Newsweek Reveals The Secrets Of The Beauty Counter

by Justin Fenner | 2:45 pm, July 19th, 2010

When we seek them out, we love beauty counters — those calm, clean, organized islands of color and self-reflection. We look at ways to smell better, to look better, and we have knowledgeable attendants there to help us make that happen.

But when we’re just trying to get through a store, beauty counters are inconveniences, obstacles thrown in the way of our walk through Macy’s or Bloomingdale’s. And the attendants become hunters charged with turning our “just looking” defense into hundred-dollar sales.

At least that’s the way Newsweek tells it in an article that’s a part of “The Beauty Advantage,” a multimedia exploration of the way our society treats beautiful people, and asks whether being pretty is a blessing or a curse.

The author, who remains an anonymous member of Newsweek‘s photo staff, learned all of the tricks of the trade while working as a beauty counter attendant before college. For example, the invocation of science in presentation (lab coats) and naming (Derma Sciences) of certain products, or the expression of horror that a customer uses a competitor’s brand. Or worse: pretending to be someone’s friend for the sake of a sale.

During my time at the counter, I often dreaded having to hear customers prattle on about people I didn’t know or care about, but I knew that if I feigned interest, the client would trust me all the more to select the products they just couldn’t live without. If makeup artists were really your friends, they wouldn’t use brushes or tester products that, in some cases, have been used on hundreds of people—or sell you multiple products when you only need one.

“Six Ugly Secrets of the Cosmetics Counter” is a must read if you’re looking into new beauty products.

[Image via The Blush Stops Here]