET BLOOM BLUE DAWN TWILIGHT Pastel Violet VIOLET COOL LIPS: Plums Roses Pinks CHEEKS: Plum Touch Tessarae Rose Blossom principles of makeup 24

5 light & dark and bright colors Light Colors Light Colors enlarge or bring out. principles 5 of makeup Dark Colors Dark Colors make an area appear smaller. Bright Colors Bright Colors accentuate. 25 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

6 principles of blending textures 1 Basic Principles Creme blends with creme. Powder blends with powder. 2 Creme=Powder (Applying creme product first and layering with powder product) List examples: principles 5 of makeup 3 Building Colors Applying Eye Definer and setting with Eye Shadows. Physically mixing Eye Shadows with Eye Color Options Transformer. Dampening brush with Eye Color Options Transformer to intensify Eye Shadow. principles of makeup 26

6 intense classic eye application learning objectives By the end of this lesson, you will be able to: apply color theory to choose colors create the Intense Classic Eye Application apply false lashes 27 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

intense classic 6 eye application option 1 intense classic eye application 28

1 Prepare the lid. TOOL: 2 Apply highlight color from brow bone downward to a fade past the crease. TOOL: intense classic 6 eye application 3 Blend contour color from lash line to past the crease on upper lid. Connect to inner and outer corners of the eye along lower lash line. 4 Encircle the eye with Eye Definer and diffuse color. TOOL: TOOL: 5 Set Eye Definer with define color and blend softly. TOOL: 6 Apply mascara and finish the brow. TOOL: 29 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

intense classic 6 eye application option 2 intense classic eye application 30

1 Prepare the lid. TOOL: 2 Apply Eye Definer along top lash line and diffuse ½ way up to the crease. Line lower lash line and diffuse connecting inner and outer corners. TOOL: intense classic 6 eye application 3 Set Eye Definer application on top and bottom with define color and blend softly. 4 Apply contour color above define color on top lash line and fade past crease. Diffuse along bottom lash line on outer edges of define color. TOOL: TOOL: 5 Apply highlight color from contour color up to brow. TOOL: 6 Apply mascara and finish the brow. TOOL: For added intensity: Line the inner rim 31 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

band lash application Band lashes come in a standard size. Reshaping the eyelashes should be avoided if possible. Eyelashes that are longer in the center will give eyes a more rounded look. Eyelashes that are longer at the outer corner will elongate the eyes. notes intense classic 6 eye application intense classic eye application 32

7 intense contour eye application learning objectives By the end of this lesson, you will be able to: use color theory to choose colors create the Intense Contour Eye Application apply false lashes 33 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

intense CONTOUR 7 eye application option 1 INTENSE CONTOUR EYE APPLICATION 34

1 Prepare the lid. TOOL: 2 Apply highlight color from brow bone downward toward the contour and from inner corner of the eye onto lid fading upwards into contour. TOOL: intense CONTOUR 7 eye application 3 Blend contour color into the contour. TOOL: 4 Use Eye Definer to line entire upper lash-line and outer ½ of lower lash line, connect at outer corners. Diffuse and blend. Set Eye Definer with define color and blend softly. TOOL: 5 Intensify outer ¹ ³ of lid from lash line to contour using the define color. TOOL: 6 Apply mascara and finish the brow. TOOL: 35 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

intense CONTOUR 7 eye application option 2 INTENSE CONTOUR EYE APPLICATION 36

1 Prepare the lid. TOOL: 2 Apply Eye Definer to line entire upper lash line and outer ¹ ³ of lid from lash line to contour. Apply on outer ½ of lower lash line, connecting outer corners. Diffuse and blend. TOOL: intense CONTOUR 7 eye application 3 Set Eye Definer application with define color and blend softly. TOOL: 4 Blend contour color into the contour. TOOL: 5 Apply highlight color from inner corner of the eye onto the lid fading upwards towards the contour and above contour to brow bone. TOOL: 6 Apply mascara and finish the brow. TOOL: 37 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

individual lashes application 1 Lift lash gently from tray. 2 Follow Application Tips in workbook (listed below): Most natural effect is created by using varying lengths of lashes. Using tweezers, lift one group of lashes from the container and dip the base into glue. Mascara should be used to curve the natural lashes into the false ones for a seamless application. 3 After completing application of the Intense Contour Eye, apply individual lashes to demo model. 4 Follow natural lash line shape. 5 Lashes can be applied at outer corner only to accentuate application. notes intense CONTOUR 7 eye application INTENSE CONTOUR EYE APPLICATION 38

