Clean Makeup Look for Baby Boomers

The best baby boomer makeup look is the clean beauty look.  This look is especially suited to the woman over 50 because it emphasizes an even-toned complexion and neutral colors that flatter EVERYONE.  It also quickly transforms from work day to date night!

Day look

Work Day

Key components of the look include

  • Flawless foundation
  • Groomed brow (follow link to learn the importance of the brow)
  • A peachy-pink flush of cheek color
  • Neutral eye shadow that is close to the natural color of the lid (if you are adventurous, try a deeper brown in the crease)
  • Mascara
  • Lip color a shade or two darker than the naked lip

You can take this look from daytime to date night by reapplying mascara and increasing the intensity of the eye, blush, or lip.  In the photo below, only the eye crease and lip color were changed.  The crease color was refreshed with the same medium-dark brown using a heavier hand than would typically be used during the day.  The lip color went from a mauve-rose to a deep honey-bronze shimmer.  In person, the eyes were more intense, so the blush and lip were kept relatively neutral.


Evening Look

Date Night

Both day and evening looks are quick and simple to execute.  Remember, it’s only makeup.  It should be FUN and EASY!


Makeup Spring Cleaning

Time for the Beyond 50 Beauty to revitalize the beauty stash and clean out that tired, old makeup drawer.  Out with the old and in with the new!

We’ve spent lots of time and money curating that fabulous makeup collection, but we must let go of items that aren’t helping us and might even be harming us.  Because letting go can be difficult, we are going to attack in stages.

Stage 1:  The good, the bad, and the ugly

Stage 2: UBOs

Stage 3:  Object d’Art

Stage 4:  Recovery


Stage 1:  The Good, the Bad, and the Ugly. This stage is the easiest.  Put all of your makeup (and hair care products) in three piles.

The Good:  Anything that you use at least once a week.  EVERY WEEK!  (No cheating).  This is the stuff you get to keep.  Replace items per the following schedule:

  • 6 months:  Mascara (I know it still has stuff in it, but pink-eye ain’t cute, girl!)
  • 2 years:  Foundation (liquid), blush, eye shadow, face powder,
  • 2 years:  Moisturizer (Only if you stock up when it’s on sale.  If you haven’t used that $200 pot of La Mer in TWO years, it probably doesn’t work for you, so toss it….or give it to a VERY good friend, if that makes you feel better)
  • 1 year: lip, eye, and brow pencils and nail polish

The Bad:  Anything that smells bad or has separated or dried up should be thrown away.  Anything in  broken packaging or that has fallen into the toilet MUST be thrown away!

The Ugly:  Anything that does not look good on you.

  • If it doesn’t make you look or feel beautiful, throw it away (PERIOD!)
  • Let go of that nude lipstick that is all the rage, but makes you look like a corpse.
  • I know you paid $75 for that blue sparkly Dior eye shadow in the gorgeous blue compact, but it doesn’t look good on YOU.  LET IT GO!  If it makes you feel better, you can give it to your niece, or give it the object d’art treatment described below.  Bottom line:  it’s got to go.

Stage 2:  UBO’s (Unidentified Beauty-Related Objects). UBOs are never-used beauty items that you receive as gifts from friends, family, or free with another makeup purchase.  Consider this:  If that stinky bath gel set or neon eye shadow palette is on your vanity, the gift-giver thinks you like it, and give you MORE of it.  We are all guilty of holding on to things for sentimental reasons, because we love the person that gave the gift, or because the items were “free”, but if you haven’t used a product in the last 30 days, toss it.

Other UBOs include gadgets (heated eyelash curler anyone?) or beauty products that you do not know how to use.  Just pay the eyelash lady $30 and toss those individual eyelashes, applicators, glues, and other beauty items that you thought you would learn to use…..someday (sigh)…into the trash bin.

Stage 3:  Object d’Art. The compact or packaging is so lovely that you cannot bear to part with it, refill it with something you love.  Once you’ve used the last crumb of eye shadow in that slick Chanel compact with logo on the lid, use it again, and again, and again. Pack your favorite lip colors into an empty eye shadow palette.  If the container is larger, refill it with hand crème, lip balm, mints, pills, or something that you will use every day.  Every time you take that beautiful compact out of your purse, you will smile, and when you smile you FEEL beautiful and you ARE beautiful!

Stage 4:  Recovery. Stage 4 is where the fun begins.  Now that your makeup drawer is “clean”, you get to play.

