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Unveiling The Power & Beauty of Femininity. May 2025 Issue

The Power of Two: A Career Story Written in Lipstick and Love Contents

Retinol Reimagined: Confidence in a Bottle

When Being LARGER Matters! The Wonderful World of Polyhydroxy Acids

Cosmetic Career Spotlight: Emma Dans

The Secret to Healthy Skin: Sun Protection

Beauty Categories Demystified: A Guide for Effective Product Recommendations

Clean Beauty: A Category that’s Here to Stay

The Power of Two: A Career Story Written in Lipstick and Love

Elevating the Standard: Why Certified Beauty Advisors Are Essential to Our Industry’s Future

Speak My Language: Personality Types and the Magic of Human Connection

Guide to Stunning Makeup with Berry Shades and Mocha Mousse

Motherhood, Unfiltered: Embracing the Beautiful Mess

Sacred Beauty: Rituals from Women Around the World

Radiance from Within: Nutrition, Wellness & Inner Glow

Skin Care as Soul Care

Empowering Confidence through Volunteering: Insights from Look Good Feel Better

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Unveiling Radiance: Skincare Steps for Flawless Makeup

108

Unlock Ageless Radiance with Shiseido’s Vital Perfection Supreme Cream

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Empowering Beauty Through Skin Health

120

Nourish and Strengthen Hair from Within

126

Mastering the Art of Fragrance Recommendations

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Cosmetic Career Spotlight: Emma Dans SUBSCRIBE TO BE MAGAZINE

The Authority in Beauty Education Publisher Mickey Tortorelli 6

Editor Victoria Duz

Designer Katherine Gileno & Leo Janusauskas

Advertising and Editorial inquiriesmickeytortorelli@beauteschool.com

© 2025 BE Magazine. All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations used in reviews or critical articles. 7

Unveiling the Power and Beauty of Femininity

Dear Esteemed Beauty Advisors, Welcome to the May issue of BE Magazine, a tribute to the radiant force that is femininity—not as a trend or a stereotype, but as a powerful, multi-dimensional experience to be celebrated, nurtured, and reclaimed. This month, our theme “Unveiling the Power and Beauty of Femininity” invites us to explore beauty not just on the surface, but through the deeper lens of self-love, cultural heritage, and inner strength. It’s about encouraging every woman—every beauty advisor—to honour her holistic self and confidently lead with authenticity. In More Than Mom: Reclaiming You Through SelfLove, psychotherapist Alexandra Duz offers a heartfelt reminder that motherhood is as much about self-compassion as it is about caregiving. It’s a moving reflection on why tending to your own needs isn’t selfish—it’s essential. We also take a global journey in Sacred Beauty: Rituals from Women Around the World where we honour ancestral traditions that root beauty in ritual, intention, and cultural pride. This piece is a beautiful reminder that femininity transcends borders and is deeply tied to identity and community. In Speak My Language: Personality Types and the

Magic of Human Connection, we uncover the power of emotional intelligence in the beauty space. Understanding who your customer is at their core can transform a transaction into a meaningful moment of empowerment. And through the inspiring career journeys of Emma Dans and the mother-daughter team Kennedy Brown & Lori Patrick, we see how leadership, mentorship, and legacy are essential parts of the feminine experience in beauty. Finally, we spotlight the importance of professional development in Elevating the Standard: Why Certified Beauty Advisors Are Essential to Our Industry’s Future. In a world full of online noise, Certified Beauty Advisors bring clarity, care, and credibility—exactly what our industry needs. This issue is both a celebration and a call to action. Let’s continue to uplift, educate, and empower the incredible women at the heart of beauty. I would love to hear from you. Let me know your thoughts about this issue’s content and what you would love to see in the future. mickeytortorelli@beauteschool.com

With pride and purpose, Mickey Tortorelli, CEO Publisher, BE Magazine BeauteSchool Inc. 9

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Retinol Reimagined: By Mickey Tortorelli

Confidence in a Bottle 13

How to Understand, Recommend, and Confidently Sell One of Skincare’s Most Powerful Ingredients. Retinol is one of the most trusted and transformative ingredients in modern skincare—but its benefits are often misunderstood. As a derivative of vitamin A, retinol speeds up cell turnover, encourages collagen production, and helps unclog pores.

Common Customer Concerns

It’s a go-to for concerns like acne, fine lines, uneven skin tone, and dullness. For beauty advisors, confidently recommending retinol starts with understanding both the science and the story behind it.

This is where your role as a beauty advisor becomes essential. With the right approach, you can help guide customers through the early stages and ensure they have a routine that supports their skin as it adjusts.

What Retinol Does

Using Storytelling to Sell

Retinol works deep within the skin to boost renewal. It exfoliates at a cellular level, revealing brighter, smoother skin underneath. With consistent use, customers may see improvements in skin texture, minimized pores, reduced breakouts, and softer lines.

Storytelling builds trust. Try sharing a personal experience or a customer success story. For example:

But its power comes with a learning curve—retinol requires patience, proper application, and the right complementary products.

Many clients are hesitant about retinol because of stories they’ve heard: irritation, dryness, or “purging.”, a temporary, initial increase in breakouts and other skin issues, like redness, flaking and irritation.

“When I first started using retinol, I was nervous too—but I paired it with a hydrating serum and went slowly. Within a few weeks, my skin looked more even and radiant than ever. Now it’s my can’t-live-without-it step.” This kind of authentic storytelling helps customers envision themselves having the same success and builds confidence in your recommendation.

How to Recommend Retinol Like a Pro:

Start low and slow

Recommend formulas with lower concentrations for beginners.

Support with hydration

Suggest pairing retinol with a moisturizer or calming/hydrating serum.

Always use SPF

Reinforce the importance of sun protection when using retinol.

Key Takeaways

Retinol addresses acne, aging, dullness, and texture—but should be introduced gradually.

Storytelling and empathy are powerful tools to help customers feel comfortable trying new skincare solutions.

Pairing retinol with the right products ensures a smoother, more successful experience.

Beauty Advisor Challenge: This month, try to convert 3 hesitant clients into confident retinol users. Track their progress, recommend a supporting skincare regimen, and follow up after two weeks. Share your success story with us for a chance to be featured in the next issue of BE Magazine! Send your success story to contact@ beauteschool.com for a chance to be featured!

When Being LARGER Matters! The Wonderful World of Polyhydroxy Acids Did you know that Polyhydroxy Acids (PHAs) are larger in size than traditional Alpha Hydroxy Acids (AHAs)? This makes PHAs the ideal choice for sensitive skin types, such as dry, fragile, dehydrated skin, as well as skin prone to redness, eczema, and rosacea. Because of their larger size, PHAs stay on the skin’s surface longer and penetrate more slowly, allowing for better tolerance, even for those who are usually sensitive to other exfoliating ingredients. If Alpha Hydroxy Acids, like Glycolic Acid, are the “workhorses” of the AHA world, Polyhydroxy Acids, such as Gluconolactone and Lactobionic Acid, are the magical “unicorns” of gentle exfoliation. Often called the “gentle cousins” of AHAs, PHAs are great antioxidants, powerful antiaging ingredients, and effective skin smoothers. They exfoliate dead skin cells to reveal healthy, supple, and comforted skin without the harsh irritation. NEOSTRATA has been at the forefront of skin-renewal with both AHAs and PHAs, revolutionizing the art of exfoliation.

NEOSTRATA RESTORE PHA Renewal Pads 19

Teach your customers that their skin is their canvas, and starting with a smooth, flawless base will enhance the results of their colour cosmetics.

At NEOSTRATA, we don’t just want to cover up the skin—we want to celebrate it at every age and stage of life by revealing its natural beauty. By incorporating PHAs into your regimen, even those who were once unable to exfoliate due to sensitivities can join the journey to smoother skin. For a dual-action exfoliation and rejuvenation process, try NEOSTRATA PHA Renewal Pads from the RESTORE collection. These pre-soaked tonic pads, infused with 4% PHA, are ideal for sensitive skin, gently exfoliating dull skin to reveal a more radiant and even complexion. The pads are also infused with Green Tea and Cucumber Extracts, which help hydrate and soothe dry, stressed skin. Designed to smooth, soothe, and brighten the skin, PHA Renewal Pads are used after cleansing, like a gentle peel you leave on to help your skin glow. Clinical studies show that after just one week, 95% of users noticed smoother texture, and after two weeks, 96% reported a more radiant complexion.

Key Takeaways Polyhydroxy Acids (PHAs) are ideal for sensitive skin and offer gentle exfoliation without irritation.

NEOSTRATA PHA Renewal Pads contain 4% PHA to exfoliate and reveal smoother, more radiant skin.

Incorporating PHAs into your skincare routine can provide rejuvenating benefits at any stage of life.

Ready to enhance your skincare knowledge? Discover the power of Polyhydroxy Acids and other key ingredients on the NEOSTRATA Training Hub. Start learning today and earn points while expanding your expertise to better serve your customers!

