March 2026 Issue of BE Magazine

Newness With Knowledge

Where innovation meets education

The Equinox Effect

How Beauty Advisors Learn Best Today

Your 5-Minute Post-Webinar Routine

Peer Learning Prompts for Your Next Shift

BE Magazine x Watier Beauty Advisor Education Insights Survey 2026

Meet Our Newest Certified Beauty Advisor: Retta Gabriel’s RBCP® Journey

Meet Our Newest Certified Beauty Advisor: Linda Haug’s RBCP® Journey

RBCP® 2.0: Where Knowledge Becomes Confidence

RBCP® Graduates in Action

Cosmetic Career Spotlight: Alla Osipova

Leading the Floor

Beauty Blueprint: Diana Del Negro

La Roche-Posay: Skin, Cancer & Care

Consult First, Recommend Second

NEOSTRATA: The Sounds Of Science

Selling Is A Conversation

Shiseido: From Innovation to Everyday Essential Service Clients Remember

Retail Success Stories

Skin Harmony 101: Understanding the Microbiome

Spring Reset for Skin

Letting Go to Grow

Why the Beauty Industry Learns with BeauteSchool

Authority Beauty Education

Newness, With Knowledge: Where innovation meets education

Dear Beautiful Community,

March arrives with a feeling of reset, a quiet shift that invites us to pause, re-balance, and begin again. That is why this issue is gently anchored in the Spring Equinox, a moment that reminds us that progress is not always about moving faster, it is about moving with intention. In beauty retail, that intention shows up in the way we learn, the way we listen, and the way we translate knowledge into care.

This March issue is built around the theme Newness, With Knowledge, a reminder that what is new has the greatest impact when it is understood. Education is the bridge between product and purpose, and between a quick interaction and a client relationship that lasts. When Beauty Advisors feel confident in what they know, they can meet clients with clarity, empathy, and recommendations that truly serve.

A meaningful highlight in this issue is the launch of a new four-part education-first series, Skin, Cancer and Care, sponsored by La Roche-Posay, created to support Beauty Advisors in more informed, compassionate conversations. This is the first of four editorials designed to strengthen understanding around treatment-related changes to skin, hair, scalp, and nails, and to help advisors approach these client needs with sensitivity, appropriate language, and practical product knowledge. This series reflects what BE Magazine stands for, education that elevates service, especially when care matters most.

We are also proud to feature Alla Osipova in this month’s Cosmetics Career Spotlight. Alla represents the modern retail leader, grounded, consistent, and deeply people-focused. Her story is a reminder that careers are built through daily discipline, mentorship, and the choice to keep learning, even when the pace of retail is demanding.

In Beauty Blueprint, we spotlight Diana Del Negro, whose leadership perspective reinforces a truth we value deeply, strong leadership today is rooted in self-awareness, collaboration, and the confidence to grow in real time. Her insights reflect the kind of coaching culture that changes teams and raises performance in a way that feels both human and sustainable.

Our Retail Success Stories feature takes us inside Shoppers Drug Mart store #972, where Gina Adamson and her team show what is possible when education is lived on the floor, not just delivered in a webinar. Their approach is practical, spirited, and real, exactly what Beauty Advisors need right now.

Finally, to our recent RBCP graduates, Linda Huag and Retta Gabriel, congratulations. Your commitment to learning is shaping the future of our industry. Every completed module, every practiced skill, and every client served with greater confidence moves beauty retail forward.

Thank you for being part of the BE community and for continuing to grow with us.

With love,

Mickey Tortorelli, CTDP Founder & CEO, BeauteSchool®,

‘‘Curiosity turns training into confidence, and confidence shows up in every consultation.’’

The Equinox Effect

By Mickey Tortorelli

How balance and curiosity fuel education-led growth in beauty retail

Each March, the Spring Equinox arrives as a quiet reset, a moment when light and dark meet in perfect balance. For BE Magazine, it is not a seasonal theme, it is a lens.

A reminder that meaningful growth does not always look like a dramatic change. Sometimes it looks like returning to center, asking better questions, and choosing to learn with intention.

In beauty retail, that balance matters. We live in a world of innovation, new formulas, new tools, new techniques, and new ways clients want to feel seen. At the same time, our work is rooted in understanding skin health, ingredients, safety, shade, texture, concerns, lifestyle, and the human experience behind every purchase.

Education is what brings these two worlds together. It helps us welcome what is new while staying grounded in what is true.

The equinox also represents transition. It is a threshold, and thresholds invite curiosity. When we shift into wonder and curiosity, there is an opening to deeper wisdom. The strongest Beauty Advisors bring this mindset onto the floor every day. They do not rush to assumptions. They listen. They ask. They explore.

Curiosity transforms learning from something we “have to do” into something we get to build. It keeps training from becoming a checklist and turns it into confidence that shows up in real conversations. It helps an advisor move from memorizing product facts to understanding why a routine works, and how to explain it in a way a client can trust.

Approaching beauty with intention elevates both service and self. It strengthens consultations, improves recommendations, and deepens relationships. It also creates a kind of professional renewal, the feeling of being capable, current, and proud of your craft.

This month, let the Spring Equinox be your reminder. Balance innovation with understanding, meet every client with curiosity, and let education be the steady path that supports meaningful growth, every day.

How Beauty Advisors Learn Best Today

By Mickey Tortorelli

Practical ways to boost knowledge retention, confidence, client satisfaction, and sales from vendor training

If you are a Beauty Advisor, you are likely attending dozens of vendor training sessions each season, most of them webinars or online training. The challenge is not access to education, it is making sure what you learn actually shows up on the floor in real client conversations.

This editorial is your playbook. Use it to capture the right information, retain it, practice it quickly, and turn training into confidence, conversion, and clients who come back asking for you.

The Beauty Advisor reality, too much training, not enough

time

Webinars are packed with information: ingredients, claims, routines, launches, shade stories, clinical results. If you try to remember everything, you will remember almost nothing.