  • Take stock of what works and (more importantly) what does not work.  I’ll bet your mistakes and throw away pile is like mine.  Full of items that are of the moment, but don’t work for you.  Now that you are free of that stuff, you can focus on what works.
  • Look at your keep pile.  This is the stuff that makes you FEEL beautiful.  And when you feel beautiful, you ARE beautiful.
  • Now you get to go shopping!  Replenish expired items (mascara, eye/lip/brow pencils at the very least) and try new things.

Remember Beyond 50 Beauties, it’s only makeup! Have fun with it!


Spring Makeup Trends- Interpreted for the 50+ Woman

Spring 2014 makeup trends for the 50+ woman are generally in line with those seen in this season’s fashion magazines.  For the first time in years, makeup trends of the season are consistent with general makeup application rules for the mature woman:

  • Flawless skin
  • A flush of color on the eyes and cheeks
  • Natural and electric orange lips (YES WE CAN!)

Flawless Skin



Flawless skin means even-toned skin.  As discussed in 2014 Academy Award Looks for the Mature Woman, the focus is on skin clarity, not the texture.  If you are very wrinkled, focus on evening out the tone–creating the clean canvas. The most foolproof method of evening out skin tone is by using a tinted moisturizer.  It is typically sheer and doesn’t settle into fine lines and wrinkles.  Because tinted moisturizer is sheer, color-matching is not typically an issue.

Flush of Color

Crème blush can provide you with a very natural looking flush.  One of the reasons that the model pictured above is so effective is because she appears to not be wearing makeup.  That’s mainly due to the light hand used to apply a crème blush.  Creme blush is also less likely to settle into fine lines and wrinkles.

TIP:  To avoid placing the blush too low on your cheek,  do not smile when applying blush.  As we age, the “resting position” of the apple of the cheek falls.  If the apple of your cheek falls at or below your nostril, do not smile when applying blush.  Apply it to the cheekbone when the face is at rest and blend it (very slightly) into the apple.


Natural and Electric Orange Lips (Yes we CAN!!)

Clean face with just coral lip color

Clean face with just coral lip color

For a natural look, select a lip shade that is two shades darker than the natural color of your lips.  If your lips are darker, this might mean a deep (but sheer) mauve tone.  Not everyone can wear a nude/taupe-colored lip.  If wearing a lip color too close to that of the rest of your face makes you appear sickly, opt for a tone two shades darker than your naked lip. Remember:  Although a nude lip is fashionable, it is not an easy look to pull off.  Looking good is ALWAYS in style, so go with a tone that works for YOU!  One that makes you look and FEEL good.

The electric orange lip is everywhere.  Don’t be intimidated.  The “orange” lip is just the classic coral lip revisited! Because coral is a universally flattering color, it looks good on almost everyone.  The browner your skin tone, the deeper you can go.  Paler tones might want to stick within the salmon family. If you’ve been rockin’ that coral lip for ages, amp it up by going a shade or two in either direction.

BH’s $11 lip palette is an economical way to try out the trend.  Their 66 color lip gloss palette contains almost 10 shades of the season.  The title says “gloss”, but they are more like cream lipsticks.  This palette offers LOTS of bang for the buck.  If coral shades aren’t for you, there are 50 more traditional colors ranging from neutral to red shades.

The Bottom Line

The clean and simple style of makeup that is perfect for the 50+ woman is the height of fashion this spring.  Put your fresh face forward!

Have fun!


St. Patrick’s Day Makeup

St. Patrick’s Day is near and some of you will be wearing the green.  Here are a two ways to incorporate green into your makeup look without being too matchy-matchy (assuming that you’ll be wearing something green) or looking like a crazy person.  After all, the goal is to be festive and attractive.