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Cosmetic Career Spotlight By Mickey Tortorelli

Meet Emma Dans, Sales & Education Specialist at Groupe Marcelle Cosmetics. From her early days behind the beauty counter to being honoured as one of Canada’s top sales professionals, Emma Dans has built a career defined by passion, persistence, and people-first leadership. With roots as a Shoppers Drug Mart Beauty Advisor and Beauty Manager, and formal training from Sheridan College’s Makeup for Media and Creative Arts program, Emma now supports a vast territory as a 26

Sales & Education Specialist for Groupe Marcelle. Her dedication to tailored education, retail empowerment, and collaborative growth earned her the 2024 Beauty’s Best Award for Sales Representative of the Year. Through one-on-one coaching and high-impact store events, she brings energy and authenticity to every door she supports.

Emma Dans, Sales & Education Specialist Groupe Marcelle Cosmetics

Discover the Journeys of Beauty Industry Trailblazers

Emma Dans

What inspired you to transition from being a Beauty Advisor to a field sales and training role?

What skills did you learn as a Beauty Advisor that remain essential today?

Long before I became a Beauty Advisor or sales representative, I had a deep love for beauty. Through my adolescent years, I loved collecting every shade of lipstick that was on sale with my mom, touching up my grandma’s rouge and powder, and insisting on doing my friends’ winged eyeliner.

Everything I do now is rooted in the skills I gained on the sales floor. Working with the public teaches you relationship building, loyalty, and customer retention—especially in a small-town store like mine.

I started part-time and eventually became Beauty Manager, all while completing Sheridan College’s Makeup for Media and Creative Arts program. Although I enjoyed the creative elements, it was the sales, product knowledge, marketing, and leadership courses that truly captivated me. With that background—and management experience at Shoppers—the transition to sales felt natural, especially when a Sales and Education Specialist position opened at Groupe Marcelle. I already loved and sold all three of the company’s brands, so I ran home after my shift, updated my résumé, and applied immediately.

Asking questions, learning client preferences, and greeting every customer with a smile translate directly to my relationships with Beauty Advisors, managers, and colleagues. I now apply that “small-town mentality” across a large region: getting to know every Beauty Advisor and Manager, learning about their customers, and leading with kindness so I can support each store effectively.

How has hands-on retail experience shaped the way you support your stores? Because I’ve lived the daily routine of a Beauty Advisor—selling, merchandising, inventory, paperwork, and events—I understand exactly where I can add value as a sales rep. Whether that’s hosting an instore event to meet a sales target, sending a promotional newsletter, or delivering on-site training for new staff, I tailor my support to each store’s specific needs.

“Emma’s journey is a powerful example of how embracing your strengths, owning your voice, and uplifting others can reveal the true beauty of femininity— confident, collaborative, and endlessly inspiring.”

What does a typical week look like for you?

What advice would you give Beauty Advisors who want a career like yours?

No two weeks are the same. One day I’m training in-store; the next I’m merchandising. Continuous sales analysis tells me where to pivot—addressing declines and celebrating wins.

1. Love people first. Products matter, but relationships drive success.

My priority is always my top doors, visiting them at least once a month to maintain relationships and keep our brands top of mind. And with a territory spanning Southwestern Ontario, strategic travel planning is essential.

How do you partner with stores and teams to help them succeed? We share the same goal: grow our businesses. First, I show Beauty Managers their current numbers and potential. Then we collaborate— discussing their department, staff, and customers—so I can tailor support such as event execution, staff training, or marketing resources. Knowledge is power, and transparency builds trust.

What keeps you motivated in such a dynamic role? My inspiration comes from the Beauty Advisors, colleagues, and brands I represent. My territory has some of the best BAs in the industry— some with 40 years’ experience, others brand new—and each inspires me differently. Groupe Marcelle is a Canadian company that creates products for Canadians, and I’m proud to champion our brands.

2. Track your milestones. Document wins for your professional development. 3. Stay resilient. Sales ebb and flow; focus on what you can influence and keep a positive outlook.

How has retail experience made you a better trainer and leader? Because I know the power of strong selling skills, my training goes beyond product knowledge. I teach how to upsell, cross-sell, and pair products to build full routines—turning a single-item sale into a complete regimen.

You’ve been recognized with an industry award—what does it mean to you? Winning Sales Representative of the Year 2024 at the Beauty’s Best Awards (formerly COSA) is an incredible honour—especially because the awards are peer-nominated. It reflects the partnership between Groupe Marcelle, my stores, and me. I hope I’ve empowered Beauty Advisors to be ambitious and achieve their goals. This award feels like just the beginning of an exciting journey. 29

The Secret to Healthy Skin: By Mickey Tortorelli

Help Your Customers Achieve Radiant, Sun-Safe Skin As Beauty Advisors, it’s essential to emphasise the importance of sun protection in every skincare consultation. Sun protection is one of the most crucial steps in any skincare routine. It helps to prevent premature ageing, shields against harmful UV rays, and most importantly, reduces the risk of skin cancer.

Sun Protection 31

By educating your customers about sun protection, you help them maintain healthy, glowing skin and protect their overall skin health.

Why Stay Out of the Sun?

Sun Protection Must Do’s

Unprotected sun exposure leads to a range of skin issues, from sunburn and premature ageing to increased skin cancer risk. Both UVA and UVB rays are harmful and cause significant damage.

Guide your customers to use broadspectrum sunscreen with an SPF of at least 30, and remind them to reapply every two hours, especially after swimming or sweating. Optimal protection relies on adequate and repeated application.

Both types can result in long-term damage to the skin, so it’s important to recommend broad-spectrum sunscreens that protect against both UVA and UVB. It’s crucial to remind your customers that sun protection is a year-round necessity, not just a summer care step. UVA rays penetrate deeply into the skin and are primarily responsible for causing long-term skin ageing effects such as wrinkles and loss of elasticity. UVB rays cause sunburn and play a direct role in developing skin cancer, including melanoma.

A = Aging + B=Burning 32

For those with sensitive skin, recommend physical sunscreens with ingredients like zinc oxide or titanium dioxide. These sit on top of the skin and reflect UV rays, making them great options for those with delicate or irritation-prone skin. For active customers, recommend water-resistant sunscreens for better protection during physical activities like swimming or exercise. Make sure to also suggest a mattifying primer with SPF or foundations that offer sun protection to ensure their skin stays shielded throughout the day. Staying out of the sun between 11 am and 3 pm is another strategy for reducing sun exposure, as is wearing wide brimmed hats and protective clothing.

BeauteSchool’s Favourite Sun Care Products Here are some of BeauteSchool’s top recommendations for your customers:

Shiseido Ultra Sun Protector Lotion SPF 50+ This invisible, lightweight sunscreen offers broad-spectrum SPF 50+ protection for both face and body. Powered by SynchroShieldRepair™ Technology, it strengthens with heat, water, and sweat, and self-repairs to maintain consistent coverage. Enriched with 5 types of algae for hydration and Licorice Root Extract to soothe breakout-prone skin, this sunscreen is perfect for all skin types and active, outdoor lifestyles.

Vichy Capital Soleil Sport UltraLight Refreshing Lotion SPF 60 Provides high broad-spectrum UVA/ UVB protection with SPF 60 and is water and sweat-resistant for up to 80 minutes. The moisturizing formula also offers anti-shine efficacy for a matte finish.

NEUTROGENA® ULTRA SHEER® Dry-Touch Lotion Sunscreen This sunscreen offers broadspectrum UVA/UVB protection, shielding your skin from harmful sun exposure. It provides a nonshiny, matte finish, making it perfect to wear under makeup. The non-comedogenic formula is water and sweat-resistant for up to 80 minutes and is free of oxybenzone.

The Importance of Including Sun Protection in Every Consultation Every skincare consultation should include a conversation about sun protection. Not only is it essential for preventing damage, but it also supports the overall health of your customers’ skin. Be sure to recommend products like sunscreens, foundations with SPF, or even BB creams that include built-in sun protection. Encourage your customers to incorporate sun protection into their daily routine, as it’s a key step to achieving radiant, long-lasting skin.

Key Takeaways Educate on UVA and UVB Help your customers understand the difference between UVA (ageing) and UVB (burning) rays to ensure they choose the right sunscreen for their needs.

Recommend BroadSpectrum Sunscreen Always recommend broadspectrum sunscreens with an SPF of at least 30 and reapply every two hours. For sensitive skin, recommend physical sunscreens with zinc oxide or titanium dioxide.

Include Sun Protection in Every Consultation Make sun protection a part of every skincare consultation and recommend additional products like SPF foundations or BB creams to ensure your customers’ skin stays safe from harmful rays all day long.

