Our mission at Aveda is to care for the world we live in, from the products we

makeup essentials

mission statement 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 corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 i

makeup essentials table of contents

table of contents Chapter Title Page Numbers 1. Aveda Point of Difference... 1.0 2. Uruku Stories... 2.0 3. Aveda Makeup Product Knowledge... 3.0 4. Principles of Makeup... 4.0 5. Service Wheel... 5.0 6. Makeup Rituals... 6.0 7. Business Building... 7.0 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 iii

makeup essentials introduction

makeup essentials introduction Objective By the end of the lesson, the participant will be able to: Connect Aveda s Mission to how we service our guests Describe the Aveda Makeup Points of Difference and the Uruku Story Create a positioning statement for Aveda Makeup Describe how to use Color Theory to select colors Explore ways to implement the Makeup Rituals into your services Demonstrate the Makeup Rituals Explain how the Makeup Rituals helps grow your business Expectations What expectations do you have from Makeup Essentials based on class objectives? Activity Connect the Aveda Mission to how we service our guests. Product: How does the product represent the Aveda Mission? aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 v

makeup essentials 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 BRUSHES Flax Sticks Daily Effects Brush Set Flax Sticks Special Effects Brush Set Envirometal Retractable Lip Brush Uruku Bronzing Brush Inner Light Foundation Brush 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 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 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 learning guide 12-8-2010 vii

1. aveda point of difference

aveda point of difference Objective By the end of the lesson, the participant will be able to: explain the Aveda makeup Point Of Difference Activity List the ingredients of the last meal you ate. aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 1.1

aveda point of difference Aveda Point Of Difference Aveda strives to eliminate petrochemicals whenever possible in all Aveda products. Efforts have been made to eliminate petroleum-derived oils and waxes from all base formulas. To ensure the authenticity, integrity and quality of ingredients, Aveda continually searches the world for plants that are organically grown in a sustainable manner. Aveda products are different. Aveda has taken beautiful hues, added skin-loving ingredients, and subtracted the petroleum-based ingredients found in leading cosmetics to create the Aveda Makeup collection. Aveda has included naturally derived colorants that are true to life. Finally, antioxidants in the form of vitamins have been added to fight environmental aggressors keeping skin looking beautiful longer. Aveda standards are high and we have committed ourselves to them. Aveda s goal is to help decrease petrochemical pollutants by using ingredients that are good for you and have a minimal impact on the Earth s environment. The following list of standards outlines the Aveda commitment: Aveda Approved Ingredients Plant-derived antioxidant vitamins like E and C help fight environmental aggressors. Natural colorants express true-to-life, lasting hues that are better for the planet. Olive and plant oils aren t just for salads anymore; jojoba, olive, and meadow- foam seed oils supply moisture. Natural waxes from plants like carnauba and rose help to protect against water loss. Color smoothes on with beeswax and plant waxes such as rose, carnauba and candelilla. Talc, paraben and mineral oil-free. 1.2 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

aveda point of difference Not Aveda Approved Ingredients Petroleum-derived mineral oils and waxes, from the same source as gasoline, have negative environmental impact, and they may irritate and sensitize the skin. Synthetic antioxidants that help protect against pollutants may create even more in their production and have been linked with skin irritation. Colors never seen in nature come from synthetic sources and will endure in landfills far longer than in fashion. Carmine, a common ingredient which is derived from the crushed carcasses of the female Coccus Cacti insect. Shark and other animal based emollients to perfect the complexion. Ingredients like tallow and cholesterol derived from unlucky cows. Propylene and ethylene glycol, used to make foundations spread evenly may leave the skin vulnerable to eczematous reactions. Odd tasting synthetic perfumes used in lipsticks are not appetizing or easily digested. aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 1.3