The easiest way to incorporate green into your makeup look is to wear green eye shadow.  Here are a couple of rules:

  1. The paler the skin, the paler shade of green
    • Fair to light skin tones should stick with mint and celery shades
    • Medium and deep skin tones should use richer shades in the emerald or evergreen family
  2. Use a light hand.  A little goes a LONG way, so start with a pop of green on an otherwise neutral/skin tone eye.  You might find that a little is just enough.  Use green shadow:
    • Just on the lid, or
    • Just in the crease
    • "Hancock" Premiere - Arrivals
  3. Shimmer is ok
    • Since you aren’t wearing color all over the eye, a bit of shimmer is ok.  NOT GLITTER, ladies— shimmer.
    • This is especially flattering on deeper skin tones.  A deep, rich and shimmery emerald can be exceptionally beautiful on a very deep skin tone.
    • On fair or light skin tones, emerald shades can be used if a high-glamour or vamp look is desired, but it can be tricky, so you might want to stick with hues of mint or celery.  If you aren’t very skilled at blending, the look can be harsh, aging, and unflattering.
    • If your eyes are very crepe-y, you might want to restrict the shimmer to the lid.
  4. Skip green shadow altogether and pop it on the upper or lower lash line (not both!)  Here are two of the easiest ways to incorporate green into your St. Patrick’s Day makeup look:
    • Start with a neutral eye (taupe, brown, skin tones), then
    • Use green eyeliner on the upper lash line (experiment with a cat-eye, if you can  carry it off), or
    • Use a green pencil on the water line (inner lower lid).
    • The model is wearing a bold version of the look.  The mature woman might want to soften the look by blurring the line with a clean brush (or q-tip)


Happy St. Patrick’s Day!


2014 Academy Award Looks for the Mature Woman

The clean beauty, no-makeup look reigned supreme at the 2014 Academy Awards.  Along with the it-girls of the moment, the mature actresses wore a clean beauty, no-makeup look.  Bette Midler and Meryl Streep epitomized this trend.  They were radiant, beautiful, and flawless.

86th Annual Academy Awards - Arrivals86th Annual Academy Awards - Arrivals

The clean, no-makeup look is one that is appropriate for every woman, no matter her stage in life, but it is especially appropriate for the mature women. The clean beauty look is easy for the mature woman to wear because the look consists of just a slightly enhanced “you”.  The goal is not to transform or reshape facial characteristics.  It is to present the best natural “YOU”. The clean, no-makeup look is ALWAYS appropriate and can take you from day to evening.

The basis of the no-makeup look is the flawless face.  Wrinkles, fine lines, and creases are a NON-ISSUE.  That’s right!  Texture is NOT an issue with this look because the look is based on unblemished, even-toned skin.  Think about it!  When you think of flawless skin, you think about color and clarity.  You don’t really think about texture.  For example, in the photos below, Bette Midler and Meryl Streep have flawless-even skin.  They have crow’s feet and laugh lines for sure, but their SKIN is without flaw.  They are beautiful.

The keys to achieving the no-makeup look are:

  • Warm, even-toned skin
  • Concealed flaws
  • Sunlit cheeks
  • Softly radiant eyes
  • Kissable lips

Warm, Even-toned Skin

Goldie Hawn’s skin looks healthy and radiant.  She has the warm, vibrant glow of a woman that spends time outdoors.  Although she is fully made up, you see her skin, not her foundation.  Seeing the skin is the most important characteristic of the no-makeup look, and a tinted moisturizer is the ideal product for achieving it.  Tinted moisturizers provide both hydration and light, translucent coverage.  Exactly what the mature woman wants!  They are sheerer than traditional foundation, and a lot more forgiving.   The good ones contain ingredients that allow them to adapt to the skin-tone to which they are applied.  All one has to do is select a shade that is close to their own.

Try warmer neutral tones because they impart youthfulness and avoid pink-based products as they tend to produce a “cool” look.  Remember, the goal is to appear vibrant and healthy.  Warm tones typically look more vibrant and alive than cooler tones.  When shopping for a tinted moisturizer, start with one produced by the company that makes your tried and true moisturizer.  If their moisturizer works for you, chances are good that their tinted moisturizer will perform well for you too.’s 13 Best Tinted Moisturizers is an excellent source of additional information about drugstore and high-end brands.

In the winter, I like to use a priming moisturizer before applying tinted moisturizer.  In the first photo, my face is clean.  I’ve used Laura Mercier’s Hydrating Foundation Primer in the second photo.  Click the link for a detailed review.  The primer is optional, but I use it to minimize the appearance of fine lines and even my dry, flaky winter skin.  In the third photo, I’ve groomed my brows and applied Salma Hayek’s Nuance brand Flawless Wear Tinted Moisturizer in Deep 265.  It provides the sheer finish I’m after for this no-makeup look.