To further enhance your knowledge of sun safety and protection, check out the Sun Safety & Care Course in the BeauteSchool Retail Beauty Advisor Certification Program. This course will equip you with the tools to educate your customers on the best sun protection practices and products. Click here to learn more! 37

Beauty Categories Demystified: By Mickey Tortorelli

A Guide for Effective Produ Recommendati 38

uct ions 39

As a Beauty Advisor, one of your key roles is helping customers navigate the diverse world of beauty products. Understanding the different beauty categories is essential for recommending the right products to meet your customers’ unique needs.

When you know what makes a product fit into a specific category, you can confidently guide your customers toward the solutions that will best suit them.

Prestige Products

Masstige

These products represent the highend, luxurious side of beauty. Prestige products are typically more concentrated and come in premium packaging.

Masstige products sit between prestige and mass-market categories, offering high-quality products at more affordable prices.

They’re ideal for customers who are looking for the best in quality and effectiveness. Products from brands like Shiseido, Estée Lauder and CHANEL are perfect examples of prestige offerings available in Canadian drug stores.

These brands, such as L’Oréal Paris and Garnier, combine the luxury of high-end products with the affordability of mass-market offerings, making them a great choice for customers who want prestige-like results at a more accessible price point.

Dermatological Products These products are formulated with dermatologists and are designed to address skin health and specific concerns like acne, wrinkles, loss of firmness, dryness, sensitivity, atopic skin conditions and more. These science-based, hypoallergenic products often contain higher concentrations of active ingredients designed to treat specific skin conditions and may conduct clinical studies to demonstrate product efficacy and tolerance. Brands such as NEOSTRATA®, Vichy, La Roche-Posay and Avène provide clinically tested products that penetrate deeply into the skin, offering proven results for those looking to manage skin conditions more effectively.

Mass Beauty Brands Mass beauty brands are accessible and affordable, providing quality products that meet everyday beauty needs. These brands, such as Maybelline, Annabelle and L’Oréal, give customers the tools to enhance their beauty routines without breaking the bank, ensuring everyone has access to effective and reliable skincare and makeup options.

To better assist your customers in selecting the perfect products, it’s important to understand which beauty category best suits their needs. Ask questions to learn more about product preferences, brands they enjoy and budget to help make the right recommendations.

Clean Beauty At its core, Clean Beauty refers to products that are mindfully created and produced without ingredients shown or suspected to harm human health. These products prioritize safety, transparency, and environmental responsibility. While there’s no universal legal definition, most clean beauty brands voluntarily commit to excluding a list of controversial ingredients, such as parabens, sulfates (SLS/SLES), phthalates, synthetic fragrances, and formaldehyde-releasing preservatives. (Learn more about Clean Beauty in our editorial ‘Clean Beauty: A Category that’s Here to Stay’ on page 44.

Key Takeaways Know Your Categories Understanding prestige, dermatological, clean, mass and masstige, beauty categories helps you recommend the right products for your customers.

Ask questions Ask your customers what’s important to them. What brands and products do they enjoy using and why?

Focus on Customer Needs Use your knowledge of beauty categories to align products with your customer’s specific skin concerns or beauty goals.

To enhance your expertise in beauty categories check out the Skin Care Course in the BeauteSchool Retail Beauty Advisor Certification Program. Click here to learn more! 42

Clean Beauty: By Mickey Tortorelli

A Category that’s Here to Stay 44

Empowering Retail Beauty Advisors to Navigate the Clean Movement with Confidence 45

In today’s beauty landscape, Clean Beauty has emerged as a powerful movement—one that speaks directly to the values of health-conscious, eco-aware, and ingredientsavvy consumers. For retail beauty advisors, understanding what makes a product “clean” is essential to guiding your customers toward informed and confident choices.

What is Clean Beauty? At its core, Clean Beauty refers to products that are mindfully created and produced without ingredients shown or suspected to harm human health. These products prioritize safety, transparency, and environmental responsibility. While there’s no universal legal definition, most clean beauty brands voluntarily commit to excluding a list of controversial ingredients, such as parabens, sulfates (SLS/SLES), phthalates, synthetic fragrances, and formaldehyde-releasing preservatives.

What Makes Clean Beauty Products Unique? Ingredient Integrity: Clean beauty focuses on non-toxic, safe, and often plant-based ingredients, with a spotlight on what’s left out of the formula just as much as what’s included. Transparency & Labelling: Many clean beauty brands are upfront about their formulations, sourcing, and manufacturing processes. Sustainability: Clean brands often use eco-friendly packaging and sustainable sourcing practices, appealing to ecoconscious shoppers. Minimalist & Multifunctional: Formulas are often simplified yet effective, offering fewer ingredients but high performance.

Why Recommend Clean Beauty? Customers are asking for it. Many consumers—especially Millennials and Gen Z—are reading labels, Googling ingredients, and aligning their purchases with personal health or environmental values. Sensitive skin friendly. Clean beauty products are often wellsuited to customers with sensitive or reactive skin who want to avoid harsh additives or fragrances. Trust factor. Clean brands often cultivate strong trust and loyalty by being transparent and ethical—an emotional hook that retail advisors can tap into during conversations.

Here are a few widely available clean beauty brands you might find on your shelves:

Burt’s Bees

Known for its natural ingredients and eco-friendly ethos in skincare, body care, and makeup.

Thinkbaby / Thinksport

Offers clean sunscreens and body care with broad-spectrum, mineral-based SPF.

Live Clean

A Canadian-born brand offering clean, vegan, and cruelty-free personal care products.

Pacifica

100% vegan and cruelty-free brand with a fun and modern approach to clean skincare and makeup.

The Honest Company

Founded by Jessica Alba, this brand offers clean skincare, baby care, and cosmetics, with transparent ingredient lists.

Pro tip: When recommending clean beauty, personalize your approach. Ask your customer what’s important to them—natural ingredients, fragrance-free formulas, or sustainable packaging—then align your recommendations to their values. 48

Key Takeaways

Clean Beauty is Values-Driven Customers choose clean beauty for more than just skin benefits— they’re looking for safe ingredients, transparency, and brands that align with their personal values around health and sustainability.

Know the Labels, Earn Their Trust Understanding what makes a product “clean” helps you build trust and credibility with customers who are label-savvy and ingredient-conscious. Be ready to explain what’s not in the formula.

Make it Personal Position clean beauty by asking customers what matters most to them—sensitive skin, fragrance-free options, or eco-friendly packaging—and tailor your recommendations to match.

The Power of Two: A Career Story Written in Lipstick and Love By Mickey Tortorelli

For Lori and Kennedy, beauty is more than skin deep—it’s a shared passion that empowers women across generations. 52

Lori Patrick Beauty Manager Shoppers Drug Mart, Topsail Road 0118 St. John’s Newfoundland

Kennedy Brown Beauty Manager Shoppers Drug Mart, Churchill Square 0106 St. John’s Newfoundland 53

Charting the Inspirational Career Path of a Beauty Industry Icons

Lori Patrick & Kennedy Brown

What’s it like working together as mother and daughter in the same industry? Kennedy: It’s really lovely. I love when customers recognize me as her daughter—it creates an instant sense of trust. They know we both genuinely care and take pride in what we do. Carrying on that kind of reputation feels really meaningful, especially in a community that’s known her for so long. Lori: (Mom): Well I’m glad that my love for the job has inspired her to have the career she’s had so far. Even though we’re in different stores, we’re always connected. People say, “You must be her mother—you have the same laugh or hair!”. Watching her grow in this industry I’ve spent my life in is one of my proudest joys. She’s got the passion, the knowledge, and most of all, the heart.

What’s one thing you’ve learned from each other professionally? Kennedy: From my mom, I’ve learned the importance of building true relationships—not just selling a product but making people feel seen and heard. 54

Lori: From Kennedy, I’ve learned to embrace change with grace. She’s fearless when it comes to trying new trends, technologies, or ideas. It keeps me on my toes!

What values do you both share that influence your approach as Beauty Managers? Kindness, authenticity, and integrity. We both believe beauty isn’t about trends— it’s about how you make someone feel. Whether someone walks in feeling like a million bucks or needs a pick-me-up, we want them to leave feeling better than when they came in.

How has your role evolved over the years, and what excites you most about the future of beauty? Kennedy: The role has changed so much—even in just a few years. It’s about more than products now; it’s about trust, education, and helping people feel like their best selves. What excites me is how the future of beauty is rooted in transparency, self-expression, and wellness—it’s becoming more human.

In this special Career Spotlight, we meet Lori Patrick and Kennedy Brown — a dynamic motherdaughter duo whose shared passion for beauty is matched only by their commitment to kindness, confidence, and connection. Their story is a celebration of feminine leadership, generational wisdom, and the power of purposedriven careers in beauty.

Lori: I’ve seen this industry evolve from old-school glamour to something personal and powerful. The job used to be about telling people what looked good. Now it’s about listening and celebrating who they are. What excites me is that beauty is finally catching up to the real world: diverse, fearless, and driven by purpose.

What advice would you give to other mothers and daughters— or women in general— considering careers in the industry?

How do you empower your teams and customers to feel beautiful and confident?

How do you celebrate and express your femininity through your roles?