Instead, your goal is simple: pull the 10 percent you will actually use, and build the habit of applying it.

A Beauty Advisor system that makes training stick

1

Decide your ‘‘one outcome’’ before you hit play

Before a webinar starts, write one sentence at the top of your notes:

‘‘After this training, I want to be able to…’’

Examples:

• recommend this product to the right skin type without overthinking it

• explain the hero ingredient in one clear sentence

• build a quick routine for a common concern

• handle one objection more confidently

When you learn with purpose, you retain faster.

2

Take notes the way retail works

Skip long note-taking. Use this simple format for every training:

Client concern: What problem does this solve?

Who it is for: Skin type, lifestyle, sensitivity level, budget, preferences

Why it works: One hero ingredient or key benefit

How to use: When, how often, layering order

What to say: One sentence you can say to a client

One add-on: What pairs well to complete the regimen

If you can capture those six points, you have what you need to sell with confidence.

3

Convert webinar learning into ‘‘10, 30, 60’’ talk tracks

Your job is translating brand language into client language. Right after training, write three versions:

10 seconds: the quick recommendation

30 seconds: a mini consultation with one benefit and one usage tip

60 seconds: a deeper explanation plus routine building

This is how you go from knowledge to natural selling.

4 Use it within 24 hours

The fastest way to retain training is to use it right away. Choose one action for your next shift:

• recommend the hero product to one client

• add it as an alternative option when a client hesitates

• use the new technique during a shade match or skincare consultation

• practice your talk track with a coworker before peak traffic

If you wait a week, you will be re-learning instead of building skills.

How to practice so it becomes automatic

Try the “3-2-1” reset after every training

At the end of a webinar, take two minutes:

• 3 key points you can use on the floor

• 2 client types who would benefit most

• 1 product you will confidently recommend this week

This keeps training from becoming passive.

Make a “Top 10” personal training file

Create a simple note on your phone called ‘‘My Top 10 Recommendations This Season.’’ For each item, list:

• concern

• who it is for

• one line to say

• one pairing product

This becomes your personal selling confidence guide.

Peer learning, the secret to making education stick

Learning improves when you say it out loud and practice it with someone else. Peer learning turns training into skill.

1

Do a two-minute teach-back

After a training, grab a teammate and say:

‘‘Give me two minutes, I want to practice explaining this.’’

If you can teach it, you own it.

2

Use the ‘‘swap and sharpen’’ method

Pair up with another Beauty Advisor and trade the best thing you learned this week:

• you share one product and one client scenario

• they share one product and one objection handler

• each of you leaves with a new talk track

This keeps education fresh and shared, not siloed.

3

Role play the real objections you hear every day

Forget perfect scripts. Practice what actually happens:

• ‘‘I tried something like this and it irritated me.’’

• ‘‘That is more than I wanted to spend.’’

• ‘‘I do not have time for a routine.’’

• ‘‘I need something that works but feels lightweight.’’

Take turns being the client. Keep it short. Repeat it often.

4

Build a micro-huddle habit

If your team can do a three-minute huddle once or twice a week, rotate a ‘‘training takeaway’’:

• one BA shares the product and who it is for

• one BA shares how to explain it simply

• one BA shares the best pairing suggestion

Small habits create big consistency.

Why this leads to sales and happier clients

Clients do not buy information, they buy clarity and confidence. When you retain training and can explain it simply: consultations feel smoother recommendations feel more personalized clients trust you faster routines are built more effectively

results improve, and clients return

The Beauty Advisor who practices learning is the BA who builds a loyal client base.

Key Takeaways

Use a consistent note format that mirrors real client conversations.

Turn training into 10, 30, and 60 second talk tracks.

Apply within 24 hours to lock it in.

Peer learning, teach-back, and quick role plays turn education into sales confidence.

Your goal is not to remember everything, it is to capture what you will use.

Your 5-Minute Post-Webinar Routine

A quick reset that helps you retain what matters and use it on your next shift.

Minute 1

Set your outcome

Write one sentence:

“After this training, I can confidently…”

Examples: recommend the hero product, explain the key ingredient, build a simple regimen for a common concern.

Minute 2

Capture the 6 essentials

Fill in these quick prompts:

• Client concern:

• Who it’s for:

• Why it works (1 key benefit or hero ingredient):

• How to use (when, how often, layering):

• What to say (one client-friendly sentence):

• One add-on to complete the regimen:

Minute 3

Create your 10, 30, 60 talk tracks

• 10 seconds: quick recommendation

• 30 seconds: benefit + usage tip

• 60 seconds: deeper explanation + routine builder

Minute 4

Decide your 24-hour action

Choose one:

• Recommend it to one client

• Use it as your alternative option if a client hesitates

• Practice it with a teammate before peak traffic

• Add it into one complete regimen you build today

Minute 5

Lock it in with a simple recap

• 3 things I learned:

• 2 clients this is perfect for:

• 1 product I will recommend this week:

Tip: Save this in a notes app. One training, one page, no overwhelm.

If this routine helped you organize your learning, click here to download the full version and keep it on hand as your go-to post-training reset before your next shift.

Peer Learning Prompts for Your Next Shift

Quick ways to practice with your team so training turns into confidence.

2-minute teach-back

“I participated in vendor training yesterday, can I practice explaining a hero product to you in two minutes?”

“Tell me if this sounds clear’.”

Client match practice

“Name a client type, and I’ll match the best product from this training.”

“What would you recommend for someone who wants results but hates a heavy feel?”

Objection swap

“What’s the most common objection you’re hearing this week?”

“Let’s each share one simple response that feels natural.”

Regimen builder challenge

“Let’s build a 3-step regimen for dryness, sensitivity, or acne, using what we learned.”

“What’s the one product you would add for results without irritation?”

Talk track sharpening

“Help me tighten this into one sentence a client will understand.”