Clean face


With Laura Mercier Hydrating Foundation Primer

Tinted Moisturizer and groomed brows

Tinted Moisturizer and groomed brows

                                   Concealed Flaws

The goal of concealer is to conceal dark spots, pimples, and under eye circles, without negating the “clean” look achieved with the tinted moisturizer.  One way to do this is to apply concealer after applying the tinted moisturizer.  In fact, you should give your tinted moisturizer 3-5 minutes to “work” before applying concealer.  During this little break, you are allowing the product to “set” and adapt to your skin tone. You may find that the tinted moisturizer already covers the areas you were going to conceal.

The two most important things about using concealer are to (1) not use too much product and (2) to blend, blend, and blend some more.  Apply product with a thin brush and blend with your finger, sponge, or beauty blender.  Rather than applying tons of product in one pass, build to the desired coverage using thin layers.  The result will be more natural, less cakey, and less likely to settle into fine lines and wrinkles.  This is especially true for highly textured skin.

There are tons of concealers out there, but the one created by Eve Pearl is special.  Eve Pearl, Emmy Award winning makeup artist for The View, is famous for her salmon concealers.  Many have tried to duplicate them, but nothing works like the original.

If your skin is prone to shininess, apply a very thin veil of powder.  Enough to combat shine, but not so much that you end up destroying the bare-skin look you are trying to achieve.

Sunlit Cheeks

The clean beauty look is characterized by a natural flushed cheek.  You are trying to replicate the flush of a child’s cheek.  The cheek should not be dramatic or exaggerated.  Use cream blush to achieve a dewy look.  Peachy and peachy-pink shades are the most flattering.

TIP:  do NOT smile when applying blush.  As we age, the apple of the cheek in resting position (when you are not smiling) tends to be lower.  If you smile and apply blush to the apple of the cheek, blush ends up in a position that is too low on the face.  When you aren’t smiling, your blush ends up below the plane of your nostril.  It might feel strange the first time you apply blush higher up on the cheek than you are used to, but the result will be significantly more flattering.

Softly Radiant Eyes

A matte neutral eye shadow palette should be in every mature woman’s makeup kit.  Apply a matte shadow that is a slightly darker than skin-tone to the crease and blend through the crease and downward to the lid until all hard lines are completely blended. To balance the eye, apply that same shade tightly under the outer 2/3rds of the lower lash line.  The goal is to enhance the eye without making the effect dramatic in any way, so avoid contrast by thoroughly blending all intersections of skin and color.

Viseart (link to detailed review) makes an excellent matte neutral palette of shadows that are very blendable and DO NOT settle into textured eyelids.  There is a  famous $52 neutral palette that comes highly recommended by YouTube makeup gurus.  The colors are pretty and the package is beautiful, but those shadows are shimmery, sparkly, and shiny –everything the mature woman should avoid.  For most of us, matte is the way to go.

If you find that your eyes need more definition, apply a dark brown or soft gray pencil or shadow to the upper lash line.  Do not use black.  It is too harsh.  Dark brown and gray are much softer and conducive to a no-makeup look.

TIP:  If your eyes are hooded and upper liner bleeds to your lid, apply liner to the tightline (the inner rim of the upper lid).  You’ll be amazed at how much better lining the tightline looks.  Plus, once you get the hang of it, it is much easier to get straight than the upper lash line.

Kissable Lips

The no-makeup look requires a natural lip.  To achieve this, select a lip stick or gloss that exactly matches your natural lip color.  This may mean tones that are pinky-peachy if you are fair, or honey and cinnamon if you are deeper toned.   You’ve probably seen ads for lipsticks in taupe hued “nude” shades.  Although the taupe-nude lip is very popular, is VERY difficult for most women to wear.  Remember:  The goal is to appear natural and healthy.  For most, a taupe-nude lip makes one look washed out or ill.  For day, go with a shade that is close to your natural lip color. To transition the look into evening, just intensify the lip color and you are ready for a night on the town!

Crème Luxe Lipsticks by BH are the longest lasting lipsticks I’ve ever tried.  I apply lipstick at 7am and still have full lip color at 8pm.  I drink coffee all day, and eat lunch and dinner and still have lip color on at 8pm.  Do not be put off by the $3.95 price tag.  These lipsticks are highly pigmented, moisturizing, and stay put ALL DAY.

The Completed Look

I completed the look applying concealer, blush, shadow, and mascara.  In the day look, I used a lip gloss similar to my natural lip color, and transitioned the look to evening with “Te Amo” lipstick by BH Cosmetics.