We listen first. Then we tailor every recommendation to the person standing in front of us—not based on sales goals or fads, but on what makes them light up. We also lead by example, creating a workplace that’s warm, encouraging, and fun.

Through storytelling, creativity, and care. Whether it’s the way we style ourselves, the rituals we share with customers, or the confidence we exude as leaders—it’s all an expression of womanhood, in its many beautiful forms.

How do you keep learning and growing in such a fast-moving industry?

Kennedy: Don’t be afraid to take up space. This industry is always evolving, and there’s room for your voice, your style, and your vision. The relationships you build—with customers and coworkers—can be just as transformative as the products you recommend.

Kennedy: I stay curious. I ask questions, listen to what younger generations are loving, and always test new products myself. Growth in this industry means staying open—to change, to feedback, and to fresh ideas.

Lori: Speak up, show up, and don’t shrink yourself to fit in. If you love what you do, let it show—and don’t be afraid to be the loudest voice in the room when it matters. Confidence is contagious, especially for the next generation of women watching you.

Lori: Easy, I never stop talking to people. I learn from every customer, every coworker, every trend. You’ve got to keep your eyes wide open, your heels planted, and your game face on. The minute you think you’ve seen it all, the industry surprises you.

If you could describe your beauty philosophy in one word, what would it be? Kennedy: Intentional. I believe beauty should be thoughtful—what we put on our skin, how we express ourselves, and the energy we bring to others. Nothing should be mindless, especially when it comes to self-care. Lori: Empowering. Beauty has always been my way of helping people feel stronger. It’s not just about how you look—it’s how you carry yourself when you feel seen and confident. That’s power.

Elevating the Standard: By Mickey Tortorelli

Why Certified Beauty Advisors Are Essential to Our Industry’s Future 57

In today’s rapidly evolving beauty landscape, customers are bombarded with advice from influencers, algorithms, and an endless stream of social media content. While some of this information is helpful, much of it is conflicting—or worse, misleading. Amidst this noise, one truth remains clear: the most trusted voice should be the one standing face-to-face with the customer— the Certified Beauty Advisor. At BeauteSchool, our vision is bold but necessary: every beauty advisor in Canada proudly holding the Certified Beauty Advisor (CBA) designation. The Retail Beauty Advisor Certification Program (RBCP) is more than a credential—it’s a commitment to excellence, education, and integrity. It equips advisors with the foundational beauty knowledge and customer care skills needed to provide expert guidance that cuts through confusion and builds true customer confidence. For beauty advisors, the RBCP is a gamechanger. It empowers them with the knowledge to understand skin care, sun care, makeup, fragrance, hair and nail care as well as customer service — allowing them to offer tailored solutions that build trust and long-term loyalty. Certified Beauty Advisors are not only more confident in their recommendations—they also become more respected by customers and peers alike, setting the standard for professionalism in every interaction.

Retailers benefit by investing in a workforce that is skilled, motivated, and ready to elevate the customer experience. A certified team drives better results: higher basket size, increased customer satisfaction, and a reputation for expertise that keeps shoppers coming back. For beauty brands, Certified Beauty Advisors are invaluable ambassadors— educators who ensure the integrity of your brand message reaches the consumer, every time. As an industry, we must recognize that the success of our brands and stores is inextricably linked to the strength of the people who represent them on the floor. Our beauty advisors are not salespeople— they are educators, consultants, and trusted guides in an overwhelming market. It’s time we place them where they deserve to be: at the forefront of our industry, equipped with the training and tools to serve every customer with care and confidence. Let’s invest in their growth. Let’s honour their role. And let’s build a stronger future—together—one Certified Beauty Advisor at a time.

Ready to Raise the Bar? If you’re a beauty advisor ready to elevate your expertise, a retailer committed to providing best-in-class service, or a brand that values knowledgeable product ambassadors—now is the time to invest in certification. Visit www.beauteschool.com to learn more about the Retail Beauty Advisor Certification Program (RBCP) and how you can become—or empower—a Certified Beauty Advisor. Let’s shape the future of beauty, together. 58

Speak My Language: By Mickey Tortorelli

Successful people know who they are and what their personality type is. When you know what your core values and needs are, and feel good about them, you can perform at your highest potential in every area of your life. And when you share a working, mutual understanding of others’ core values and needs, you have the basis to communicate, motivate and achieve common goals with utmost dignity, efficacy and mutual respect. 60

Personality Types and the Magic of Human Connection 61

As Beauty Advisors, the key to success lies in how you communicate and engage with your customers. Understanding their personalities and preferences allows you to tailor your approach and your interaction with them, creating stronger, more meaningful and successful relationships. Think about those customers you immediately connect with. Why does this happen with some customers and not with others? When you take the time to learn about your customers, you don’t just sell products— you connect on a personal level and empower them by meeting their unique needs. One of the most effective ways to connect with your customers is by learning and using the True Colors® Personality Model. As a certified facilitator of True Colors, I have taught thousands of Beauty Advisors how to use this tool to make a personal connection with every customer. True Colors® is a simple yet powerful personality tool that helps you understand different communication styles and preferences by categorizing people into four colour types: Blue, Gold, Green, and Orange. Each colour reflects core values, motivations, and behaviors—from empathetic and relationship-focused to practical, analytical, or energetic. As a beauty advisor, recognizing your customer’s “colour” can help you adapt your approach—whether they value detailed product knowledge (Green), fast and fun experiences (Orange), heartfelt connection (Blue), or structure and trust (Gold).

By speaking their language, you’ll not only create a better customer experience but also build lasting relationships that drive loyalty and sales.

Blue Personalities

Green Personalities

Value relationships and emotional connection. They enjoy personal interactions and appreciate empathy.

Value knowledge and competence. They’re analytical, prefer facts, and enjoy making informed decisions.

These customers respond best when you actively listen, reassure them, and offer personalized, thoughtful recommendations. For instance, ask open-ended questions to understand their goals, and offer follow-up consultations to demonstrate care and support. How to Identify a ‘Blue’ Personality? This customer loves to communicate. They will be more than happy to have a personal conversation with you. They value ‘real’ relationships. They will be the customers who remember your name and ask for you personally when they come back to your store. Most beauty advisors are Blue personality types!

To connect with a Green customer, provide detailed product information, explain the “why” behind your recommendations, and encourage them to ask questions. They’ll appreciate your expertise and value your precision. How to Identify a ‘Green’ Personality? This customer will ask questions about ingredients for example, and test your knowledge. They like to hear about a products’ clinical results and data. They may not make a purchase right away, as they like to ‘think about it’ before they buy.

Orange personalities

Gold Personalities

Thrive on spontaneity and excitement. They’re quick to engage, love trying new things, and enjoy hands-on experiences.

Seek structure and reliability. They respect rules and enjoy routines that work.

To connect with an Orange customer, involve them in the process—let them test products themselves, and share the excitement of new launches. Be ready to offer them fresh, dynamic options and keep the conversation lively.

When engaging with a Gold customer, offer clear instructions, explain the reliability of products, and respect their preference for tried-and-true solutions. These customers value your dependability and appreciate when you follow through on promises.

How to Identify an ‘Orange’ Personality?

How to Identify a ‘Gold’ Personality?

This customer will be seen trying on products, moving about to check out what’s new. They love to participate in events. They’re the first to purchase newly launched products. They love action and live by the motto ‘Carpe Diem’!

This customer is loyal to products and brands. And are not happy when their favourite product is discontinued. Product quality and performance are very important.

By recognizing these personality traits, you can adapt your approach, ‘speak their language’, and deepen your connection with each customer, resulting in successful relationships and sales performance.

Key Takeaways

Identify Personality Types

Use the True Colors® Personality Model to understand your customer’s needs, ensuring more meaningful and personalized interactions

Tailor Your Approach

Customize your consultations based on personality traits—whether your customer seeks empathy, excitement, knowledge, or reliability

Build Successful Relationships

Personalized service not only enhances the customer experience but also fosters loyalty and trust, driving sales and long-term success

Do you want to successfully connect with every customer? Learn more about using personality insights in your beauty consultations by taking The Customer Service Experience course in the BeauteSchool Retail Beauty Advisor Certification Program. Click here to learn more! 67

Guide to Stunning Makeup with Berry Shades and Mocha Mousse By Mickey Tortorelli

Elevating Your Customers’ Beauty Routine with the Perfect Hue This season, makeup trends embrace bold, rich colours that highlight natural beauty and personal expression.

As a Beauty Advisor, your role is to guide customers to makeup shades that enhance their natural features and suit their individual style, helping them feel confident and beautiful. 70

Berry Tones for Lips and Cheeks: A Timeless Classic Berry tones, with their deep reds, plums, and mauves, are universally flattering and ideal for all skin tones. These shades create a sophisticated pop of colour while complementing various complexions. When recommending berry tones, focus on offering customers shades that bring out their undertones. Customers with cool undertones will benefit from berry shades that lean towards blue or purple, while those with warm undertones may prefer berry tones with more red or orange. These tones can be used on both lips and cheeks to create a harmonious look that enhances the customer’s natural beauty. For lips, suggest a bold berry lipstick for those seeking a striking statement. For a more subtle finish, a berry lip stain will provide long-lasting colour with a lighter feel. Pair the lips with a creamy blush in a similar berry hue to bring balance to the face.