“What’s the simplest way to explain the hero ingredient without sounding clinical?”

One win, one tweak

“What’s one client win you had this week?”

“What’s one moment that felt tricky, and how could we handle it next time?”

Use these prompts for quick practice between clients or at shift start. Even 3 minutes of peer practice turns training into skill.

If these prompts sparked ideas for your team, click here to download the printable version and keep it ready for quick shift huddles and peer practice.

BE Magazine and BeauteSchool, in partnership with Watier, are proud to launch the 2026 Beauty Advisor Education Insights Survey, a national initiative designed to gather real feedback from Beauty Advisors and Cosmetic Managers across Canada.

This survey takes approximately 10 minutes to complete and is confidential. Your responses will help shape future education, training programs, and industry support for Beauty Advisors nationwide.

In partnership with Watier, 200 participants will receive a Watier Portfolio Professional Correctors 4-in-1, as our way of saying ‘‘thank you’’.

To qualify:

Participants must be currently employed as a Beauty Advisor or Cosmetic Manager at a Canadian retail store

Winners will be randomly selected from eligible survey submissions

Survey submissions close on Monday, April 30, 2026

Complete the survey here.

Why Your Voice Matters

Every Beauty Advisor has insight that can strengthen the future of our industry. This initiative is about listening, learning, and elevating beauty education together.

By sharing your experiences, learning preferences, and professional perspectives, you are helping us:

Strengthen training and education programs for Beauty Advisors across Canada

Develop meaningful content that reflects real retail needs

Provide valuable feedback to brands, retailers, and educators who support your success

All responses will be included in the 2026 BE Magazine Beauty Advisor Education Insights Report, helping guide how brands train, how retailers empower, and how education evolves to better support you on the selling floor. Your voice helps shape what comes next.

Thank you for being part of Canada’s beauty education community.

Congratulations to Retta Gabriel, one of BeauteSchool’s newest graduates of the Retail Beauty Advisor Certification Program (RBCP® 2.0).

Earning the Certified Beauty Advisor designation represents a meaningful milestone, reflecting dedication to professional growth, client care, and continued education. Retta’s journey highlights how passion, curiosity, and commitment to learning can elevate the Beauty Advisor role into a truly consultative and confidence building experience for clients.

Retta Gabriel

Certified Beauty Advisor (CBA) Cosmetic Manager, Shoppers Drug Mart Regina, Saskatchewan

What inspired you to begin your journey in the beauty industry, and how did it lead you to BeauteSchool and the RBCP® 2.0 program?

I have always loved beauty and helping people feel confident. Seeing how happy someone becomes after even a small improvement in their skin or routine motivates me every day. I enjoy building genuine connections, listening to clients, and offering honest advice so they feel supported and cared for.

Before discovering BeauteSchool, I completed many brand training courses because I truly believe learning never stops in this industry. I first discovered BeauteSchool through an email and began reading BE Magazine. After participating, I was thrilled to win the full RBCP® 2.0 certification.

Despite having a busy schedule, I committed to completing the program and, with Victoria’s encouragement and support, I successfully finished it. I am incredibly grateful for that opportunity.

How has completing the RBCP® 2.0 Certification helped you grow as a Beauty Advisor, in both skill and confidence?

Although I have worked in beauty for five years, the program expanded my knowledge in ways I did not expect. It deepened my understanding of skincare, ingredients, and consultations, allowing me to create more personalized recommendations for clients.

It also strengthened my confidence and refined my selling approach. I now focus more intentionally on identifying and meeting each client’s unique needs, which has made my consultations more meaningful and effective.

What part of the program did you find most valuable or impactful in your day to day work?

The skincare and consultation training has been the most impactful. It taught me how to properly assess skin concerns, ask thoughtful and purposeful questions, and build trust with clients.

Learning to recommend a complete routine rather than focusing on a single product has made a significant difference in client results and satisfaction. The hair and nail care modules also broadened my knowledge and strengthened my confidence across multiple beauty categories.

My purpose in beauty is…

My purpose in beauty is to help people feel confident, comfortable, and happy in their own skin by providing honest advice and genuine care.

What advice would you share with Beauty Advisors considering RBCP® 2.0?

Go for it. The program builds confidence, strengthens your knowledge, and supports your professional growth. Take your time with the learning because there is always something new to discover. The skills you gain will benefit both you and your clients in meaningful and lasting ways.

Congratulations to Linda Haug, one of BeauteSchool’s newest graduates of the Retail Beauty Advisor Certification Program (RBCP® 2.0).

Linda has officially earned her Certified Beauty Advisor (CBA) designation, a meaningful milestone that reflects her commitment to education, client care, and professional growth. Her journey is a powerful reminder that it is never too late to pursue something new and invest in your own development.

Linda Haug

What inspired you to begin your journey in the beauty industry, and how did it lead you to BeauteSchool and the RBCP® 2.0 program?

My world turned upside down during COVID. Needing employment, I inquired at our local Rexall Drugstore. The ladies there were always so friendly and helpful, and I thought it would be a wonderful place to work.

Soon after I started as a cashier, our store was scheduled for a renovation. Part of that renovation included the addition of a new Derm section. The products intrigued me.

As a woman in my late 50s who had neglected her skincare routine for some time, I became genuinely interested. When the Cosmetician at the time announced her retirement, I decided to apply for the position, even though it was completely new to me.

The vendor webinars were invaluable, and being able to try most of the products myself gave me a terrific jump start. Then came the beautiful and inspiring BE Magazine, which soon led to the introduction of the RBCP® 2.0 course. When the course was offered to me, I jumped at the chance.

How has completing the RBCP® 2.0 Certification helped you grow as a Beauty Advisor, in both skill and confidence?

Taking on this new role, I quickly realized how much information I needed to absorb. As a mature woman entering the industry, I had a lot of catching up to do. I attended every vendor course available and was one of the first graduates of the cosmetic course offered by Rexall.