aveda point of difference Plant Oils And Extracts Natural oils and extracts don t clog pores and provide essential moisture to the skin. Plant oils like organic jojoba and babassu oils along with rice bran, sunflower, olive and soybean oils are wonderful alternatives to mineral oils, delivering hydrating benefits, lightweight consistency and preventing moisture loss. Annatto oil adds moisture and smoothness to all Uruku formulas. Buriti oil is a conditioning ingredient found in Aveda s patented cupuaçu Lip Conditioning Complex in Uruku formulas. Plant Derived Antioxidants Environmental pollutants, poor nutrition and the body s natural metabolism can rob normal oxygen atoms of crucial electrons, creating crippling atoms known as free radicals. Invaluable to cosmetic products, antioxidants neutralize these free radicals. Traditional antioxidants like vitamins A, E and C along with ingredients like astaxanthin (25 times more powerful than vitamin E) alfalfa and algae are included in many Aveda products. Aveda has created a patented Berry/Lipid Moisture Complex that combines plant and food technology for ongoing protection while replenishing lips. Powerful antioxidants of bilberry, blueberry and cranberry are in this complex. Resveratrol from the Japanese Knot weed is the key antioxidant featured in all complexion products. All of these antioxidants help fight environmental aggressors and protect skin against free radical damage. 1.4 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

aveda point of difference Plant Waxes and Fruit Butters These waxes provide different melting points and help retain the shape and firmness of makeup products. Plant Waxes Waxes from rose, candelilla, carnauba, orange peel, and beeswax also help protect skin and lips from moisture loss. In various Inner Light, Eye, Cheek and Uruku products. Fruit Butters Cupuaçu, a lanolin alternative, derived from a tree in the rainforest belonging to the chocolate family has a high capacity for water absorption making it an optimal moisturizer in Aveda s patented cupuaçu Lip Conditioning Complex. Muru muru, avocado and mango butters are also incorporated to create smooth textures and help condition skin and lips. Pure Plant Aromas/Flavors One of Aveda s main Points of Difference is the use of pure plant aromas in almost all Aveda products. Formulated with organic pure plant-derived aroma from ingredients like certified organic lemon, lavender, bergamot and rose in Inner Light complexion products. (Except Concealer). Certified organic peppermint flavor in lip colors and Lip Liners. Certified organic peppermint and ginger in Lip Glaze products. Certified organic peppermint, cinnamon, anise, basil in products. Extracted from the rose flower, rose wax is a soft fragrant wax that provides additional moisturizing benefits to Mascara Plus Rose. You may also taste some of the pure plant flavors in our Uruku Lip Pigments and Cheek-Lip Cremes. Natural fresh flavors of certified organic cinnamon, anise, basil, and peppermint, invigorate your senses and fill your lips with flavor. aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 1.5

aveda point of difference Show that you know: List 3 Aveda approved ingredients 1. 2. 3. List 3 not Aveda approved ingredients 1. 2. 3. 4. Name one alternative to mineral oil that Aveda uses? 1.6 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

aveda point of difference 5. Why is it important to have antioxidants in your product? 6. Why does Aveda have natural waxes such as rose, candelilia, carnauba, orange peel and beeswax in their products? 7. List 2 Pure Plant Aromas that Aveda uses in their products? aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 1.7

2. uruku stories

uruku stories Objective By the end of the lesson, the participant will be able to: describe the Yawanawa Story aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 2.1

uruku stories The Uruku Story Deep within the Brazilian Amazon, the urukum tree yields a red seed-pigment one that has been used for centuries by the Yawanawa Tribe to decorate bodies and faces. During ceremonies, uruku is the color of the spirit the pigment painted with care by one person onto the face of another, in patterns that are unique to that person s spirit. In daily life, the pigment is worn decoratively over face and body, to protect and adorn. From the same tree, and other plants central to the life of the rainforest, come oils like cupuaçu, buriti and babassu that have long been used as conditioners for face and body. Today, Aveda collaborates with rainforest communities we have helped the Yawanawas organically grow the urukum tree since 1993 fostering community economic independence and helping sustain a healthy ecosystem and bringing you products for lush, natural color on face, eyes and lips sustainable, and elemental as the rainforest. To easily distinguish Uruku products, they are displayed together on the Uruku display module. Babassu Nut Oil Story In the eastern Amazonian region of Brazil, women gather after morning chores to collect nuts from lush new-growth babassu (bob-ah-sue) trees. They carry their harvests in woven baskets to shade trees, where they sit and break the hard shells with a stick over ax blades adjusted to their legs. The women are from Indigenous and local communities that have occupied the Maranhão region of Brazil for over four centuries. They are among 600,000 peasants who have developed a simple livelihood consisting of garden agriculture (corn, beans and small livestock) and the rudimentary processing of babassu nut oil for cooking and cleansing. They call themselves quebradeiras de coco coconut breakers. These local collectives in this precious region have been partners with Aveda for 6 years. Aveda has taken certified organic babassu as a starting point to create a cleansing ingredient known as babassu betaine that is richly foaming. This new cleansing ingredient offers luxurious results, and reflects Aveda s mission: to support sustainable and organic agriculture, protect the ecosystem, and partner with Indigenous and local communities to encourage their economic independence. 2.2 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