Pantone’s Colour of the Year: Mocha Mousse Mocha Mousse, a rich, warm brown, is the perfect colour for customers seeking a more neutral yet powerful makeup look. This versatile colour works as a beautiful base for eyeshadows or as a statement colour for lips. Mocha Mousse is ideal for both cool and warm undertones, providing warmth and depth to the customer’s look without overpowering their features. When recommending this shade, focus on helping your customers select complementary tones, such as gold or bronze accents, for a luxurious, feminine look.

How Beauty Advisors Can Guide Their Customers When helping customers choose the perfect shades, understanding their undertones is key. Use berry tones to accentuate their natural beauty, and recommend Mocha Mousse as a neutral yet striking option that can work for any skin tone. By taking time to understand the customer’s skin tone, personal style, and the occasion, you’ll ensure they leave with the perfect shades that help them feel confident and empowered.

Key Takeaways Understand Undertones Tailor your recommendations based on your customer’s undertones. Berry shades with blue or purple undertones suit cool tones, while red or orange berries enhance warm undertones.

Personalized Recommendations Use shades like Mocha Mousse for versatile, neutral looks that complement all undertones and can be used for both eyes and lips.

Confident, Flawless Finish Help your customers feel confident by guiding them to makeup that enhances their natural beauty, whether bold or subtle.

To deepen your understanding of makeup techniques and trends, check out the Makeup Course in the BeauteSchool Retail Beauty Advisor Certification Program. This course will equip you with the tools and knowledge to confidently guide your customers in selecting the perfect makeup shades. Click here to learn more! 73

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Motherhood, Unfiltered: Embracing the Beautiful Mess

Mother’s Day is around the corner and with this holiday in mind, I’m reminded of just how much moms are capable of. As a new mom myself, I know how challenging it can be to juggle so many components of life, our various roles, while still trying to feel like ourselves along the way. This act is no joke and some days it can feel incredibly overwhelming and isolating. 76

By Alexandra Duz (She/Her) MA, Registered Psychotherapist duzalexandra@gmail.com

As you navigate motherhood, whether you have grown children, teens, little ones, or just beginning your motherhood journey, the following self-directed acts of love can be helpful to keep in mind as you navigate the winding road of parenthood.

Self-Acceptance

Self-Care

Community

The act of self-acceptance is acknowledging our experience/self as it is. Whether it is a changing body after childbirth, shifts in identity, changes in mood or perspective, or even becoming disillusioned regarding what you thought parenthood would be, accepting your experience just as it is, is the first step towards finding greater peace.

The act of self-care is one that can be interpreted in many ways. But ultimately, self-care looks different for everyone and depends on each person’s situation. Put simply, self-care is any healthy act that enables someone to feel balanced - whether that’s feeling more secure, nourished, rested, energized, in touch with our feelings, loved…the list goes on! It could even look like establishing boundaries, doing less, saying no, or changing problematic behaviors.

We are not meant to exist in isolation, yet so many mothers struggle with this. It can be difficult to leave the house, connect with friends, or ask for help, not to mention many of us are not fortunate enough to have accessible help or help that we can trust.

Though you may be wondering, “if I accept myself, does that mean I have to settle for something I’m unhappy with?” Not at all. Acceptance or allowing an experience to be what it objectively is (without judgment) is essential for seeing our situation honestly. Through acceptance, we acknowledge our thoughts, feelings, selves, just as we are, and we open ourselves up to understanding that we’re in this moment in time for a reason. Only from this place of clarity can we begin to understand our experience and contemplate changes from an intentional and thoughtful place.

Self-Compassion The act of self-compassion can be so challenging for many of us parents. The pressure to be perfect, accommodating, and to balance so many roles with ease and vigor are problematic and delusional narratives in our culture. It is impossible to show up at 100%, 100% of the time. We make mistakes, we yell, we lose our temper, we forget, we say the things we shouldn’t, we grieve our old lives and independence, then we feel guilty that we grieve. So many women, mothers, hold so much shame and guilt for not being good enough or grateful all the time. I invite you to notice this in yourself. If you can relate, you’re normal! If you can’t, that’s ok too! Acknowledging the experience of motherhood means not only acknowledging the miracle and beauty that is our children, but the strain and hardship that comes with it. Allow yourself to offer some compassion towards yourself for these very normal yet unfortunately, publicly silenced experiences.

Finding time to think about and intentionally planning acts or goals for self-care is an integral way of keeping us healthy and happy in the present and long term.

That said, there are many ways of building community and different types of support opportunities available. Moms, we were never meant to raise children alone, the nuclear family is not the only way to raise healthy and happy babies.

Self-Worth Though self-worth isn’t necessarily an act of love, it is the undercurrent that shapes how we feel about ourselves. Self-worth is developed from infancy onwards and is influenced by our primary caregivers, society, social location, relationships, and trauma. Some of us were lucky and grew up in bodies and situations where we felt safe, supported, and encouraged. Many of us were not. That said, we still have so much power in the present to develop and nourish our sense of self-worth. Here are some ways to do so: 1. Try a new hobby or skill that you think you’ll enjoy and that will challenge you slightly (we don’t want to feel discouraged or incapable) - developing a sense of accomplishment and pride while doing something hard are wonderful ways of building confidence and competence - two essential components of self-esteem. 2. Offer yourself words of compassion, love, and encouragement when you’re struggling - how we speak to ourselves makes a world of difference. 3. Choose to be around people that make you feel safe, valued, respected, seen, heard, and loved. 4. Notice your strengths and positive qualities and find ways to exercise them often. 5. Understand your trauma and acknowledge your shame in a safe and supportive environment.

We are meant to learn from each other, rely on each other, support one another and find time for ourselves. I invite you to look up private and public support groups for moms/parents in your area. There are numerous subsidized and free programs available. Also, getting to know fellow parents in your neighbourhood through school/daycare/extracurricular programs are wonderful ways to start building your village.

Sacred Beauty:

Rituals from Women Around the World By Mickey Tortorelli 82

Around the globe, beauty rituals have been passed down through generations— woven into culture, identity, and womanhood. These sacred practices are more than routines; they’re acts of care, strength, and celebration. In this editorial, we explore global beauty traditions that honour the feminine spirit and show how retail beauty advisors can draw inspiration from these rituals to deepen their own connection to beauty and share it with clients.

In Japan, the practice of double cleansing and layering lightweight hydration speaks to a philosophy of respect—for the skin, the self, and the process.

In Morocco, women use rhassoul clay and argan oil as part of elaborate cleansing and self-care rituals, often shared in community.

In India, turmeric masks are used not just for radiance, but as blessings in wedding ceremonies—a reminder that beauty and spirituality are often intertwined. These global traditions have one thing in common: intention. Whether it’s a hair oiling ceremony, a facial massage, or the use of natural herbs and botanicals, the act of taking time to honour the body becomes a sacred celebration of femininity.

As beauty advisors, understanding these cultural practices enriches your ability to connect with clients from all walks of life. It opens the door to meaningful conversations and deeper trust. 85

When you learn about the beauty traditions that resonate with your clients, you show respect for their identity—and you might discover new practices that enhance your own routine, too.

Beauty Advisor Action: Ask your clients about beauty rituals from their culture or family. What did their mother or grandmother teach them about self-care? What scents or textures feel most nostalgic and comforting? These questions open space for storytelling and emotional connection.

Special Event Idea: Curate a “Global Beauty Rituals” feature in your store or counter, spotlighting products inspired by different cultures—rice water essences, botanical oils, mineral clays. Use storytelling signage to share where these traditions come from and how they honour the feminine. Incorporating elements of global rituals into your retail space reminds clients that beauty is not about one standard—it’s a celebration of heritage, diversity, and the sacred self. It’s an invitation to slow down, tune in, and honour beauty as a timeless part of being a woman.

Beauty Advisor Reflection: What beauty traditions have shaped your own understanding of self-care? How can you honour those in your daily rituals and share them with pride? 86

Radiance from Within: By Mickey Tortorelli

Nutrition, Wellness & Inner Glow 88

In a world where beauty products are everywhere, we often forget that true radiance begins from within. What we eat, how we rest, the way we move our bodies, and the thoughts we feed our minds all contribute to the glow we wear on the outside. As beauty advisors, understanding this holistic connection between wellness and skin can take your client experience to the next level. Healthy, luminous skin isn’t just a result of the perfect serum—it’s also a reflection of hydration, nutrients, and lifestyle. Foods rich in omega-3s, antioxidants, and vitamins A, C, and E support skin repair and fight inflammation. Drinking plenty of water, getting quality sleep, and managing stress can all reduce dullness and breakouts. And movement, even gentle stretching or walking, improves circulation and gives skin that healthy flush.