However, I still lacked confidence in applying what I was learning. Vendor education was excellent, but I wanted to understand the science behind how products are made. With so many lines and options available, I wanted to help my customers make informed decisions about all products, not just one brand.

The RBCP® 2.0 Certification did not favour one vendor over another. It provided the foundational knowledge I needed to present knowledgeable, unbiased options to my clients. That made all the difference.

What part of the program did you find most valuable or impactful in your day to day work?

As an artist, I found the Makeup course especially exciting, and I absorbed every bit of scientific information in the

Skin Care course. However, the course I needed most was The Customer Service Experience.

Learning about customer personality types was incredibly informative. The Essential Skills and Selling Techniques modules helped me translate knowledge into practice. I value each of my customers and want to offer them the culmination of everything I have learned. This course gave me the confidence to do exactly that.

If you had to complete this sentence, ‘‘My purpose in beauty is…’’, what would you say?

My purpose in beauty is to help my customers be the best they can be, both inside and out. Age should never prevent us from feeling beautiful.

What message or advice would you share with other Beauty Advisors who are considering enrolling in RBCP® 2.0?

Each section of this course equips you with thorough, professional knowledge of the subject being presented. It also provides the skills and techniques to apply that knowledge with confidence.

Whether you are new to the industry or have many years of experience, this course will be invaluable to you.

Where Knowledge Becomes Confidence

In a season defined by innovation and fresh perspective, true transformation begins with knowledge.

In today’s evolving retail beauty landscape, Beauty Advisors are being asked to do more than recommend products.

They are expected to consult with confidence, build trust quickly, and deliver personalized experiences that elevate both the client journey and their own professional growth. This is where the Retail Beauty Advisor Certification Program (RBCP® 2.0) makes its impact.

RBCP® 2.0 was created to elevate the role of the Beauty Advisor through structured education that blends technical beauty knowledge, consultation excellence, and businessbuilding skills.

The result is a visible transformation on the sales floor, where confidence becomes credibility and service becomes truly consultative.

As we introduce two recent graduates, Linda Haug and Retta Gabriel, their journeys reflect how education transforms both expertise and self-belief, regardless of where an advisor begins.

For Linda Haug, Certified Beauty Advisor at Rexall in Mayerthorpe, Alberta, the decision to pursue RBCP® 2.0 came from a desire to understand beauty at a deeper level. Entering the industry later in life, Linda had completed extensive vendor training but wanted to grasp the science behind formulations and ingredients, not just product features.

RBCP® 2.0 provided unbiased foundational knowledge across categories, strengthening confidence in consultations and empowering Linda to present informed, well-rounded recommendations.The Customer Service Experience module proved especially impactful, helping translate knowledge into meaningful client conversations grounded in personality awareness and intentional selling.

For Retta Gabriel, Cosmetic Manager at Shoppers Drug Mart in Regina, Saskatchewan, RBCP® 2.0 refined an already strong foundation. With five years in the industry and a consistent commitment to ongoing education, Retta embraced the program as an opportunity to elevate consultation skills.

The Skin Care and consultation modules strengthened Retta’s ability to assess concerns thoughtfully, ask purposeful questions, and build complete routines rather than recommending isolated products. The result has been more personalized, strategic interactions that deepen trust and strengthen client loyalty.

Together, Linda and Retta demonstrate what retailers consistently observe when Advisors complete RBCP® 2.0: elevated service standards, stronger client relationships, and professionals who approach their role with clarity and purpose.

Key Takeaways

Knowledge Builds Confidence

Structured education transforms product information into consultative, trust-building conversations.

Growth Has No Starting Point

Whether new to the industry or refining existing experience, continued education strengthens credibility at every stage.

Elevated Service Drives Performance

Confident Advisors deliver more personalized consultations, stronger loyalty, and long-term retail success.

RBCP® 2.0 is more than a certification. It is a commitment to growth, excellence, and a career built on knowledge, confidence, and purpose. Learn more by clicking here.

RBCP® Graduates in Action

By Mickey Tortorelli

Certified Beauty Advisors Leading Through Peer Learning

In a season focused on innovation and what’s new, it is easy to look outward. But some of the most powerful learning in beauty retail happens internally, on the selling floor, between Beauty Advisors.

Peer learning is education in motion. It is a lived experience translated into confidence. It is the refinement of technique, communication, and intention shared openly so others can grow stronger.

We asked Certified Beauty Advisors across Canada to share their top sales and communication tips. Their insights reinforce a powerful truth: product knowledge builds credibility, but trust, empathy, and professionalism transform knowledge into results.

From Saskatchewan to Ontario to British Columbia, these Certified Beauty Advisors demonstrate that education lives beyond course modules. It lives in shared stories, intentional service, and the courage to refine and grow.

Retta Gabriel, CBA Beauty Manager, Shoppers Drug Mart #2464 – Emerald Park, Saskatchewan

Retta Gabriel recommends always offering two options: one that fits comfortably within the client’s budget and another that delivers optimal results. This approach removes pressure and creates empowerment. Clients feel supported rather than sold to, and trust grows when transparency is present.

Retta also emphasizes authenticity. Sharing real customer feedback about products that are consistently repurchased, and incorporating personal product experience whenever possible, strengthens credibility. Professional presentation and confidence in one’s own skin further reinforce trust in recommendations.

When communicating with clients, Retta focuses on patience and comfort. Careful listening, recommending an attainable solution first, and then educating on elevated options for more visible results builds long-term relationships. Even when a purchase does not happen immediately, honest guidance encourages return visits.

Choi, CBA Beauty Specialist, Shoppers Drug Mart #824 – Toronto Eaton Centre, Ontario

Ben Choi approaches every client interaction with empathy.

‘‘Putting myself in their shoes. If I was a customer in the store, how would I want to be greeted and treated?’’