3. aveda makeup product knowledge

aveda makeup product knowledge Objective By the end of the lesson, the participant will be able to: create a positioning statement for Aveda Makeup Categories create a positioning statement for Tools and Accessories aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 3.1

aveda makeup product knowledge Complexion Words to Know Coverage the amount of payoff or color a product delivers. Sheer, medium, or full. Sheer minimal coverage that allows natural skin to show through. Medium coverage that camouflages most imperfections while maintaining the appearance of natural skin. Full maximum coverage that minimizes imperfections, covering natural skin; opaque. Translucent coverage that is invisible on the surface of skin. Finish the appearance of a product on the skin, often in reference to the how much or how little shine is present. Dewy, satin/semi-matte, or matte. Dewy finish with a visible luminosity on the surface of the skin. Skin looks luminous, not oily. Satin/Semi-Matte finish that eliminates shine on some areas of the complexion. Matte finish with little to no visible shine on the skin. Face a glowing future with Inner Light Experience makeup with the energizing, light-reflecting benefits of minerals like tourmaline and pure pigments for stay-true, all-day color; moisturizing plant emollients like muru muru butter; and the protective properties of resveratrol-a potent anti-oxidant derived from Japanese knot weed-and mineral-derived sunscreens. With a shade range extensive enough for all skin tones in your choice of finish and coverage. 3.2 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

aveda makeup product knowledge Complexion Products product benefit how to use Inner Light Concealer Full coverage crème camouflages darkness, fine lines, pores, under eye puffiness and imperfections. Spot treat to camouflage. Do not apply to entire face. Inner Light Mineral Tinted Moisture SPF 15 Natural, dewy finish provides all-day moisturization. Balances skin tone. Place a small amount in palm of hand. With fingertips or sponge lightly dot on brow, nose, cheeks and chin. Blend over entire face in a slow downward motion. Inner Light Mineral Dual Foundation Matte finish, long wearing formula provides smooth look of powder with even look of crème. Improves skin radiance. Minimizes appearance of fine lines and pores. Apply with damp sponge for a subtle, light finish and semi-matte complexion. Layer over foundation for an elegant ultra-matte finish. Use dry over bare skin for an opaque matte finish. Inner Light Mineral Loose Powder Sheer, luminous, matte finish powder sets makeup beautifully. Press powdered puff gently on skin, blotting shiny areas. Dust off excess powder with brush. Inner Light Mineral Pressed Powder Sheer coverage powder provides a semi-matte finish. Helps control breakthrough oil, reduces shine and appearance of fine lines, pores and uneven skin tone. Press powdered puff gently on skin, blotting shiny areas. aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 3.3

aveda makeup product knowledge Eye Words To Know Finish the appearance of a product on the skin, often in reference to how much or how little shine is present. Matte finish or texture with little to no visible moisture or shine on the skin flat. Shimmer a reflective, shiny finish often described as pearl or frost. Texture the feel of a product as it is applied to the skin. (Creme or powder). Creamy finish or texture that is moist, hydrated. Highlight Color eye shadow color that is lightest and closest to skin tone. Contour Color eye shadow color that creates depth and definition. Define Color eye shadow color that creates deepest, darkest tone. Cheek Words to Know Finish the appearance of a product on the skin, often in reference to how much or how little shine is present. Dewy finish with a visible shine on the surface of the skin; which is luminous not oily. Creamy finish or texture that is moist, hydrated. Matte finish with little to no visible moisture on the skin. Texture the feel of a product as it is applied to the skin. (Creme or powder). Contour an outline, one representing or bounding the shape or form of the face. Highlight pick out and emphasize, a bright or reflective area. Apple of the cheek It is situated at the upper and lateral part of the face and forms the prominence of the cheek. Temples the flat part of either side of the head between the forehead and the ear. 3.4 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

