Help customers find the perfect foundation for their skin type as well as the best tools for the job.

Pick the perfect colour

A flawless and natural-looking complexion is easy to achieve with the right foundation shade. This can be easier said than done, however. On average, women buy seven foundations before finding the right one. But you can help your customers choose the correct product on the first attempt.

The role of foundation is to even out and perfect the skin tone, not change its colour. For the most natural finish, customers should shop for a shade that exactly matches their skin tone. And they should always start with a small amount and build it up, rather than applying too much at once. “If the shade blends in perfectly and you can’t see a colour difference, that’s the perfect match. If it is too light or pink, you have the wrong shade,” says Max Factor make-up artist Caroline Barnes.

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With so many different products to choose from, customers might need your help deciding which are best for them.

What’s the best way to apply a moisturiser?

Sally Penfold, education manager for Dermalogica and IDI, advises: “Apply a 50p piece-sized amount of moisturiser to the face and neck, from the chest upwards.” Application should be even, across the whole area, especially when using a day cream with in-built sun protection. Moisturisers can be applied immediately after a serum or, if not using a serum, directly after cleansing, to help trap essential moisture inside the skin.

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