Makeup Counters and your Wedding Day

The other day, I discussed options for the Do It Yourself "DIY" Bride and how to best handle wedding day makeup.  Today I will offer some advice on what to expect should you decide to use the makeup counter at the mall for your wedding day look. 

First and foremost, the makeup counter is a retail environment.  Their main purpose is to sell cosmetics and make a profit.  Most counter representatives work off of commission.  The more you buy, the more they sell, the larger their cut. 

Many brands offer complimentary makeup applications provided you purchase a minimum dollar amount of the products used.  There are several reasons for this with the primary reason being State Statutes.  (Please refer to your individual State for specifics)  Florida allows the application of makeup by anyone as long as the only money received is for the cosmetic products themselves.  

I am a Florida State licenses esthetician, however, it is not required to have a license to apply makeup to the general public with intent to sell a cosmetic product.  In fact, one can not charge for the application service and can only require payment for the products themselves.  This is why the counters will require you to purchase cosmetics in exchange for the makeup application.  Anyone can work behind the makeup counter applying makeup as long as they can sell and they do not need to be licensed or trained in skin care and/or makeup application. 

Speaking as an ex-counter rep for several brands, I can honestly tell you I was not hired because of my makeup skills.  They hired me for my ability to sell cosmetic products.  My previous training and experience in makeup application was just icing on the cake.  As with most makeup artists, their time behind the makeup counter is short lived.  It's more about selling and less about application.

Driving to the mall on your wedding day to have your makeup applied can result in many stressful obstacles.  To begin with, you'll need to be there early enough to guarantee you will be able to get your turn to sit in the makeup chair.  Most cosmetic counters get extremely busy on the weekends with shopping consumers.  If the sales reps will let you schedule an appointment time, you may have a better chance of keeping to your wedding day timeline.  Otherwise, be prepared to get there as soon as the mall opens or you may end up waiting in line.  If you have a group of ladies requiring makeup, the process could drag on and make you late for your own wedding ceremony. 

Traffic to and from the mall can be a challenge that you may not be able to predict.  The weather alone can foil the best made plans as walking (or running) from car to store can expose you to the most unfavorable of elements (wind/rain/heat/etc.)  Having your makeup applied with a mall full of people staring at you, may not be the most relaxing way to spend the morning of your wedding.  Things are hectic enough and adding in all the noise and commotion of the mall, you're bound to lose it right then and there. 

Be sure they won't rush you through your makeup application on the day of your wedding.  Sales people need to acknowledge customers and if a line is beginning to form, you want to know that you will have top priority. 

Most cosmetics sold to consumers are exactly that; consumer grade products.  They are perfect to wear for work or school but do not hold up to a full day of wedding activity.  Most of these makeup brands are not intended to be used for photography and may result in less than stellar images.

Since you will have photos taken at your wedding, your makeup needs to be applied to best accent your features.  Most cosmetic sales people will apply makeup for an every day look without considering the specifics required for photography.  Details like lighting (natural vs. artificial), contouring, highlighting, minimizing flaws, reducing shine, etc. are important to looking flawless in pictures. 

Understanding photography comes from training and experience; something a sales person is not likely to have been exposed to.  If you've invested a good amount into your dress and photographer, you should want to also invest into your wedding day beauty look. 

Imagine taking your vehicle to a car salesman and having him replace your brakes.  The chances of the salesman being knowledgeable and capable of doing it correctly is really a hit or miss situation.  But if you take your car to an auto mechanic, more than likely he will have been trained in vehicle repairs and maintenance.

If you are still adamant about going to the makeup counter for your wedding day look, be sure to visit ahead of time and ask to have a trial consultation.  You'll want to test it out to see how long the makeup lasts and whether it is acceptable in photographs.  Find out if you are able to have the same sales rep apply your wedding day makeup as the one who provided your trial run.  You may have to purchase makeup for both the consultation and the actual wedding day which can end up being pricey.   

Keep in mind, you may not be able to pick a specific person at the counter to do your makeup.  Normally when you hire a vendor for your wedding, you are researching for someone that will provide you with the exact results you seek.  It's highly unlikely that a makeup counter rep will be able to show you an album of her bridal work and any referrals from past clients.

Add up the cost of makeup, travel to and from the mall, scheduling and timeline conflicts, oggling bystanders, exposure to the elements and you may just find that it's worth it to have your makeup applied in the comfort of your own location, surrounded by people you know and provided by an experienced professional. 

Photos courtesy:
Scoobie's Photographic Images
James Shuler Photography
Samantha Marie Photography
Jennifer Ring Photography
Kris Graham Photography