aveda makeup product knowledge Eyes and Cheeks Products product benefit how to use Pure Comfort Eye Makeup Remover Aroma-neutral, opthamologisttested, dermatologist-tested, oil-free formula gently dissolves makeup. Apply small amount to cotton. Close eyes and gently wipe around eye area. Do not put directly into eyes. Color Options Eye Shadow Transformer Transforms Aveda powder eye shadows into a liquid liner or intense cream shadow while extending wear. Intense Cream Shadow: To maximize payoff and intensity of your eye color, dip brush into Eye Shadow Transformer to dampen. Next, place brush head in eye color pan and agitate to free eye color from the surface area of the pan. Tip: Stay along outer perimeter of eye color pan. Apply to eye lid and repeat to desired intensity. Liquid Liner: Dampen brush and mix with a dusting of eye color. Apply as a liquid liner along upper and lower lash line. Petal Essence Single Eye Definer Smooth, creamy pencil lines, defines and accents eyes and brows. Smudge a thin line softly along upper lash line. Blend. Petal Essence Single Eye Color Smooth, talc-free, mineral oil free powder shadow that blooms in crease-resistant color and lasting wear. Pat or press on slowly and evenly until desired level of color is achieved. Blend. Petal Essence Eye Color Trio Smooth, talc-free, mineral oil free powder shadow that blooms in crease-resistant color and lasting wear. Pat or press on slowly and evenly until desired level of color is achieved. Blend. Mosscara Fast-drying mascara formula for conditioned, resilient, healthy lashes that are long, plush and velvety soft. Apply at the lash line of upper and lower lashes, gently brushing from roots to tips of lashes. Petal Essence Face Accents Petal smooth face color trio provides long-wearing accents creating the perfect blush, flush, bronze or highlight. Sweep over cheeks to shape and contour. Apply to forehead and chin for more radiance. aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 3.5

aveda makeup product knowledge Petal Essence Overview Face and Cheeks Aveda taps into the unique function of flower waxes. Flower waxes extracted from the petals of jasmine and the leaves of geranium create smooth, petal soft, creamy textures. Combined with oil of orchid color applies evenly, feels silky and lightweight. With less dusting and creasing, Petal Essence sets beautifully and lasts. The flowering ingredients along with organic lavender embellish the makeup experience with aromatic whispers from the garden. Mica replaces talc for cleaner, brighter, more reflective hues and finishes. Ingredients Aromatic Floral Waxes: Derived from the petals of Jasmine and the leaves of Geranium. These floral waxes create petal soft texture and minimize dusting. These ingredients are known to moisturize, fight free radicals scavengers. Feels petal soft and creamy to the touch. Velvet finish with decreased dusting improves adherence to skin for color that lasts. Lightweight texture leaves skin feeling soft and smooth. Formulas are easy to apply and glide onto skin smoothly for easy blending and layering to achieve desired coverage. Creamy powder textures don t streak or cake. Provides soft whispering aroma Organic Lavender Completes the aromatic experience with a hint of lavender fields. Oil of Orchid Moisturizing and anti-aging properties. Rich in mineral Zinc, Calcium, Magnesium, Iron, Copper. Talc free Mica (Sericite) Naturally derived mica replaces talc for a lightweight texture and more comfortable feel on skin. 3.6 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

aveda makeup product knowledge Nourish-Mint Overview Nourish-Mint Smoothing Lip Color Nourish-Mint Sheer Lip Color Nourish-Mint Renewing Lip Treatment Aroma Description Organic vanilla, cinnamon, anise and spearmint with a hint of peppermint sweeten and refreshes. *Average results achieved with 8 weeks of continuous use. How does it work? Protein peptide coupled with palmitic acid helps skin boost its natural collagen production. Increased collagen production and hyaluronic acid help replace lost volume and reduces the appearance of wrinkles. Improved moisturizing and reduced cracking and drying of lips creates a smoother surface for color deposit. Essential fatty acids nourish, acting as lipid-captors to provide a protective lipid barrier over the thin epidermis on the lips and enhancing overall lip volume to improve lip firmness and shape of lips. Why the products were developed? Lips are a key feature most likely to show signs of degradation due to age and constant exposure to elements and as they age they become thinner, more wrinkled and prone to dryness. Launch new lip color with lip refining qualities supported by key quantitative claims and address demand for volumizing attributes which are driving lip category growth. Offer aroma/flavor with longevity and commercial appeal. aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 3.7