The clean beauty, no-makeup look takes moments to achieve and requires little skill to execute.  It can take you from work, to play, to an evening out.

Have FUN!


Finally! Eye Shadow that Does Not Settle into Fine Lines and Wrinkles

Viceart Neutral Basic 01-Matte Eye Shadow Available at for about $80.

Viseart Neutral Basic 01-Matte Eye Shadow
Available at for about $80.

Forget Urban Decay’s NAKED palette.  Viseart’s Basic Neutral 01-Matte palette is the best neutral eye shadow on the market, period.  It is especially suited for women over 50 because it is very blendable and does not settle into nooks & crannies!

Why it’s good for the 50+ woman:  The Neutral 01-Matte palette contains no shimmer, sparkle, or glitter to settle into fine lines and creases, and there is no shadow “fallout”.  The outer corner of my lid is textured like crepe paper and this shadow never “settles” in the nooks and crannies.

Uses:  All skin tones.  This palette looks good on EVERYONE, from the palest to the deepest tones.  Its beige, taupe, brown, grey, and peach tones are universally flattering.  This shadow also has multiple uses:  all colors can be used as eye liner,  brown tones can be used to fill in brows, black and deep terracotta tones can even be used in your hair to cover  “roots”.

Ease of application: There is virtually no fallout.  This stuff STAYS WHERE YOU PUT IT.  Although it is heavily pigmented and stays put all day, it blends easier than any shadow I’ve ever tried.  If you don’t have lots of experience applying shadow or are challenged by the “smokey eye”, you should try this palette.  Because it is so forgiving and blends like a dream, I am finally able to rock  “smokey eye” and experiment with colors outside my taupe-hued comfort zone.

Texture:  Smooth and buttery.  Although this is powdered shadow, it goes on with a very creamy feel.  It glides over the eye and doesn’t look thick or caked on.

Finish:  Rich matte.  No sparkle, shimmer, glitter, or twinkle to bring negative attention to crows feet and crepe-iness.

Value:  For most of us $80 is a huge makeup investment.  I buy $0.99 brushes from Target, so I get it.  There aren’t many people willing to pay $80 for eye shadow, but the results are worth every penny!  It is heavily pigmented, so a little goes a very long way.  My palette is in the photo.  I’ve been using it for about 2 months and haven’t made a dent in the taupe and grey colors I use every day.

Viceart  is professional quality shadow that is easy to use and delivers great results.  I strongly recommend this product.  Post a comment and share your knowledge of Viceart eye shadow with other beyond50beauties.


Disclaimer:  The products discussed on this website are purchased by me.  I am not compensated by any person or company, and the opinions expressed above are my own.

Great Primer for Mature Skin from Laura Mercier


Laura Mercier Foundation Primer – Hydrating
1.70 fl. oz. / 50 ml approx. $38
Available from major department and cosmetics stores.

If you have dry, textured skin, you need this stuff!  It’s THAT GOOD.  Laura Mercier’s Hydrating Foundation Primer has saved my winter-weary skin.  If you are like me and have fine to not-so-fine wrinkles, this primer really helps your foundation go on smoothly.  When I use it atop moisturizer, my super-dry skin stays hydrated all day.   Here are the details:

  • Uses:  Over moisturizer (for dry skin), but can be used alone.  I have extra dry skin in the winter, so I use it under moisturizer.  In the summer, I’ve used it alone and (BONUS) it does NOT make you sweat! (for those of us experiencing personal heat).
  • Skin Types:  Dry, normal, and sensitive skin types.  My mother has very sensitive skin and eczema.  She’s used this for years without sensitivity issues.
  • Other Foundation Primer formulas:  Regular, just called Foundation Primer, Foundation Primer- Oil Free, and Foundation Primer- Mineral for use with mineral foundation.  Foundation Primer- Bronze was recently released.
  • Fragrance:  Slight, and disappears within 30 seconds.
  • Texture:  Slippery.  This is a good thing because the point is for the product you put on top of it to glide over it.
  • Finish:  Dewy without being oily, heavy, or greasy.  It feels like healthy moisturized skin.  If it’s too dewy for you, blot with a lint-free tissue before applying foundation.
  • Value:  $38 isn’t cheap, but the tube lasts me about 3 months.  Besides, it’s the only thing that has worked and doesn’t dry me out.  I tried products from Tarte, NYX, Lancôme, Bobby Brown, MAC, and drugstore brands.  This is definitely worth the money.