8 cheek application learning objectives By the end of this lesson, you will be able to: balance and enhance facial features 39 aveda corp all rights reserved aveda education makeup: face to face date revised: 12/2011

balancing facial features When would you balance facial structure? 1 This technique is best for makeup applications that are not easily viewed at close range: Photographic work Stage Theatre TV Contouring 2 Contouring dark colors will minimize or make it appear smaller. Choose products 2 3 shades darker than skin. Beneath cheekbone Temple area Along the sides of the nose Along the hairline Chin, if necessary Highlighting 3 Highlighting light colors will bring and area forward, or make it appear larger. Choose powder/creme products 2 3 shades. Center of forehead cheek 8 application Under eye area High on cheekbone to center of cheeks Brow bone Above the lip and Cupid s Bow cheek application 40

9 lip applications learning objectives By the end of this lesson, you will be able to: select lip colors create the Subtle/Nude and Intense Precise Lip Applications balance and enhance the lips 41 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

To create a symmetric mouth, use the following guidelines: 1 Begin on inside of outer corner of top lip, working toward center of lip. 2 Repeat on other side of the mouth, working toward center of the lip. 3 Create the M at the center of the top lip. 4 Begin bottom lip at the inside of outer corner, working toward center of lip. 5 Repeat on the other side of the mouth, working toward center of lip. 6 Fill in the entire mouth. 3 1 2 4 6 5 precise lip 9 application precise lip application 42

intense precise lip application lip liner Begin by prepping the lip with Nourish-Mint Renewing Lip Treatment. Benefits Use Nourish-Mint Lip Definer when a more defined lip line is desired. For longer wear. Helps prevent feathering. Application Follow the natural contour of lips. lip color Benefits An important focal point to the overall look. Application For greater control when shaping lips, use a Aveda s Retractable Lip Brush. Follow the natural contour of the lips. precise lip 9 application 43 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

subtle/nude lip application nourish-mint lip definer Begin by prepping the lip with Nourish-Mint Renewing Lip Treatment. Tip: If needed, apply a small amount of liquid complexion product to create a nude lip. Benefits Use Nourish-Mint Lip Definer when a more defined lip line is desired. For longer wear. Helps prevent feathering. Application Follow the natural contour of lips. Fill in the entire mouth. lip color, uruku color gloss, nourish-mint rehydrating lip glaze, or lip shine Benefits An important focal point to the overall look. Tip: For a nude lip, chose a color that is the same or slightly lighter than your natural skin tone. Application For greater control when shaping lips, use a Aveda s Retractable Lip Brush. Begin in center and fill in following the natural contours of lips. precise lip 9 application precise lip application 44

10 close the sale learning objectives By the end of this lesson, you will be able to: ask for the sale increase your retail sales build your confidence expand makeup artistry skills 45 aveda corp all rights reserved aveda education makeup: advanced face to face date revised: 12/2011

List what was most valuable to you from the Advanced Face to Face information and explain why. How will you use this information to impact your services and sales? How will you use this information to grow your career? 10 close the sale close the sale 46

Appendix

makeup map guest: artist: salon/experience center: date: aveda hair color maintenance/enhancement shampoo conditioner other aveda skin care a.m. 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 Appendix

Appendix

Soy ink on 100% post-consumer recycled paper. Please recycle. Aveda Corp., Minneapolis, MN 55449-7106 USA 800.328.0849 / USA 763.951.6999 aveda.com