aveda makeup product knowledge Lip Words to Know Finish the appearance of a product on the skin, often in reference to how much or how little shine is present. Coverage the amount of payoff or color a product delivers. Full Coverage maximum payoff or color that covers most of natural skin. Sheer Coverage minimum payoff or color that allows natural skin to show through. Texture or Finish the feel of a product as it is applied to the lips. (creamy or matte) Creamy finish or texture that is moist, hydrated. Glossy high shine finish; wet look. Shimmer a reflective, shiny finish often described as pearl or frost. Matte finish or texture with little to no shine visible shine on the skin. 3.8 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

aveda makeup product knowledge Lip Products product benefit how to use Nourish-Mint Renewing Lip Treatment Nourish-Mint Lip Definer Colorless lip conditioning treatment replenishes lips with moisture and sheen. Smooths fine lines by 26%. Gives lip color extended wear and prevents from feathering. Follow the natural contour of the lips. Line and fill in the entire lip. Follolw with lip color or gloss. Nourish-Mint Sheer Mineral Lip Color Sheer coverage lipstick smoothes fine lines by 26%. Follow the natural contour of the lips. Nourish-Mint Smoothing Lip Color Full-coverage satin finish lipstick smoothes fine lines by 26%. Follow the natural contour of the lips. Uruku Lip Pigment Smooth, creamy lipstick with sheen. Available in 2 finishes full and sheer. Follow the natural contour of the lips. Uruku Color Gloss Lipstick that gives glossy creamy color. Follow the natural contour of the lips. Nourish-Mint Rehydrating Lip Glaze Liquid lip gloss delivers moisture. Plumps and smooths the look of fine lines. Follow the natural contour of the lips. Lip Shine Wet-gloss that drenches lips in high shine and translucent color. Follow the natural contour of the lips. aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 3.9

aveda makeup product knowledge Overview Tools and Accessories Flax sticks Brush Sets Flax Sticks Brush Sets feature professional makeup brushes with an innovative, environmentally responsible flax-infused handle, and luxuriously soft bristles made of 100% Taklon (non-animal) fiber for superior, controlled application of Aveda makeup products for eyes, cheeks and face. The new brush set offering makes brush selection easy for your guest. Packaged in plant-based biodegradable cellulose bag. Brush Care and Maintenance Wash frequently and gently in warm water with a mild soap if necessary to remove build-up. The shape of non-animal bristles is formed by heat, so it can also be changed by excessive heat. Do not leave your brushes soaking in water. Rinse well and shake any excess water off. Reshape the brush and allow the brush to hang over the edge of the sink or dry flat. Do not dry upright, the water may run or sit in the ferrule interfering with the longevity of the glue which holds the bristles in place. Store in protective pouch or place in appropriate holder when completely dry. Materials Packaging. Envirometal Compact Professional and Essentials Made of 30% PCR and 20% post-industrial recycled (PIR) aluminum. There are two types of recycled material that Aveda uses. One is PIR (post industrial scrap) and the other is PCR (material that has gone through curb-side recycling and back in the system to be reused). Although both types are great, Aveda prioritizes PCR post-consumer content because it closes the recycling loop. The mirror and magnet are lead free glass, the same as our existing compacts. They are packaged in 55% PCR paper carton. Refillable Lip Color Case Our environmentally-responsible lip color system features a reusable case that can be refilled with your favorite Aveda Lip Color. The base is made of up to 65% post-consumer recycled aluminum. Your first purchase of an Aveda Lip Color includes the refillable case. 3.10 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

aveda makeup product knowledge Show that you know: 1. Create a positioning statement for Inner Light complexion products. 2. Create a positioning statement for Petal Essence cheek and eye products. 3. Create a positioning statement for Nourish-Mint lip products. 4. How will you introduce Flax Sticks Professional Makeup Brushes and tools to your guest? aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 3.11