Laura Mercier’s Hydrating Foundation Primer is one of my favorite beauty finds.  It does exactly what you want:  creates a smooth canvas for the rest of your makeup.

If you’ve tried it, let others profit from your experience by posting a recommendation below.

Disclosure:  I purchased all products discussed on this site.  I am not compensated by any company or brand.  The opinions expressed above are based on personal experience…B2B

Take 5-10 years off your appearance, right now!

Take 5-10 years off your appearance immediately by simply grooming your brows. It’s true!  This is not a gimmick.  If you don’t wear a lick of makeup, just take five minutes to groom your brows.  Once you get the hang of it, it won’t take that long (I promise) and you will be so glad you did.

Brows frame the face and give it structure.  A full, well-groomed brow sets off the rest of the face and gives you a more youthful modern appearance.  Take a look at the model below.  What’s the FIRST thing you notice?

Casual aged woman posing for camera

It’s her eyes and her smile, right?  They form the top and bottom of the “frame”.   Visualize the last time you saw the face of someone you found attractive.  As you visualize this person, where is your focus?  It’s probably in the area between their eyebrows and their chin (within the “frame”).  When you first looked at the model above, I’ll bet that you didn’t focus on the wrinkles?  The first thing you saw were her sparkly eyes and stunning smile!  You responded positively to her balanced features because humans like balance! You didn’t ignore the wrinkles.  You just responded positively to the balance that a well-framed face achieves.  Her full brow balances her face and makes her appear modern and contemporary while wearing a plain white t-shirt. She doesn’t look dated.  If you change only the fullness of the eyebrows, the look becomes very dated and not as attractive.

There are a few of you who hesitate to give up the thin, highly arched brow.  That thin brow is making you look old and less current.  You might have a flawless complexion, dewy skin, and otherwise perfectly applied makeup, but if your brows are too thin, you look old and your entire look appears dated.  It doesn’t matter what you are wearing, that thin severe arch is aging you.  It might take a bit of practice to perfect your technique, but once you do, you’ll be amazed at how good you look.

IMG_0320 (2)IMG_0327 (2)

Here are two photos of the same woman taken on the same day.  In the first photo her brows appear thin and severely arched. They actually aren’t that thin.  They are partially gray which makes them appear thinner than they actually are.  This makes her face look unbalanced. (Where are you focusing?)

The second photo was taken after our model groomed her brows.  She made the arch less severe and filled in the gray with a taupe pencil (not black!) to create a slightly fuller brow. The fuller, darker brow helps her face appear balanced. You are now focusing on the most compelling part of her face – her eyes and her smile!

Notice that her hairline is more attractive in the second photo.  She didn’t change her hairdo.  The difference is that the hairline is no longer the top of the “frame”.  The slightly stronger brow balances the face and brings the attention where it should be –  on her eyes and smile.  Our model completes the look with blush and lipstick.  She looks modern and has taken years off  her appearance.

NOTE:  If she didn’t have the right color of pencil handy, she could have used taupe or light brown eye shadow.  Many find that eye shadow or eyebrow power is much easier to use and produces a more subtle effect than a pencil, especially for brunettes.

Grooming your brows pays huge dividends.  Your face appears more balanced, your eyes become more engaging, and your look is contemporary.  Groom your brows every day for a week – even if you aren’t planning to leave the house.  You’ll look so good, you might be motivated go someplace where others might bask in your loveliness!

Leave a comment below and tell us how great you look!



There are lots of eyebrow tutorials available on YouTube.   Here are some of my favorites.  To share your favorites, leave a link in the comments.

To find the right brow shape for you print out Tracy Do’s 1-page cheat sheet

Wayne Goss is the king of the YouTube makeup tutorial.  SUBSCRIBE TO HIS CHANNEL TODAY!  His tutorials are chock full of useful information.  These speak to brows, but check out his other videos.

5 Brow Shapes to Avoid:

Beware the “Scouse” Brow:

How to Get the Perfect Brow – Easy steps:

How to – Quick Easy Eyebrow Tutorial:

From the Gossmakeupartist YouTube channel:  How Not to Look Old- Easy Steps to Stay Young Looking:

IMATS: The Disneyland of Makeup, Part 1

The International Makeup Artist Trade Show – Los Angeles (IMATS-LA) took place in Pasadena, CA over MLK weekend. IMATS is the Super Bowl for beauty bloggers and YouTube gurus. For me, it is a trip to the Disneyland of makeup!