Attention and respect are often reciprocated. Ben also practices what is called ‘‘planting a seed’’ by recommending complementary products, even when clients choose not to purchase them right away. The idea stays with them and often shapes their next visit.

One particularly meaningful experience involved a client struggling with severe eczema around the eye area. The client had shared that a doctor mentioned radiation treatment as a possible next step if no improvement occurred.

Instead of rushing to sell, Ben focused on education. Gentle eye cream options for sensitive, reactive skin were introduced, along with clear explanations about barrier-supporting ingredients and why certain formulations were safer choices.

Several weeks later, the client returned with visible improvement and asked to see more products from the line.

That moment reinforced something powerful. Product knowledge builds confidence. Confidence builds trust. Trust increases basket size naturally.

Gurjit Chhoker, CBA Beauty Advisor, London Drugs Guildford – Surrey, British Columbia

Gurjit Chhoker believes in selling solutions, not products.

Instead of focusing on what something is, Gurjit concentrates on what it does for the client. Open-ended questions uncover the true concern, whether it is redness, texture, dullness, or simply wanting to feel more confident. People invest in outcomes.

Demonstration is key.

‘‘Application sells. Energy sells. Confidence sells.’’

A simple swatch on the hand or allowing a client to feel the texture can completely shift hesitation into belief. Creating a mini experience turns curiosity into commitment.

Active listening remains central. Repeating back client concerns before recommending anything confirms understanding and builds trust that feels personal and authentic.

Mary Jane Horncastle, CBA Beauty Advisor, Rexall – Southampton, Ontario

Mary Jane Horncastle believes consistency and professionalism define long-term success.

Every client deserves respect, whether purchasing a five dollar lipstick or a one hundred dollar face cream. Equal attention builds reputation and long-term loyalty.

Mary Jane also emphasizes the importance of maintaining a neat, organized cosmetic section. A clean environment reflects pride in the role and pride in the brands represented. Clients notice details, and those details influence purchasing decisions.

Listening carefully and asking open-ended questions remain foundational. When clients feel valued and heard, confidence in recommendations grows.

Peer learning is not about competition. It is about collective elevation.

Innovation is powerful. Innovation supported by knowledge and strengthened through community is transformative.

Ready to elevate expertise and join a nationwide community of Certified Beauty Advisors?

Explore the Retail Beauty Advisor Certification Program 2.0 and continue building the skills that turn knowledge into confident, meaningful client experiences.

Cosmetic Career Spotlight

By Mickey Tortorelli

The Cosmetic Manager’s Role in the Learning Continuum

In this Career Spotlight, Alla Osipova reframes the Cosmetic Manager role as the driver of a true learning continuum, where education is not an event, it is a daily leadership practice. She explains how her team turns vendor training into real-world confidence through immediate application, role-play, and personalized client conversations supported by tools like skin analysis.

Her approach blends quick, intentional learning moments with peer sharing, trend awareness, and consistent followup so knowledge stays fresh, service feels elevated, and performance improves naturally.

Discover the Journeys of Beauty Industry Trailblazers

Alla Osipova

As a Cosmetic Manager, how do you view your role in supporting ongoing education for your Beauty Advisors beyond formal brand training sessions?

My role goes far beyond organizing training sessions. I see myself as the energy behind continuous growth. Brand education sets the standard, but leadership keeps it alive.

In a beauty boutique environment, knowledge is part of the experience. When advisors truly understand what they’re recommending, their confidence becomes effortless.

Conversations feel curated, not transactional. Clients feel seen, understood, and valued. Education isn’t just about product facts. It’s about elevating service and building lasting relationships.

Vendor brand education is essential, but application on the selling floor is where learning truly sticks. How do you help your team translate brand training into confident, real-world client conversations?

Application is where the transformation happens. After every training, we immediately shift into action. We role-play real scenarios, refine language, and ensure our beauty advisors feel confident, and that their conversations with clients are fluent and natural. We also leverage our skin analysis tool

to connect product knowledge with personalization. When our beauty advisors can seamlessly link training, tools, and client needs, confidence rises instantly.

I treat vendor education as a true partnership. Brands invest in us, and when we execute beautifully on the floor, we strengthen that relationship and elevate the client experience.

What strategies do you use to create a culture of continuous learning in a fast-paced retail environment, where time and resources can be limited?

In a fast-paced environment, learning must be intentional. Strategies like quick huddles, focused product spotlights, and conversations about what’s trending now are built into our rhythm.

Today’s beauty clients are informed and curious. From viral ingredients to emerging techniques, we stay ahead of the conversation. When learning is part of daily dialogue, it feels energizing, not overwhelming. This is how we build a culture of continuous learning.

Peer-to-peer learning can be incredibly powerful. How do you encourage Beauty Advisors to share knowledge, tips, and experiences with one another on your selling floor?

‘‘Don’t separate education from performance as they are the same strategy.’’

Peer learning is powerful because it’s authentic. I encourage open sharing such as consultation wins, product discoveries, trend insights, and even challenges.

Creating a space where beauty advisors feel confident contributing ideas builds collective strength. When one beauty advisor grows, the entire team elevates.

Leading by example is often cited as one of the most effective leadership tools. How do you personally model learning, curiosity, and adaptability for your team?

I stay actively engaged in trainings, vendor sessions, launches, and trends because growth doesn’t stop with a title.

I share what excites me, a breakthrough formula, a new technique, a shift in client behavior. When my team sees curiosity modeled consistently, it reinforces that learning isn’t an obligation, it’s a mindset.

When you observe a performance gap, whether it’s product knowledge, consultation skills, or confidence, how do you approach coaching in a way that supports improvement without discouraging your team?

I see performance gaps as opportunities for refinement. We look at brand performance, consultation flow, and confidence levels to identify where clarity and coaching is needed.

Hands-on vendor training and focused brand days bring energy back into learning. I help set clear expectations which builds clarity and confidence. I believe that coaching should always be supportive, strategic, forward focused and elevates my team.

