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How to Host a Color Event
There’s no better way to promote your services and Youngblood color
products than with a color event. Not only will it teach customers
application techniques, but it also demonstrates your spa or salon’s
expertise of makeup artistry.
Use this guideline to plan your own successful event!
4 Weeks Before the Event
Plan the date and time
☐ Identify the opportunity for a color event.
☐ Set sales and appointment goals.
Decide on a focus for your event
☐ Select a focus based on facial features (e.g., eyes or lips),
specific makeup looks around a new or existing product, or color trends.
☐ Separate looks in individual bags to have ready for makeover consultations.
3 Weeks Before the Event
Hold a team meeting
☐ Establish event elements (i.e., services to be performed and products to be used during the event).
☐ Determine the target customer.
☐ Role play with your staff to practice what to say before, during and after the event.
☐ Review staff expectations including sales and appointment goals.
☐ Have your team practice application of looks on each other.
☐ Delegate responsibilities before and after the event.
Check inventory
☐ Make sure you’re fully stocked in all retail, testers, samples and tools.
☐ Order any stock needed.
Invite loyal customers
☐ Create a guest list.
☐ Create an invitation using a quick-print shop; go paperless and
create an invitation on sites like Constant Contact or Evite; or post
on your Facebook page.
☐ Call and email existing customers.
☐ Encourage customers to bring a friend.
2 Weeks Before the Event
Determine your advertising needs
☐ If opted for printed postcards, mail them out.
☐ Contact your local newspapers and area magazines for potential coverage of the event.
Book and confirm new customers
☐ Keep an appointment sheet handy to book walk-in customers.
1 Week Before the Event
Finalize appointments and prepare team
☐ Continue booking appointments.
☐ Reinforce responsibilities delegated.
☐ Confirm appointments 24-48 hours in advance.
Merchandise your space
☐ Set up a consultation “station” to display products and support materials.
☐ Prepare favor bags (optional).
Day of the Event
Implement the event details
☐ Perform makeovers while sharing with the customer what she will learn and why it is important to her.
☐ Find additional needs and recommend product solutions.
☐ Ask for the sale — confirm recommendations and reinforce why the
products selected are best for her needs; review how to use them at
home.
☐ Schedule a follow-up appointment to check results and/or extend an invitation for another service.
After the Event
Begin customer follow up
☐ Contact new and existing customers to check results on the products purchased.
Recap the Event
☐ Determine if goals were achieved and a profit was made.
☐ Evaluate event success and future event opportunities.
Creating mini
makeup stations for a color event allows clients to choose a focus,
while giving your sales staff a clear path to a sale!
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