4. principles of makeup

principles of makeup Learning Objectives By the end of this lesson, the participant 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 Warm and Cool Colors Neutrals Complementary Colors 2 Light, Dark and Bright Principles 3 Blending Texture Principles aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 4.1

principles of makeup Point 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. 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. 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. 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. 4.2 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

principles of makeup Point 2: Light & Dark and Bright Colors Light Colors Light Colors enlarge or bring out. Dark Colors Dark Colors make an area appear smaller. Bright Colors Bright Colors accentuate. 4.4 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

principles of makeup Point 3: 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: 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. aveda corp all rights reserved aveda education makeup essentials learning guide 10-25-2010 4.5

principles of makeup Skin Tone Eye Color Hair Color Warm or Cool Makeup recommendations Eyes Cheeks Lips Skin Tone Eye Color Hair Color Warm or Cool Makeup recommendations Eyes Cheeks Lips 4.6 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

principles of makeup Show that you know: 1. List the 3 primary colors? 2. List the 3 secondary colors? 3. What is 1 example of a warm Petal Essence Face Accent? 4. What is 1 example of a cool Petal Essence Eye Trio? 5. To bring out blue eyes what types of colors look best? aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 4.7

principles of makeup 6. To bring out green eyes what colors look best? 7. What is a complementary Petal Essence Eye Trio for red hair? 8. What are 3 things to consider when choosing colors? 9. Give one example of a warm lip color. 10. How does learning about Color Theory benefit the experience of the guest? 4.8 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

5. service wheel

service wheel Objectives By the end of the lesson, you will be able to: explore how to offer a Makeup Ritual connect the Makeup Ritual to your service discover ways to close the sale Activity Write down a time when you experienced exceptional customer service. aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 5.1

service wheel Offer Solutions with Aveda Makeup Makeup Ritual How do you offer a Makeup Ritual to your guests? How can you connect your Makeup Ritual to your service? Give an example of how to connect the Makeup Ritual to these services: Facial: Waxing Service: Hair Cut: 5.4 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

service wheel makeup map guest: artist: salon/experience center: aveda skin care a.m. p.m. 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 eye makeup remover cleanse exfoliate tone moisturize protect treatment brushes medium eye color brush eye smudger brush complexion brush bronzing brush foundation brush compacts/accessories envirometal compact essentials envirometal compact total face envirometal compact professional sharpener date: eye contour brow and lash brush blush brush retractable lip brush c aveda hair color maintenance/enhancement shampoo conditioner other Aveda Corp., Minneapolis, MN 55449-7106 USA 800.328.0849 USA / 763.951.6999 aveda.com aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 5.7

6. makeup rituals

makeup rituals Objectives By the end of the lesson, you will be able to: create discovery questions and offer solutions to for each makeup category create a complete guest experience hygienically perform the Makeup Ritual demonstrate Aveda makeup create makeup systems and build the sale build your confidence in closing the sale aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 6.1

makeup rituals Activity: The Aveda Makeup Ritual is the best way for your guests to experience Aveda Makeup. The Makeup Ritual is a 3-5 minute makeup application to enhance the complexion, eyes, cheeks and lips. It is formerly known as the Aveda Makeup Finishing Touch. Aveda Makeup Ritual: Set-Up and Hygiene 1. Always wash hands before and after applying any product. 2. Use single stroke application 3. Hygienically remove products and place the products on a tissue on the workstation. 4. Apply/sift powder onto tissue. 5. Apply makeup onto cotton swabs, wooden spatulas, sponges. 6. Sharpen all pencil products before and after use. 7. Remove mascara with mascara wands. 8. Discard applicator immediately, never leave them in the display or on the counter. 6.2 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

makeup rituals Activity: Complexion 1 1/2 Mintues DISCOVER NEEDS: Create 2 opened ended questions for complexion. 1. 2. OFFER SOLUTIONS CONNECT OFFER SOLUTIONS: Create 2 closed end questions for complexion. 1. 2. DISCOVER NEEDS BUILD THE SYSTEM: Create 3 product systems for complexion that include brushes and compacts. 1. 2. 3. Have participants perform steps for choosing the correct complexion shade on each other. aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 6.3