In your experience, what role does follow-up play after brand education, and how do you ensure that learning is reinforced over time rather than forgotten?

Consistent follow-up with my team is what turns education into excellence. After training, we revisit key takeaways, discuss how they’re landing with clients, and celebrate real wins on the floor. Immediate application reinforces confidence and keeps knowledge fresh.

What advice would you give to other Cosmetic Managers who want to strengthen their team’s knowledge, confidence, and capability while still meeting the daily demands of retail performance?

Don’t separate education from performance as they are the same strategy. Stay trendaware. Lead with energy. Create an environment where curiosity is celebrated, and growth feels aspirational.

When your team understands that education elevates both service and results, engagement becomes natural. Invest in your people, and the performance will follow.

Leading the Floor

By Mickey Tortorelli

How Cosmetic Managers turn training into daily performance

In retail beauty, education does not live in binders or brand portals. It lives in people. At the center of that learning culture is the Cosmetic Manager.

While Beauty Advisors bring product knowledge and passion to the floor, it is the Cosmetic Manager who transforms knowledge into consistency, confidence, and performance. Leadership today is less about directing and more about developing.

What are the most important leadership skills needed to lead a retail beauty team?

Emotional intelligence is foundational. A strong Cosmetic Manager reads the team’s energy, understands individual strengths, and adapts their approach. This may look like encouraging a newer Beauty Advisor before a consultation or giving a top performer an opportunity to mentor others.

Clear communication is equally critical. Expectations around service standards, selling behaviors, and brand priorities must be consistent. Leaders model what excellence looks like by demonstrating client conversations, clarifying daily goals, and offering specific feedback.

Accountability with support completes the picture. Instead of saying, “You need to sell more,” a coaching leader might say, “Let’s look at how you opened that conversation. What question could help you better understand the client’s concern?”

What does coaching look like on the floor?

It looks like standing beside a Beauty Advisor during a consultation and observing quietly.

It sounds like asking after the interaction, ‘‘What went well? What would you try differently next time?’’

It includes reviewing a brand training and then practicing how to explain a key ingredient in simple language.

It may involve role-playing objection handling before peak traffic hours.

Coaching improves performance because it turns information into practice. Beauty Advisors build confidence when they apply brand knowledge immediately, refine selling language in real time, and receive constructive guidance. Whether strengthening product education, enhancing consultation skills, or elevating customer service, coaching moves learning from theory to action.

A Cosmetic Manager also supports learning by creating structure. Scheduling short product refreshers, encouraging peer sharing, celebrating educational milestones such as RBCP certification, and making time to debrief after brand training all reinforce that education matters.

When leadership and coaching are consistent, knowledge becomes part of the store culture.

In this way, the Cosmetic Manager is not simply overseeing performance. They create an environment where knowledge is reinforced daily, ensuring that product education, selling skills, and service standards are clearly understood, consistently applied, and confidently delivered in every client interaction.

Through steady coaching and structured training, learning becomes visible on the floor, in stronger consultations, clearer product recommendations, and more consistent results.

Key Takeaways

Emotional intelligence and clear communication are foundational leadership skills

Coaching transforms product knowledge into confident client conversations

Real-time feedback builds consistency and accountability

Leadership reinforces learning as part of everyday store culture

The Beauty Blueprint

Leadership Beyond the Title

Leadership is not defined by title; it is built through experience, intention, and continuous growth. Diana Del Negro’s career reflects this evolution. Beginning as a Cosmetic Manager and advancing to Category Manager for Cosmetics at Pharmasave, she developed a strong foundation in retail leadership before expanding her industry perspective.

Today, as Senior Account Executive for NEOSTRATA Canada, Diana influences and supports leaders across multiple accounts through partnership and education. In this Beauty Blueprint, she shares the mindset and lessons that shaped her journey.

Diana Del Negro Senior Account Executive, NEOSTRATA® Canada

Exploring the stratgies, stories, and journeys of industry

leaders.

Diana Del Negro

You began your career as a Cosmetic Manager. What did that experience teach you about leadership?

I was fortunate to work with strong Shoppers Drug Mart associates who emphasized business acumen and people leadership. They taught me the importance of explaining the “why” behind expectations so teams could see how their actions drive results. Attending the Koffler Academy strengthened my foundation in retail math, inventory management, and leadership fundamentals.

How did you transition from retail into a vendor role as an Account Executive?

I knew I needed to strengthen my technical and communication skills. I invested in continuing education, improved my computer literacy, and joined Toastmasters to refine my presentation skills. Building confidence in communication became foundational to influencing others effectively.

What did your move into Category Management at Pharmasave teach you?

At Pharmasave, I developed best practices and business plans for franchise cosmetic departments. I curated educational content, helped build selling tools, and negotiated vendor agreements. This expanded my strategic thinking and strengthened my ability to align business objectives with operational realities.

How did retail leadership prepare you for senior roles beyond store operations?

I intentionally sought stretch assignments and cross functional projects, moving between retail and vendor roles to broaden my perspective. This prepared me to step confidently into senior leadership roles across retail and the vendor community.

In your current role at NEOSTRATA Canada, how does your retail background shape the way you work with leaders today?

‘‘Influence begins with listening first, understanding the ‘why,’ and aligning around shared objectives.’’

Retail teams balance multiple priorities, so my goal is to be efficient, clear, and solution oriented. Inspired by Simon Sinek’s Start with Why, I ask curious questions to understand motivation before offering guidance. Influence begins with listening and aligning around shared objectives.

Education has been a consistent thread in your career. How has continuous learning supported your growth?

From completing my Bachelor of Arts, to earning a Certificate in Cosmetic Selling Skills, education has shaped every stage of my career. Early vendor training, including impactful NEOSTRATA sessions, reinforced the value of clear and engaging education. I believe in continually renewing skills and encourage leaders to connect education to personal growth within their teams.

