The face as canvas

Training manager from a leading cosmetics firm on what makes good make-up


Make-up to women is like second skin. For some it's a daily ritual, while others save if for special occasions.

According to Vimi Joshi, regional training manager, M.A.C, "It's all about being creative. Out of habit we do the same thing over and over again and forgot to try new things in the process." She was in Dubai to train the cosmetic firm's staff for the new season.

The company's trend for the forthcoming season is called Femme Noir. Partly conceived from the black and white era of the 1940s and 50s, the colours have a touch of mysterious, light and dark, soft and hard, real and shadow, all merged into one. It is a collection that reflects all the sides of being a woman. "This collection is enhancing the beauty of a woman. Our make-up is all about texture on texture and this season it's all about having a clean complexion with dark eyes," says Marcelo Levit, regional vice-president, M.A.C Europe.

"The idea behind the concept was to have a range which is glossy and fashionable enough for models and photo shoots, but the success, range of colours available and use of the product spread almost all over Canada and America," says Vimi.

All M.A.C make-up stylists are called artists, and make-up can be worn by everyone. The face is their canvas and they are free to experiment with various techniques and methods.

However when it comes to a customer, there is a set of norms they have to keep in mind for make-up application. "When customers walk into our store they see a beautiful artist with bright colours on their face and a perfectly blended look. They may want something of the sort, but we have to keep in mind the shape of their face, what suits them, their personality, age, whether it's an event, things like that. Indian women can carry off dark make-up, whereas national women look stunning with strong eye make-up. So everyone is an individual," says Vimi.

Vimi says, "We like to focus on a customer's best feature and bring that out to the best of our ability."

However, it does not stop there. All artists have made it their policy to not just sell make-up but to be interactive, friendly and pass on their knowledge of makeup art to their valued clients and new time customers.

"We don't expect people to come in and feel obliged to buy a product. We take pride in the fact that anyone can walk in and enhance their knowledge on application or colours," adds Vimi.

Vimi, who has been in the cosmetic business for the last 10 years, has worked with several noted brands such as Christian Dior and Estee Lauder. Born in Africa, her family moved to London when she was very young.

A qualified biologist, she has always been fascinated by make-up and fashion and changed careers to follow her dream.

Her first job was working on MTV music videos. She was offered a short-term position with M.A.C Middle East and after training returned to London, where she took various courses.

She soon got the job of regional training manager in Kuwait, where she trains staff in the Middle East four to five times a year.