Encouraging clients to see their beauty routine as a full-body ritual fosters a deeper kind of care. It’s not about replacing skincare—it’s about supporting it from the inside out.

Beauty Advisor Action: Ask open-ended questions that gently explore your client’s lifestyle. “How is your sleep lately?” or “Do you find time to unwind after work?” can reveal key wellness insights that inform your product and regimen recommendations.

Retail Tip: Suggest products that align with wellness goals. A calming facial mist for post-yoga cool-downs. A nourishing overnight mask that pairs well with a good night’s sleep. A supplement that supports skin health. You’re not just selling beauty—you’re supporting well-being.

Wellness Integration Event: Consider spotlighting “Beauty from Within” products, like collagen powders or adaptogen blends, alongside topical skin care treatments. Partner with wellness brands or local experts to host in-store wellness chats or events. When beauty advisors understand that radiance isn’t just surface-deep, they unlock new ways to inspire confidence and loyalty. You’re not just helping your customers look good—you’re empowering them to feel good, live well, and glow from within.

Beauty Advisor Reflection: What habits help you feel your best from the inside out? How can you share that inspiration with your customers each day?

SKIN CARE AS SOUL CARE

Use Face Masks to Introduce Customers to Self-Love, Mindfulness, and Personalized Beauty Rituals By Glenda Raketti

As beauty advisors, we’re often the cheerleaders for others, helping our customers feel confident, glowing, and seen. But how often do we turn that same energy inward? In a world that rarely slows down, one of the simplest ways to spark wellness, for ourselves and our customers, is through the humble face mask. More than a skincare step, masking is a ritual, a pause, and a powerful act of self-love.

So, how do you turn a 10-minute product into a conversation about wellness? Let’s dive into the purpose of masking, how to build rituals, and how to confidently recommend this often overlooked step to your customers.

Why Masks Matter? Face masks are more than a treat, they’re a targeted treatment. Whether the goal is hydration, detoxification, brightening, calming, or firming, there’s a mask for that. And the benefits go beyond skin-deep. Studies show that even short self-care practices, like masking, can reduce stress and increase feelings of well-being. According to a 2023 study published in Frontiers in Psychology, engaging in regular skincare routines boosts emotional regulation and encourages mindfulness. It’s not just skincare - it’s soul care.

Helping your customer choose the right mask often comes down to texture, skin type, and lifestyle. Here’s a quick breakdown:

Types of Masks

Cream Masks

Rich and comforting, ideal for dry or mature skin.

Gel Masks

Cooling and hydrating, perfect for sensitive or sun-exposed skin.

Clay Masks

Detoxifying and clarifying, great for oily or acne-prone skin.

Peel-Off Masks

A tactile treat that gently lifts impurities, best for occasional use on normal to oily skin.

Sheet Masks

Convenient and mess-free, great for travel or quick hydration.

Overnight Masks

Work while you sleep, ideal for deeper hydration and repair.

Don’t stop at the face! There are masks for hands, feet, eyes, lips, and even the neck and décolletage. Suggesting a fullbody approach to self-care can elevate the customer experience from routine to ritual. 95

Creating a Self-Care Ritual Rituals don’t have to be complex—they just have to be intentional. Here’s a simple selfcare routine you can share with clients (and try for yourself!):

Cleanse

Apply Your Mask

Reflect

Set the stage by washing away the day.

Pick a texture and focus that suits your needs.

While the mask works, breathe deeply, sip tea, journal, or just be still.

Encourage your customer to view masking as a moment to check in with themselves—not just a skin fix. A 10-minute mask can be a reset button during a hectic week. 96

How to Recommend It to Your Customers

You can also tailor your recommendation:

When you bring up masks, you’re not just suggesting another product—you’re offering a small act of kindness they can give themselves. Try something like:

Busy client? Suggest a sheet mask or overnight mask.

“Have you ever tried taking ten minutes just for you—no phone, no to-do list? A mask is the perfect excuse to do that, and your skin will thank you too. Let me show you one that fits your skin and your schedule.” This soft, empathetic approach makes the conversation about self-care, not just sales.

Dealing with dryness? Offer a rich cream mask. Under stress? Recommend a calming gel mask with lavender or aloe. Upcoming wedding or special event? Recommend masks to do a few days before the event for all areas: eyes, face, neck, décolletage, face, hands, feet.

A Gentle Nudge to You As someone who helps others feel beautiful, you deserve a moment too. Choose one evening this week to create your own mask ritual— light a candle, play music, and care for your skin like you would a client’s. You might be surprised by how good it feels to pause and simply be with yourself.

Final Thought Face masks are an easy entry point to something deeper: helping your customer connect with their skin, emotions, and well-being. As a beauty advisor, you have the power to guide your customers toward that connection—and maybe even rediscover it yourself. Because beauty, after all, isn’t just about looking good. It’s about feeling seen, cared for, and whole.

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Empowering Confidence through Volunteering:

Insights from Look Good Feel Better 102

Susan Larkin, President & CEO

Look Good Feel Better Canada

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In this insightful video, Susan Larkin, President & CEO of Look Good Feel Better Canada, and Mickey Tortorelli, Founder & CEO of BeauteSchool Inc., discuss the significant impact of volunteering with Look Good Feel Better (LGFB). They highlight how LGFB volunteers help people facing cancer regain their confidence by teaching them makeup techniques and self-care practices. Through their positive energy and expert guidance, LGFB volunteers empower individuals to feel like themselves again. This video provides valuable insights into how volunteering with LGFB can transform lives and strengthen communities.

Watch the full video to learn how you can make a meaningful difference in your community and empower women facing cancer by helping them regain their confidence and strength.

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“I remember how crucial it was for me to be around positive people when hope was so low. Now, as a volunteer, I have the chance to offer positive energy, a good attitude, and knowledge on how to empower yourself with makeup and hair. For a woman facing cancer, it is so helpful and truly mind-strengthening.” – Agnes, Cancer Survivor, LGFB Volunteer

“The workshop volunteer provided an excellent overview of various techniques and tips for makeup application during treatment and overall skin health. It wasn’t just about the information; it was the ‘normalizing’ of techniques to cope with the appearance-related challenges of cancer and treatment.” – Mary C., LGFB Workshop Participant

“Robyn’s ability to make each participant feel beautiful and confident is truly inspiring! As a volunteer who has learned directly from Robyn, her exemplary leadership and welcoming attitude has helped our community grow in strength and numbers over the years.” – Madeline D., LGFB Volunteer Team Leader

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Interested in Volunteering with Look Good Feel Better? Join a community of passionate volunteers who are making a real difference. By donating your time and expertise, you can help individuals facing cancer feel empowered and regain their confidence. Click here to learn more about how you can volunteer with Look Good Feel Better and start making an impact today!

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Unveiling Radiance: By Mickey Tortorelli

Skincare Steps for Flawless Makeup 108

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As a Beauty Advisor, understanding the essential steps to help your customers prep their skin for makeup is crucial for achieving flawless, long-lasting results.

Start with Exfoliation

Mind the Oils and SPF

Exfoliation is the first step in any makeup prep routine, as it helps remove dead skin cells and smooths the skin’s texture.

While oils can provide hydration, it’s essential to recommend oils that won’t interfere with makeup application. Light, non-comedogenic oils like squalane or jojoba oil are excellent choices, as they hydrate the skin without causing excess shine.

Recommend gentle exfoliants that contain alpha hydroxy acids (AHAs) or beta hydroxy acids (BHAs). These ingredients help to refine the skin’s surface, making it easier for makeup to glide on smoothly. Exfoliation also boosts the skin’s radiance. However, avoid exfoliation right before a night out if the skin is already sensitive or irritated, as it can cause discomfort.

Hydration is Key A hydrated skin barrier is vital for makeup to sit beautifully on the skin. Recommend moisturizers containing hydrating ingredients like hyaluronic acid, glycerin, or ceramides. These ingredients draw moisture into the skin, keeping it plump and smooth. This helps the makeup blend effortlessly without settling into fine lines. Hydration also ensures that the skin appears fresh, not dry or tight, throughout the day.

When recommending SPF, opt for formulas that absorb quickly into the skin, ensuring that makeup can be applied without feeling heavy or greasy. Be sure customers apply SPF at least 15-20 minutes before makeup to avoid any pilling or interference.

Layering Products and Avoiding Makeup Pilling Makeup pilling can occur when skincare layers don’t absorb properly, causing the makeup to roll off. To prevent this, advise your customers to apply their skincare in thin layers and wait for each layer to fully absorb before moving on to the next. A gentle facial massage can help to facilitate absorption.