What does influence look like when supporting Cosmetic Managers balancing performance and leadership?

It begins with understanding the realities of their role. I listen first, ask thoughtful questions, and provide practical guidance. Breaking goals into manageable steps and reinforcing strengths builds confidence and sustainable performance.

How has your leadership style evolved over time?

Early in my career, I prioritized driving results and often felt pressure to have all the answers. Today, I try to focus on lead with empathy and self-awareness. I am comfortable saying “I don’t know” and embracing collaboration. Humility builds trust and opens the door to stronger solutions.

What advice would you offer Cosmetic Managers who aspire to broader leadership roles?

Adopt a learning mindset and actively build the skills required for future roles. Seek mentorship, connect with peers and vendors, and pursue development beyond your immediate responsibilities. Volunteering and community leadership can also provide meaningful growth beyond the workplace.

Skin, Cancer, and Care

By Mickey Tortorelli

Created and sponsored by La RochePosay to support Beauty Advisors with education that builds confidence and client care.

This editorial launches a new education-first series to help retail Beauty Advisors support clients experiencing cancer and treatment-related changes.

Across the series, we will focus on areas where clients commonly need practical support and sensitive guidance: skin, sun protection, hair and scalp, and nails.

Our objective is simple, to equip Beauty Advisors with education that is clear, respectful, and appropriate, so you can support clients with confidence and know when to refer to medical care teams. It is also a great time to refer your clients to Look Good Feel Better and their supportive-care programming in this space.

With over 10 years of commitment to oncology Skin Care Support During Cancer - La RochePosay Canada is determined to help cancer patients undergoing chemotherapy and radiation treatments. Their focus is to help improve patient quality of life through reducing skin side effects with the help of safe, tolerable, and effective skin care products.

This Skin edition brings together CaSMO (Canadian Skin Management in Oncology) clinical skincare principles guidance developed by specialists convened by La Roche-Posay to help caregivers, and the general public, to recognize common treatment-related skin concerns, recommend gentle, barrier-supportive ingredients and products, and approach every consultation with empathy and professionalism. (Reference link in footer.)

Your Role as a Beauty Advisor

You are not diagnosing or treating medical conditions. You are helping clients feel comfortable, supported, and seen, while offering gentle, barrier-focused product recommendations and encouraging medical guidance when symptoms are severe, spreading, painful, or alarming.

Cancer treatments can affect the skin in many ways, including dryness, itching, rash, photosensitivity, pigment changes, and radiation-related irritation.

What causes treatment-related skin changes

Many cancer therapies can weaken the skin barrier and change how skin renews itself. This can happen with chemotherapy, radiation, targeted therapies, immunotherapy, and hormonal therapies. When the barrier is compromised, skin loses moisture more easily, becomes reactive, and can feel tight, itchy, or sore.

A key takeaway from Canadian clinical approaches like CaSMO is that supportive skincare started early can reduce discomfort and help clients stay consistent with their care regimens. In practical terms, this means building a simple daily regimen around three steps: cleanse, moisturize, protect.

The most common skin concerns, and how to recognize them

Beauty Advisors do not need to name or classify a rash. Instead, listen for what it feels like and observe what it looks like so you can recommend gentle support and refer appropriately.

1

Xerosis, very dry skin

What clients say: tight, rough, itchy ‘‘everything feels dry’’ ‘‘my skin looks ashy’’

What you may see: flaking, rough patches, dullness, fine cracking.

2

Itching and sensitivity

What clients say: stinging, burning ‘‘water hurts’’ ‘‘my products suddenly sting’’

What you may see: scratch marks, irritation, reactive redness, or sometimes very little visible change, especially in deeper skin tones.

Rash-like eruptions, sometimes ‘‘acne-like’’

What clients say:

‘‘I broke out all over’’ ‘‘these bumps are new’’ ‘‘my skin is inflamed’’

What you may see: bumps, redness, sensitivity

4

3 Radiation-related irritation

Radiation dermatitis can range from mild redness and dryness to more significant skin breakdown, and it can impact comfort and quality of life.

What clients say:

‘‘the area feels hot’

‘‘it’s tender’’

‘‘my skin is peeling’’

What you may see: redness, dryness, peeling, sometimes weeping or open areas.

Important note for Beauty Advisors: treatment-related eruptions often do not respond well to classic acne regimens and may worsen with harsh acne actives

5

Photosensitivity and sun vulnerability

Some treatments make skin more prone to sunburn and irritation, even with short exposure.

6

Pigment changes, especially in deeper skin tones

In darker skin tones, redness can be less visible, and irritation may show up more as itching, heat, or texture change, followed by hyperpigmentation or hypopigmentation. Sun protection is especially important to help reduce the intensity of dark marks.

How to have a sensitive consultation

Some clients will not mention cancer directly. They may simply say, ‘‘My skin has changed,’’ or ‘‘Nothing works anymore.’’ Your goal is to offer a safe, private, choice-based experience.

Conversation starters that feel supportive

Beauty Advisors do not need to name or classify a rash. Instead, listen for what it feels like and observe what it looks like so you can recommend gentle support and refer appropriately.

‘‘Would you like help building a very gentle regimen focused on comfort and hydration?’’

‘‘If your skin has become more reactive recently, we can simplify everything and focus on barrier support.’’

‘‘If any area is painful, blistering, or worsening quickly, it’s best to check with your care team, and I can help you choose supportive products that feel comfortable.’’

Language that helps

Use: support, comfort, soothe, protect the barrier, sensitive, reactive, fragile.

Avoid: cure, treat, heal your condition, fix, medically safe for everyone.

A quick empathy line that builds trust: ‘‘That sounds uncomfortable. Thank you for telling me. We can keep this simple and gentle.’’

Ingredient knowledge that builds confidence

When skin is affected by treatment, think ‘barrier-first’. The most helpful ingredient families are those that support hydration, reduce discomfort, and reinforce the skin barrier.