makeup rituals Steps for choosing the correct complexion shade 1 1/2 Mintues Inner Light Mineral Tinted Moisture SPF15 1. Evaluate guest s skin tone fair, medium or deep. 2. Choose two to three shades that appear close to the natural skin tone. 3. Apply a small amount of color on the cheek area or along the jaw line with a cotton swab. Blend slightly. 4. Choose color that blends invisibly into the skin. 5. If possible, compare colors in daylight or natural light. 6. Mix shades, if necessary. 6.4 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

makeup rituals Activity: Eyes and Brows 2-3 Minutes DISCOVER NEEDS: Create 2 opened ended questions for eyes. 1. OFFER SOLUTIONS CONNECT 2. DISCOVER NEEDS OFFER SOLUTIONS: Create 2 closed end questions for eyes. 1. 2. BUILD THE SYSTEM: Create 3 product systems for eyes that include brushes and compacts. 1. 2. 3. Have participants perform eyes and brows application on each other. aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 6.5

makeup rituals Brows and Eye Application 2-3 Minutes Brows a. b. c. 1. Prepare the lid by removing existing eye makeup. (optional) 2. Prep the lid. Choose the highlight color. This is the lightest shade in the look. Apply the highlight color all over the lid as a sheer wash of color. 3. Apply eye definer along entire upper lash line using small, short strokes. Gently blend eye definer. 4. Set eye definer with your deepest chose eye shadow shade. If desired, apply that shade on bottom lash line about ½ to 2/3 rd s of the way over. 6.6 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

makeup rituals Activity: Cheeks 30 Seconds DISCOVER NEEDS: Create 2 opened ended questions for cheeks. 1. OFFER SOLUTIONS CONNECT 2. DISCOVER NEEDS OFFER SOLUTIONS: Create 2 closed end questions for cheeks. 1. 2. BUILD THE SYSTEM: Create 3 product systems for cheeks that include brushes and compacts. 1. 2. 3. Have participants perform cheek application on each other. aveda corp all rights reserved aveda education makeup essentials learning guide 11-2-2010 6.7

makeup rituals Cheek Color Application 30 Seconds 1. Apply a small amount of product, starting at the apples of the cheeks. 2. Work in upward circular motions up towards the hairline. 6.8 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

makeup rituals Activity: Lips 1 Minute DISCOVER NEEDS: Create 2 opened ended questions for lips. 1. OFFER SOLUTIONS CONNECT 2. DISCOVER NEEDS OFFER SOLUTIONS: Create 2 closed end questions for lips. 1. 2. BUILD THE SYSTEM: Create 3 product systems for lips that include brushes and compacts. 1. 2. 3. Have participants perform lip pencil and lip color application on each other. aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 6.9

makeup rituals Lip Liner Application 30 Seconds Begain 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. 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 6.10 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010

makeup rituals Lips Color Application 30 Seconds 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. 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. TIP: For a quick and easy touch-up, simply apply Nourish-Mint Rehydrating Lip Glaze or Lip Shine to the lips. 3 1 2 4 6 5 aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 6.11

chapter makeup name rituals makeup map guest: artist: salon/experience center: aveda skin care a.m. p.m. 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 eye makeup remover cleanse exfoliate tone moisturize protect treatment brushes medium eye color brush eye smudger brush complexion brush bronzing brush foundation brush compacts/accessories envirometal compact essentials envirometal compact total face envirometal compact professional sharpener date: eye contour brow and lash brush blush brush retractable lip brush c aveda hair color maintenance/enhancement shampoo conditioner other Aveda Corp., Minneapolis, MN 55449-7106 USA 800.328.0849 USA / 763.951.6999 aveda.com aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 6.13

makeup rituals Close The Sale After you have completed the service wheel and have demonstrated the Makeup Rituals list 3 ways to close the sale. 1. OFFER SOLUTIONS CONNECT DISCOVER NEEDS 2. 3. aveda corp all rights reserved aveda education makeup essentials learning guide 12-8-2010 6.15

7. business building

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