IMATS is the world’s biggest gathering of makeup artists, cosmetics companies, and YouTube beauty gurus.  Each year professional makeup artists, vendors, and makeup enthusiasts like you and me convene in Los Angeles,  New York, London, Vancouver, Sydney, and Toronto to discuss, display, and shop for all things related to makeup. Oscar and Emmy award-winning superstar makeup artists conduct lectures and demonstrations, and companies début new products.  There are also special effects makeup demonstrations and exhibits that are a fantasy come to life.

You may have seen YouTube videos produced primarily by twenty and thirty-something beauty gurus and think that this is an event geared toward the younger demographic.  You could not be more wrong.  Yes, the attendees are definitely predominantly under 40, but this event is relevant and fun for makeup lovers of all ages.  In fact, the mature participant has a HUGE advantage.  Here’s why:

1.      Vendors take you seriously and are responsive to the makeup and skin care concerns of the 50+ woman.  

Salespeople for popular brands like MAC and Makeup Forever are trying to help as many people as they can quickly and efficiently, so they aren’t going to waste your time selling you something that you don’t want or need (e.g. blue or purple lipstick) and those with the bargain brands are trying to move into the mature demographic.  The vendor’s goal is to identify as many of their products that meet your needs (or those of your clients) and sell them to you as quickly as possible.  That being said, you should know that not once did I ever feel rushed or pressured into purchasing something that did not work for me.  This leads me to my next point…

2.     Vendors recognize that you are willing to pay for quality.

I love a $.99 lipstick as much as the next woman but, more often than not, you do get what you pay for, and the 50+ woman is willing to pay the price for beauty and convenience.  Salespeople at IMATS know that you are not the typical attendee.  The typical attendee is trying to acquire as many items as they can as cheaply as possible.  Vendors recognize that the mature customer looks for products that perform well, typically has more resources, and is willing to pay a premium for outstanding performance.  This leads me to point three….

3.     Vendors recognize that you are their BEST customer.

Every salesperson at IMATS knows that you will be a repeat customer if the product meets your needs and lives up to your expectations.  Have you ever made a department store purchase only to get home and not remember how to use the product?  Have you tried to recreate a look or effect to find that it doesn’t look like it did when the salesperson applied it?  This will not happen to you at IMATS.  The purpose of the event is for you to learn about and try products.  Although the goal of the event is to sell makeup and related products, it is really about education and establishing customer relationships. I did not meet one company representative who tried to rush me or force a sale. Most vendors believe that you will buy their products if you try them out and know how to use them properly.  They also believe that you are more likely to be a repeat customer and recommend their products when you know the techniques for obtaining consistently good results.

To be honest, when I inventoried my IMATS purchases each evening, I may not have recalled exactly how the item got into my bag (shoppers amnesia?), but I definitely knew how to use every product I purchased…even the $200 Temptu airbrush machine that I just HAD to own!  The salesperson wouldn’t conclude our transaction until I had completed my foundation, blush, and highlighter application to her satisfaction.  Her patience was rewarded with an additional $50 or so in “add-ons”.  I love my new airbrush machine, I know how to use it, and I’ll recommend it to others.  Everybody wins!

4.     Vendors treat you with respect.

You might think it odd to mention, but it is relevant.  Because you might be 30-40 years older than the typical participant, vendors and other event staff treat you with heightened deference that often results in a tip on a good sale or a discount code.

Frankly, vendors are grateful for the calm that is you in the sea of craziness.  For example, my desire for (yet another) neutral eye shadow palette or a concealer that doesn’t settle into wrinkles was a welcomed change from inquiries about neon hued eye shadow and electric blue lipstick….and often rewarded with an additional discount, extra samples, or a 2-for-1 deal on the item I just purchased.

5.      Products you love are available at discounted prices.

Famous brands are available at least 20% off Sephora, Ulta, or department store prices.  Vendors include:

MAC                                                    Inglot

Makeup Forever                               NYX Cosmetics

Anastasia Beverly Hills                      Naked Cosmetics

Eve Pearl (50% off)                              ….and more

In Part 2 of this series, I will review logistics:  Getting there, where to stay, the lines, and the deals.  If you can’t wait, check out EmilyNoel83’s “My First IMATS” vlog below.  If you have questions, please leave a comment.

Until next time!