Avoid Mixing Skincare with Makeup While it might seem like a good idea to mix skincare with foundation or concealer for added hydration, it’s essential to avoid applying too many products at once. Doing so can cause makeup to break down more easily, leading to an uneven finish. Instead, suggest applying skincare products separately and waiting for each layer to set before adding makeup for a more polished result. By educating your customers on these key skincare steps, you’ll empower them to create a flawless base for their makeup and ensure a long-lasting, radiant finish.

This will help ensure a smoother, more durable makeup finish. It’s also a great practice to wait around 5-10 minutes between skincare and makeup applications.

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Skincare isn’t just about enhancing the appearance of makeup—it’s about ensuring that your customer feels confident in their skin, whether they’re preparing for a special event or their everyday beauty routine.

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Key Takeaways

Exfoliate gently with AHAs or BHAs to create a smooth canvas for makeup.

Hydrate with ingredients like hyaluronic acid and ceramides to keep the skin plump and smooth.

Avoid over-applying oils or SPF to prevent makeup interference and ensure a lasting finish.

To enhance your knowledge and better guide your customers toward perfect makeup prep, check out the Skin Care Course in the BeauteSchool Retail Beauty Advisor Certification Program. This course will provide you with essential insights on skin hydration, exfoliation, and creating the perfect skincare routine for every customer. Click here to learn more! 113

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Shiseido Vital Perfection Clinically proven: 100% showed a firmer, brighter, more lifted look in just 1 week.*

Unlock Ageless Radiance with Shiseido’s Vital Perfection Supreme Cream In a world where beauty is often defined by external standards, Shiseido’s Vital Perfection skincare line offers a refreshing perspective: true beauty emanates from within – a philosophy embodied in the brand’s latest innovation, the Concentrated Supreme Cream, and brought to life by its global ambassador, Anne Hathaway.

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The Essence of Vital Perfection

Anne Hathaway: A Modern Muse

Shiseido’s Vital Perfection line is rooted in the belief that “Potential Has No Age.” This mantra celebrates the timeless nature of beauty, and the strength found in embracing one’s authentic self. The Concentrated Supreme Cream is a testament to this ethos, designed to enhance the skin’s natural vitality and radiance.

Anne Hathaway’s partnership with Shiseido is more than a brand endorsement – it’s a celebration of the multifaceted nature of femininity. Known for her authenticity and elegance, Hathaway resonates with Shiseido’s commitment to quality and integrity.

Formulated with Shiseido’s exclusive Sculpturist Technology and a potent blend of ingredients like SafflowerRED™, Ginseng Root Extract, and Ziziphus Jujuba Fruit Extract, the cream targets signs of aging such as sagging, dullness, and uneven tone.

In her own words, she admires the brand’s “care, thoughtfulness, rigour and passion,” qualities that mirror her personal values. For Hathaway, skincare is a ritual of self-care and empowerment. She emphasizes the importance of treating one’s skin with love and respect, a practice she believes enhances both inner and outer beauty.

Clinical trials have shown impressive results: 97% of users experienced brighter skin, 95% Her approach aligns seamlessly with noticed improved elasticity, and 90% Shiseido’s philosophy, making her saw a reduction in visible wrinkles an ideal ambassador for the Vital within just two weeks of use. Perfection line.

Embracing Timeless Beauty The collaboration between Shiseido and Anne Hathaway underscores a powerful message: beauty is not confined by age or societal expectations. The Vital Perfection Concentrated Supreme Cream invites individuals to embrace their unique beauty, enhancing what is already within. It’s a celebration of confidence, resilience, and the enduring power of femininity. In a world that often seeks to define beauty by fleeting standards, Shiseido’s Vital Perfection line stands as a beacon of timeless elegance, reminding us that true beauty is ageless and ever-evolving. With the Concentrated Supreme Cream, Shiseido continues to empower individuals to unveil their inner radiance, embracing the beauty of femininity in all its forms.

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Key Takeaways

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Timeless Beauty

Shiseido’s Vital Perfection line celebrates ageless beauty, rooted in the belief that “Potential Has No Age.”

Effective Results

The Concentrated Supreme Cream, with ingredients like SafflowerRED™ and Ginseng, targets aging signs, with 97% of users seeing brighter skin and 90% noticing fewer wrinkles in just two weeks.

Anne Hathaway’s Empowering Partnership:

Anne Hathaway embodies the brand’s values of authenticity and self-care, aligning perfectly with Shiseido’s philosophy of enhancing inner and outer beauty.

Dear beauty expert,

Instructions to register:

2. Username: discover.ca-en

To create your profile:

We invite you to explore “Discover SHISEIDO” and sign up to become a member. It only takes 6 steps!

1. Scan QR code to begin

3. Password: DCE-Jkw3

5. Fill in the registration form

To gain access, use these credentials:

4. Click on “YES” to register

6. Check your email for a link to log in again

Instructions pour l’inscription:

Cher spécialistes beauté Nous vous inviton à découvrir «Discover ShiSeido» et à vous inscrire pour devenir membre. Cela ne prend que 6 étapes!

1. Scanner le code QR pour commencer

4. Cliquez sur «OUI»

Pour obtenir l’accès, utilisez ces informations d’identification:

Pour créer votre profil:

2. Nom d’utilisateur: discover.ca-fr 3. Mot de passe: DCF-KwPx

5. Remplir le formulaire d’inscription 6. Vérifiez votre e-mail pour obtenir un lien qui vous permettra de vous reconnecter 119

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Empowering Beauty Through Skin Health By Mickey Tortorelli

How to Recognize and Support Customers with Atopic Skin Conditions Understanding and Caring for Atopic Skin Conditions As Beauty Advisors, understanding and identifying common atopic skin conditions is essential in providing the best care and support for your customers. Atopic skin conditions, including eczema, psoriasis, and other skin disorders, can significantly impact confidence and self-esteem. With the right approach, however, you can help your customers manage their skin concerns, nurturing both their beauty and their confidence. Empower your clients to feel comfortable and proud of their skin by offering holistic solutions and educating them on these conditions.

Eczema typically presents as red, inflamed, and itchy patches on the skin, often found on the face, arms, or behind the knees. It can be triggered by allergens, stress, or changes in the weather.

Psoriasis presents as thick, scaly patches of skin, usually with silver-white scales. These patches can crack and bleed, and are most commonly found on the scalp, elbows, and knees. It can be exacerbated by stress, infections, or cold weather.

Rosacea is a chronic condition that causes redness and visible blood vessels, typically on the face. It can lead to small, red bumps and pimples, and may worsen with sun exposure, spicy foods, or alcohol.

Common Atopic Skin Conditions: What to Look For Eczema (atopic dermatitis) and psoriasis are two of the most well-known atopic skin conditions, but there are others, such as rosacea and contact dermatitis. 122

Contact Dermatitis occurs when the skin reacts to an irritant or allergen, leading to redness, swelling, and itchiness. Common triggers include harsh soaps, detergents, or metals like nickel.

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As a Beauty Advisor, recognizing the differences between these conditions is crucial for recommending the right products and offering effective solutions.

Holistic Recommendations for Atopic Skin When advising customers with atopic skin, it’s important to recommend products that soothe and restore balance to the skin. Dermatological skin care brands which are hypo-allergenic, designed for sensitive and reactive skin, and are free of known irritants.

For eczema and rosacea

Recommend gentle, fragrance-free products that are rich in hydrating ingredients like ceramides and hyaluronic acid to help restore the skin’s natural barrier.

For psoriasis

Recommend products containing salicylic acid to help reduce scaling and ease inflammation.

For contact dermatitis

Suggest using soothing moisturizers with colloidal oatmeal or aloe vera, which help calm and hydrate the skin without irritating it.

Sun Protection for Atopic Skin Sun exposure can worsen symptoms of many atopic skin conditions. Therefore, it is crucial to recommend a SPF 50+, broad-spectrum sunscreen that protects against both UVA and UVB rays, especially for conditions like rosacea and eczema.

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Key Takeaways

Identify Skin Conditions

Recognize common atopic skin conditions like eczema, psoriasis, rosacea, and contact dermatitis to recommend the right products for your customers.

Holistic Care

Suggest gentle, dermatological products with hydrating ingredients for eczema and rosacea, and products with salicylic acid for psoriasis and colloidal oatmeal for contact dermatitis.

Sun Protection

Always recommend an SPF50+ broad-spectrum sunscreen that protects against both UVA and UVB rays.

To deepen your understanding of atopic skin conditions and how to care for customers with these concerns, check out the Skin Care Course in the BeauteSchool Retail Beauty Advisor Certification Program. This course will give you the knowledge to offer expert advice, helping your customers manage their skin conditions with confidence. Click here to learn more! 126

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Nourish and Strengthen Hair from Within: By Mickey Tortorelli

By creating a comprehensive regimen that addresses both scalp and hair health, you can provide your customers with the guidance they need to achieve beautiful, healthy hair. 128

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How Scalp Facials and Proper Hair Care Can Transform Your Customer’s Hair As Beauty Advisors, we understand that true beauty radiates from the inside out, and this includes healthy, vibrant hair. Hair health begins at the root, with a well-balanced scalp being the foundation for beautiful hair.

