Human Moments beyond the beauty product
Engaging face to face with the beauty customer creates a safe space to be a sounding board, even a therapist for a few minutes. It’s about holding up a mirror and helping them see the strength, the light, the beauty they already have.
When we meet face-to-face, when we take the time to listen, we give something bigger than a product — we offer connection, confidence, and sometimes even healing.
Here are three real-life examples that show how meaningful, face-to-face beauty experiences can reconnect women with themselves — and reveal what they truly need from products, not just what they’re sold.
Meet Sara (fictitious name)
Some moments feel like pure joy — like a mom who after a journey of transformation with weight loss and the constant love of her husband, was finally ready to celebrate herself, inside and out.e.
The back story:
Before reviewing foundation shades. I always start by asking how a customer is taking care of their skin, then proceed with a quick skin evaluation.
Sara’s skin was dehydration with a few flaking areas and hyperpigmented. We spoke about her current skin care routine, which was minimal, and highlighted other skin care concerns.
While having the conversation, Sara started to tear up. I wasn't certain if I had said something to upset her or what exactly was happening. I gently asked her if she was okay. Talking about skin concerns can be intimidating, especially if your routine is a bit lax…. but that wasn’t the cause of her watery eyes.
Through her quick beauty update, she pulled out her phone and showed me her before & after pictures of her weight loss. The transformation was incredible—she showed me photos from her wedding and how life had changed over the years. I didn’t ask about the reason behind the weight gain because that wasn’t the story that mattered. What mattered was her determination to reclaim her confidence. She proudly stated that she was taking care of herself and doing it one step at a time.
First, she wanted to lose weight. Then she wanted to take care of her skin, followed by an updated haircut and fresh style.
During this conversation, it became apparent that I quickly needed to tap into Sara’s emotional space and affirm who she was as a courageous woman, how beautiful she was and acknowledge all that she had accomplished.
- And, at her request, we were going to take her skin care and color cosmetics update one step at a time. It was a moment to deeply connect with, listen to and assist her in feeling better about herself while embracing her true beauty.
Sara also shared that she had a tremendously supportive husband who never once said anything about her weight. He loved her as she was. He most recently asked her “would you like to get your hair done?” She thought that was the most precious thing he could ask her.
When we were finished, Sara walked away with a skin care set a perfect foundation shade and she took a picture of the items she wanted to purchase (bronzer/lip) but wasn’t ready to invest in just yet.
Key products for Sara: Introductory skincare set. They offer just enough products for at least 6 weeks while offering an introduction to a new brand. Added on: Foundation and mascara.
Meet Taylor (fictitious name)
Some moments hit you with their quiet strength — like a mom who was newly divorced, raising three kids, and still showing up for herself in small, powerful ways.
Backstory:
At first appearance, Taylor was well put together, fit full of energy and a fast talker. She was looking for an easy and quick routine because she had a busy lifestyle.
I noticed how defined her arms were and couldn’t help but mention how fit she looked. I asked if she worked out, partly out of admiration and partly because I was still trying to find my own rhythm with fitness — hoping she might have some inspiration to share.
Taylor was a cheer coach. - And as we started talking, the emotional layers came off. She shared that she was in the middle of a divorce, seeing a therapist, and doing her best to stay steady while raising three kids on her own.
For years, Taylor’s life had revolved around others — the home, the kids, the constant doing. She paused when she told me, “I was never allowed to do anything for myself.” She said it quietly, but with weight. Now, for the first time in a long time, she was choosing herself. She was carving out peace, piece by piece. And part of that peace meant starting fresh with skincare and makeup — not to become someone new, but to reconnect with the woman she had always been.
As we talked through her skincare routine and what her days really looked like, I chose a few essentials — products that felt easy to use, not overwhelming. A light tint to even her tone, a bronzer to bring warmth, and a lip color that felt like her. She smiled as she looked at everything laid out and left with it all — ready to finally do something for herself. 😊
Key products for Taylor: On the go simplicity. Tinted moisturizer with SPF. All over bronzing glow powder, low reflective highlighter, quick lip tint.
Meet Donna (Fictitious Name)
Then there are the moments that remind you how often women push through tough times — like a mom surviving on a tight budget, raising a teenager alone, and finally carving out a few minutes just for herself.
Backstory:
It’s common to see mom/daughter, grandmother/granddaughter and other junior/senior aged, related females shopping together in the beauty isles. Generally, the scenario is the daughter, or younger of the two, trying to convince the older generation that she needs to use the latest, greatest launch from brand x, y, z. The other scenario is the senior of the two needs assistance in teaching the younger one how to take care of their skin.
Shopping with a friend is fun, especially if your mom or daughter is your best friend.
Donna was coming in for a quick and easy makeup routine. As we were talking about her skin care regimen (or lack thereof), she shared about the loss of her husband, and how sudden life changes had really taken its toll on her and her skin – and – she just wanted a little something to “pick her up”.
During the skin care evaluation and skin prep, Donna’s daughter was promoting other brands that she liked and did her best to try to convince her mom to use these other popular brands. Most of the brands she mentioned were targeted for younger skin or just weren’t at the aesthetic texture and advanced technology or color tone level needed for her mom.
Patiently, I explained to Donna’s daughter that, as we mature, our skin changes. So that despite all the products that she was using were good products for herself, her mom needed something a little different to take care of her skincare and color cosmetic needs. We did what I call “graduate” from mass/masstige beauty products to a prestige brand.
Donna had flawlessly beautiful, smooth textured skin, chiseled and stunning facial features and bright eyes that were all hidden behind years of experiencing loss, and stress. Caring for herself had quietly fallen off the list. Her skin told part of that story: tired, thirsty, and neglected.
We started simple. I walked her through a few products that would restore hydration and bring back a fresh and healthy glow to her skin and added a few color cosmetics.
When she looked in the mirror, there was a pause. Then, a smile — small at first, then full. And then - she leaned in to hug me.
It wasn’t about what the makeup did. It was about what she saw again: herself.
Key products for Donna: Budget conscious mix of prestige and mass products. Creamy cleanser and moisturizer, tinted moisturizer with SPF. Lip tint and an easy application cream stick eyeshadow that brought out the depth of color in her eyes. The final product choices were a mix of prestige and mass recommendations because of budget constraints. - Single mom, super tight on budget, raising a teen.
I suppose the last gesture could be perceived as crossing boundaries. Really, who hugs a stranger these days without some fallout?! I was a bit stunned, but what I did walk away with that day is knowing that what we do and create in the industry does make a difference, no matter what our role is from C-suite to R&D to Marketing to Beauty Artistry in the stores.
And - This exchange reminded me how powerful face-to-face consumer engagement can be—and how simply affirming the people in front of us, even strangers, can bring a sense of wholeness and beauty to both their world and ours.