In a completely saturated cosmetics market, how does one stand above the rest? A brand like 100% Pure prides itself on fruit-pigmented products and abstaining from selling in China where animal testing is mandated by the government, while Urban Decay sells mostly vegan products in bold colors. For Make Up For Ever, which recently opened its Northern California flagship stand-alone store at Westfield Valley Fair, it’s education and a huge following of professional makeup artists.
“Make Up For Ever is all about education,” says the store’s lead artist, Tobey Doran, whose dream came true when she was chosen as one of the store’s employees. “We like to share all of our secrets. Some places they like to keep [proper makeup application] a secret that only they have…but that means that when their client goes home they can’t recreate that look. [The client is] going to have a bunch of products that they can’t do anything with.”
The store offers $25 Monday Make Up Mastery classes where Doran will teach small groups an interactive makeup lesson. It also offers $50 Focus Lessons, 30-minute sessions on Professional Complexion Correction or Professional Result Eye Make Up. There is also a $100 Complete Lesson offering that provides the student with a “signature look” or teaches them how to use the makeup they already own to achieve a signature look. With each class, a portion of the fee – $25 for Focus Lessons and $50 for Complete Lessons – is redeemable in product. Students attending the Make Up Mastery will receive 20 percent off products purchased after the lesson is complete.
Alongside its makeup application classes, Valley Fair’s MUFE store will soon offer an eye lash bar, allowing customers to see how the company’s false eyelashes will look on their face, and a brow bar, in addition to a service that no other cosmetics store is doing. Anyone purchasing a complete lesson from the “Make Up School” can, for an additional $15, have that lesson recorded and burned to a DVD.
The company is also extremely excited about its new South Bay location. “Being one of the premier shopping destinations in Northern California with close proximity to a strong professional makeup artist community, we felt Westfield Valley Fair shopping center would be a great fit for Make Up For Ever” says Noah Rosenblatt, MUFE’s Vice President of Retail. “We also felt with the introduction of many new tenants and remodels this year that it was perfectly timed for us to open our boutique, where we look forward to offering area shoppers an unmatched beauty shopping and education experience with our full range of products.”
Keep an eye out for MUFE’s Artisan Brush Collection – a new line of synthetic brushes, Blue Sepia collection – celebrating the elegance and sophistication of 1950s fashion, and Rogue Artist Palettes – providing high-impact color on the go, that will be available this fall. Visit the Valley Fair Make Up For Ever store, lower level across from Sephora, or www.makeupforeverusa.com for more information.