Live Chat with Danielle Bookatz, Brand Manager, from Jane Iredale – THE SKINCARE MAKEUP
  1. What is the background of Jane Iredale – THE SKINCARE MAKEUP™ and what products do you offer?

Jane Iredale launched her eponymous mineral makeup line in 1994. A former casting director, Jane saw first hand the disastrous effect that heavy, chemical-filled makeup had on actresses’ complexions, so she created a range that was good for skin and easy to apply.  

Jane iredale – THE SKINCARE MAKEUP® products consist of the highest quality minerals, vitamins and antioxidants which allow skin to breathe while providing radiant, flawless coverage. It’s no wonder Jane’s mineral makeup range quickly grew to be over 350 products and distributed in over 46 countries worldwide.  In the UK, it’s distributed by the International Institute for Anti-Ageing (iiaa) who will be on stand Q21 and R22.


  1. What is your most popular product and what do you think makes it popular?

Our best selling product is the PurePressed Base (available in 24 shades), which is loved by celebrities and makeup artists.  Its popularity is down to it being so multifunctional as well as making skin look flawless. It’s a powder, concealer, foundation and SPF all in one, and the natural pigments diffuse light to create a ‘soft-focus’ effect. It is also good for skin and allows you to customise your level of coverage.


  1. What makes your products special over the competition?

Jane iredale – THE SKINCARE MAKEUP® uses pharmaceutical grade mineral, botanical extracts and antioxidants which make it exceptionally natural and pure. All the formulations are free from artificial dyes, fragrances, fillers and preservatives so it can be used by even the most sensitive skin.

 We have the widest range of mineral make-up  - it’s not just about bases, we offer a myriad of eye, lip and cheek products too and are constantly launching innovative new items.


  1. How cost effective are your products when introducing them into a salon?

Offering high quality mineral make-up is a fantastic way of adding a lucrative new revenue stream.

We offer a range of packages available to suit all salons, which include a tester stand and free retail stock.  They can start small with our Beauty Gallery Display programme and build on it with two additional steps till they have the complete range. We also offer a range of payment options so it is affordable for any salon and they can start making back there money from day one.


  1. Do you provide any extra services, advice or training programmes for professionals who use your products in their salons?

We offer a 4 day training programme for therapists (across 6 training centres in the UK and Ireland) which covers product knowledge and how to apply makeup to clients.  It also covers different makeup styles, colour theory and how to do special occasion makeup.

In addition, we have a team of makeup artist who can come into salons and do complimentary events, which involve giving the salon’s clients makeovers and retailing products – this significantly increases turnover on the day and is a great way to introduce clients to the brand.  All stockists get regular support from their dedicated Area Manager and Account Manager at Head Office.


  1. Why should salon owners visit your stand at the show?

We are unveiling a brand new and exciting campaign at this year’s show. Salons can come and see what we are all about get expert advice on how it can work in their salon. They can have a complementary makeover or take part in one of our on-stand Master Classes.


  1. Are you having anything new on your stand at the show?

We will be giving visitors a sneak peek of our Spring Collection, unveiling our new 2015 campaign and having a Master Class makeup bar where people can follow our demos step by step to recreate the look on themselves!


  1. Will you be having any special offers exclusive to the show?

We are offering up to £2,500 worth of retail stock free of charge with our Beauty Gallery Display Programme, 20% off retail and offering exclusive payment offers on all our displays.  There’ll also be free makeovers and demonstrations. Visit us on stand Q21 to find out more!


  1.  What tips would you give salon owners looking to introduce a new line into their salon?

Make sure you plan for success, have an event in salon to launch the brand and invest in a display to make sure the makeup is presented attractively. Get your staff to wear the products and try different looks, it builds enthusiasm and creates a great talking point with clients.


  1. Please tell us any current news or anything which is taking place at the moment outside of show activities.

We have a lot of exciting new product launches this year so watch this space…!