How to succeed as a beauty retail consultant today

The role of the beauty consultant or sales assistant is an essential one for many brands, but desired skill-sets are shifting as an emphasis is placed on make-up artistry

Juan Lopez Alvarez

For many brands, beauty retail consultants and sales assistants are key to achieving product sales in-store.

Having a friendly face and brand knowledge at the fingertips of an interested consumer continues to drive the importance of in-store brand representatives, even in the age of e-commerce.

Juan Lopez Alvarez is a professional make-up artist and trainer, and is now the Director of Education at his own training school Seventa Makeup Academy, which has recently launched a new Retail Makeup Artist Program.

Here he talks to Cosmetics Business about why beauty retail consultants and make-up artists need to know each other’s trade in order to succeed in today’s competitive store environment.


In this increasingly digital age, how important are make-up artists and beauty retail consultants?
Customers want to feel confident and powerful, and they want to learn how to use products to achieve their desired look. Make-up artists and beauty retail consultants are a necessary tool to help the customer achieve this.

A good consultant can guide a customer to help them make the best choices to produce the best outcome.

With the popularity of digital and the days of Instagram make-up sometimes this is misguided advice that is . . .

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