Help your customers discover the importance of nourishing their hair from the root up, using effective treatments and products that support scalp health.

Why Scalp Health is Essential for Strong Hair The key to healthy hair is a healthy scalp. Just like the skin on our face, the scalp requires regular care to stay balanced and free of buildup. A clogged or imbalanced scalp can prevent healthy hair growth, leading to issues such as dandruff, hair thinning, and dryness. As a Beauty Advisor, you can support your customers in maintaining scalp health, which is crucial for strong, shiny hair. Regular scalp treatments help remove dead skin cells, excess oils, and buildup from styling products, creating an optimal environment for hair to thrive.

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How to Support Your Customers with Healthy Hair Regimens Your role is to guide customers toward hair solutions tailored to their specific needs. Start by identifying their primary concerns—whether it’s dry scalp, dandruff, hair loss, or simply maintaining healthy, shiny hair. Ask questions like, ‘What are your key concerns with your hair and scalp?’ Or, ‘What are your goals for your hair and scalp health?’ For dry or flaky scalps, recommend hydrating shampoos with ingredients like coconut oil, aloe vera, and glycerin to lock in moisture. For those battling dandruff or an itchy scalp, look for products containing tea tree oil or salicylic acid, which help clear buildup and soothe irritation. For customers concerned about hair loss or thinning, recommend products with keratin and panthenol to strengthen hair and protect from further damage.

Biotin, niacin, and caffeine in hair serums can stimulate the scalp and promote healthy hair growth. Additionally, suggest a gentle, sulfate-free shampoo to avoid stripping natural oils, which is especially important for colour-treated or sensitive scalps. Don’t forget to emphasize the importance of scalp health, often overlooked in everyday hair care routines. Regular scalp exfoliation can help reduce buildup, unclog pores, and improve circulation, providing a healthy foundation for hair growth. For clients who use styling products, recommend regular shampooing to remove excess product buildup, which can block hair follicles and inhibit growth. Lastly, remind your customers that heat protection is essential when using styling tools. Recommend thermal protectants containing silk protein or castor oil to guard against heat damage. This, along with regular hydration and strengthening treatments, will help maintain vibrant, strong hair. You can also suggest hair masks or deep conditioning treatments once a week for extra nourishment.

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Scalp Facials: The Ultimate Treatment for Healthy Hair Growth and a Perfect Mother’s Day Gift Scalp facials are a fantastic way to strengthen hair from the root by exfoliating the scalp, stimulating circulation, and providing essential nutrients to the hair follicles. These treatments help address common scalp issues such as dandruff, dryness, or hair thinning, promoting a healthier scalp environment for better hair growth.

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A scalp facial is also a luxurious, relaxing experience that serves as an ideal Mother’s Day gift, combining selfcare with practical benefits. Encourage your customers to treat themselves or their Moms to a scalp facial, which not only supports scalp health but also provides a rejuvenating experience that helps relieve tension and promotes overall well-being.

Steps of a Scalp Facial:

1 Pre-Cleanse or Detox Treatment Recommend a scalp detox serum or oil pre-treatment to help break down buildup before shampooing.

2 Clarifying or Exfoliating Cleanser Use a scalp scrub or clarifying shampoo with ingredients like salicylic acid, tea tree oil, or charcoal to gently exfoliate and deep-clean.

3 Toning or Balancing Treatment Apply a scalp toner or lightweight treatment mist to rebalance pH and calm the skin. Look for formulas with witch hazel, peppermint, or niacinamide.

4 Hydration & Nourishment Finish with a scalp serum or leave-in treatment that targets specific concerns like dryness, thinning, or irritation.

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Key Takeaways Regular Scalp Care Regular exfoliation and scalp treatments help maintain scalp health, prevent buildup, and promote healthy hair growth.

Hydration is Key Recommend moisturising ingredients like coconut oil, aloe vera, and glycerin to maintain a hydrated scalp and nourish hair.

Tailored Solutions for Hair Concerns Customize hair care recommendations for customers based on their specific concerns, such as dandruff, hair thinning, or dry scalp.

To deepen your understanding of hair care and scalp health, check out the Hair Colour & Care Course in the BeauteSchool Retail Beauty Advisor Certification Program. This course will equip you with the knowledge you need to provide the best advice for your customers and help them achieve their healthiest hair ever. Click here to learn more!

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Mastering the Art of Fragrance Recommendations By Mickey Tortorelli

How to Educate Customers on the Different Forms of Fragrance and Connect with Their Preferences Fragrance is a deeply personal experience, and understanding the different types of fragrances available can help you better assist your customers in making an informed decision.

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Whether your customer is looking for a signature scent or something special for a loved one, knowing the right fragrance form is key to ensuring their satisfaction.

As a Beauty Advisor, you have the power to guide your customers in choosing the perfect fragrance for themselves or as a gift.

Understanding the Different Types of Fragrance Fragrance comes in various forms, each with its own characteristics. Educating your customers on these differences will help them understand what they’re purchasing and why it’s the right fit for them. Parfum The most concentrated form of fragrance, with up to 30% essential oils. This lasts the longest, often throughout the day, and is perfect for customers who want a scent that stays with them from morning to night. Parfum is often packaged in luxurious bottles, making it a great option for special occasions or a premium gift.

Eau de Parfum (EDP) Slightly less concentrated than parfum, but still provides long-lasting fragrance, typically around 4-5 hours. It’s a perfect middle ground for customers who want a durable fragrance without the intensity of parfum.

Eau de Toilette (EDT) Lighter than EDP, with 5-15% essential oils, it lasts for about 2-3 hours. This is ideal for customers looking for a refreshing, lighter scent for daily wear or during warmer months.

Cologne The lightest of all fragrance types, containing about 2-5% essential oils. Cologne offers a subtle scent and is perfect for those who prefer a quick, fresh burst of fragrance. It’s ideal for a customer who likes a gentle, non-intrusive scent.

Layering Layering fragrances involves combining different products like body lotions, body washes, and perfumes to create a personalized, long-lasting scent. This is a fun way for customers to build a fragrance that matches their lifestyle and personal preferences.

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How to Connect Fragrance Education to Your Customer’s Lifestyle Now that you understand the types of fragrances, here’s how to use that knowledge to connect with your customers and make personalized recommendations:

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1 Consider Their Daily Routine Ask your customers how they wear fragrance. Busy professionals may prefer a lighter fragrance like Eau de Toilette or Cologne, while those who enjoy self-care rituals might opt for an Eau de Parfum layered with a body lotion for a longer-lasting scent.

2 Match Scent to Occasion For special events or night outs, recommend Parfum or Eau de Parfum for a more intense and luxurious scent. For everyday wear, suggest Eau de Toilette or Cologne to ensure they feel fresh without being overwhelmed.

3 Align Fragrance with Personality Bold personalities may love intense Parfums with rich notes, while those who enjoy minimalism might prefer the lightness of Eau de Parfum or Cologne.

4 Seasonal Preferences Help customers choose fragrances based on the season. In summer, go for fresh, citrusy scents in Eau de Toilette or Cologne. In colder months, suggest richer, warmer fragrances in Eau de Parfum or Parfum.

5 Gift Recommendations When recommending fragrance as a gift, consider the recipient’s personality and preferences. For someone who enjoys luxury, suggest Parfum. For versatility, recommend Eau de Parfum as it strikes a balance between strength and subtlety.

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By asking the right questions and using fragrance education to connect with your customers’ needs, you can help them find a scent that fits their lifestyle, occasion, or personal taste. This knowledge can also empower you to guide your customers in choosing the perfect gift, ensuring they leave your store feeling confident in their selection.

Key Takeaways Understand the Different Fragrance Types Educate your customers on the differences between Parfum, Eau de Parfum, Eau de Toilette, and Cologne to help them find the right fragrance for their needs.

Personalized Recommendations Use questions about your customers’ lifestyle, daily routine, and preferences to make personalized fragrance suggestions.

Guide Seasonal and Occasional Choices Recommend fragrances that fit the season and specific occasions, helping your customers make informed decisions based on their needs. 140

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Want to deepen your knowledge of fragrance and enhance your consultations? Check out the Fragrance Course in the BeauteSchool Retail Beauty Advisor Certification Program. This course will equip you with the expertise you need to guide your customers in selecting the perfect fragrance. Click here to learn more!

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Empower Your Beauty Advisors. Boost Brand Results. Our platform isn’t just where beauty advisors learn—it’s where brands grow.

Tired of relying on webinars that don’t fully engage your audience? Ready to elevate your brand education strategy? At BeauteSchool Inc., we offer award-winning learning solutions, powered by an intuitive Learning Management System (LMS) designed specifically for the beauty industry.

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Interactive, Engaging Courses

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Ready to see the difference? Visit www.beauteschool.com to learn more, and Contact Us today to transform your brand training.

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With Love May 2025 Issue

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May 2025 Issue of BE Magazine