Table of Contents

Acknowledgments ix

Introduction xi

01 So You Think You Want to be a Makeup Artist 11

Does It Pay to Go to Makeup or Beauty School? 2

Artists and Their Paths to Success 5

Assisting: Learning by Doing 8

Learning and Practicing in a Retail Environment 10

Practice, Practice, Practice 11

Self-Employment versus the Security of a Full-Time Job 12

Seasonality in Your Region and Other Considerations 13

02 Getting Started 15

Setting Up a Home Office 15

Creating a Home Makeup Studio 19

Becoming a Certified Makeup Artist 20

Do You Need a Cosmetology License? 20

LLC and Other Legal Matters 21

Do You Need a Tax ID Number? 22

Insurance 22

Tracking Travel and Mileage 23

Saving Receipts and Tax Deductions 24

03 Make a Plan of Action 26

Research Your Region 26

Put Together a Business Plan 28

Create a Marketing Strategy 29

04 The Makeup Kit 34

Traditional Makeup versus Airbrush Makeup 34

Investing in a Makeup Kit 36

Be Prepared: Essential Makeup Kit Items 38

Other Tools of the Trade 42

Kit Hygiene Tips 47

Create a Face Chart and Client Forms 48

Tried-and-True Makeup Tips and Tricks 53

Rookie Makeup Mistakes 56

Makeup 101: Technique Basics 62

05 Setting Prices 73

Determine What Sets You Apart 73

Shopping Your Competitors 75

Determining Your Services 75

Pricing Your Services 77

Offering Discounts, Special Promotions, and Extras 77

06 Branding Yourself 79

Defining Your Style as an Artist 79

Choosing a Name and Logo 80

Designing Marketing Materials 82

Putting Together a Portfolio 84

Creating a Website and Blog 89

7 Marketing 94

Introducing Yourself and Creating Awareness 94

Create a Strong Online Presence 96

Traditional Marketing versus Online Marketing 100

Investing in Bridal Shows and Women's Expos 102

Creative Marketing Alternatives 103

Getting Press 105

Tracking and Targeting Your Marketing Efforts 106

08 Networking 108

Networking the Old-Fashioned Way 108

Utilizing Social Media to Build Your Business 110

Creating Partnerships and Getting Referrals 116

Creative Networking 116

Don't Forget! Clients Are Everywhere 118

09 The Client Experience 119

Your Personal Presentation 119

Responding to Inquiries 123

Booking Appointments 124

Meeting the Client: Asking the Right Questions 124

Listen, Listen, Listen 126

Offering Your Professional Opinion 126

Tips for a Smooth Makeup Application 127

Handling Objections 128

Interpreting and Translating Trends 129

10 Contracts, Payments, and Policies 134

Establishing Policies 134

Writing a Contract 135

Cash versus Checks 138

Should You Accept Credit Cards? 140

11 Just for Brides 143

Attracting the Right Brides 143

Booking the Bridal Trial 146

The Bridal Trial Experience 149

Securing the Date 152

You're Hired! 153

Scheduling Day of Timelines 154

The Bride, the Bridal Party, and the Big Day 156

Following Up: Getting Reviews, Testimonials, and Images 157

Converting Brides into Regular Clients 160

Wedding Industry Developments 161

12 Expanding Your Business 162

Opening a Studio or Storefront 162

Hiring and Training Assistants 164

Offering Other Beauty Services 165

Selling Retail 167

Closing Thoughts about the Business 170

Appendix 171

Schools and Education 171

Online Resource and Industry Magazine 173

Recommended Reading 173

Trade Shows 178

Index 179

About the Author 186