Ceramides Hyaluronic acid and glycerin

Support the barrier and reduce moisture loss

Hydration support, especially for tightness and dryness

Niacinamide: Panthenol (Vitamin B5), madecassoside

Shea butter and other emollients:

Thermal spring water:

Supports barrier function and visible redness comfort

Commonly used in soothing, comfort-focused formulas

Comfort and softness for rough, dry skin

Often positioned for soothing support for sensitive skin

The barrier-first regimen

A consistent regimen is one of the most helpful ways to support comfort. Many clients do better with fewer steps and fewer triggers.

Step 1

Cleanse gently

Goal: cleanse without stripping

• Use lukewarm water

• Use a gentle, fragrance-free cleanser

• Pat dry, do not rub

Step 2

Moisturize often and generously

Goal: comfort, barrier support, reduce tightness and itch

• Apply moisturizer right after cleansing

• Reapply as needed, especially on tight or flaky areas

• Choose fragrance-free, low-irritant textures

Step 3

Protect from sun exposure

Goal: prevent irritation and reduce the risk of long-term discoloration

• Encourage shade, protective clothing, and hats

• Recommend broad-spectrum sunscreen when appropriate, especially for sun-exposed areas

• If the skin is open, weeping, or very irritated, advise the client to follow their care team’s direction before applying sunscreen directly on that area

La Roche-Posay recommendations for common needs

These product suggestions are designed to be flexible based on client needs and comfort levels. Encourage clients to confirm product use with their oncology team when needed, especially if the skin is actively inflamed, broken, or weeping. All products recommended are tested on patients undergoing treatment.

Cleanse

Lipikar Huile Lavante AP+

Lipikar Syndet AP+

Toleriane Dermo-Cleanser

(gentle cleansing oil for face and body)

(soap-free cleanser)

(very gentle face cleanse and makeup removal)

Beauty Advisor coaching: lukewarm water, soft hands, no scrubbing cloths, pat dry.

Moisturize and soothe

Lipikar Baume AP+Max

Toleriane Dermallergo Crème

Thermal Spring Water

(lipid-replenishing balm for very dry, reactive skin)

(comfort-focused facial moisturizer for sensitive skin)

(soothing spray, then gently blot)

Targeted comfort for dry, irritated patches

Cicaplast Baume B5 (barrier comfort balm)

Sun protection

During treatment and up to one year after, weakened skin can be especially sun sensitive.

Support clients with broad-spectrum UVA/UVB protection (often SPF 50+), plus shade and protective clothing.

Recommend a La Roche-Posay Anthelios SPF 50+ option that suits the client’s skin and comfort preferences. Tinted options can be helpful for clients concerned about discolouration.

If a client is receiving radiotherapy, education and gentle regimen matter. For daily care, clients commonly advised to cleanse moisturize regularly, avoid and protect from sun exposure.

Practical note: If a client asks timing skincare on an irradiated before an appointment, advise follow their care team’s instructions, timing guidance can vary by skin status.

Beauty Advisor safety note: if the treated area is open, weeping, or very irritated, advise the client to follow their care team’s direction before applying sunscreen directly on that area.

support radiotherapy, regimen support clients are cleanse gently, avoid friction, exposure. asks about irradiated area advise them to instructions, since by center and by

note:

Do’s and don’ts for treatment-affected skin

DO

Do simplify regimens, fewer steps, fewer triggers

Do recommend fragrance-free, low-irritant formulas

Do moisturize more often than usual, especially after washing

Do encourage sun avoidance and protection, clothing, shade, plus SPF as appropriate

Do ask ‘feel’ questions: ‘‘Is it itchy, stinging, hot, tight?’’

Do refer out when symptoms sound severe: pain, blistering, peeling, weeping, fever, mucous membrane involvement, rapid spread

DON’T

Don’t recommend peels, scrubs, or aggressive exfoliation on reactive skin

Don’t default to acne actives (benzoyl peroxide, strong retinoids, high acid routines) for treatment-related eruptions

Don’t suggest topical antibiotics unless a clinician has recommended them

Don’t pressure a purchase, offer options and let the client decide

Don’t promise outcomes, focus on comfort and barrier support

Red flags, when to pause and refer

Encourage the client to contact their healthcare team promptly if they mention:

Fever

Blistering, peeling, or skin that looks like it’s lifting

Significant pain

Weeping, bleeding, signs of infection

Mouth, eye, or intimatearea irritation

A rash that spreads quickly or feels severe

A simple skin care regimen you can build at the counter

AM

Gentle cleanse

Moisturize

SPF and protective clothing, as appropriate

PM

Gentle cleanse

Moisturize

Comfort balm on dry patches, if needed

When a client is going through a lot, a simple skin care regimen and consistency can be powerful.

Look Good Feel Better, a key referral and resource

Look Good Feel Better (LGFB) offers free in-person and online workshops that help address the emotional and appearancerelated side effects of cancer treatment, including practical skincare and confidence support. Their website is also an excellent resource with articles, tips, blogs and videos.

How to refer a client to LGFB

You can say:

‘‘Look Good Feel Better offers free workshops that share supportive skincare and makeup techniques for people going through treatment. Many clients find it comforting and empowering. If you’d like, I can show you where to register.’’

Resources for Beauty Advisors

LGFB is also a valuable learning resource for Beauty Advisors who want to build confidence supporting clients impacted by treatment-related changes, and for those interested in giving back through volunteer opportunities.

EDITORIAL NOTE

This article is educational and intended to support Beauty Advisors in providing cosmetic, comfort-focused guidance. Beauty Advisors should encourage clients to consult their oncology team, pharmacist, or dermatologist for medical advice, especially when symptoms are severe, painful, spreading, or involve broken skin.

Reference: Canadian Skin Management in Oncology (CaSMO) clinical algorithm overview.

Consult First, Recommend Second

By Mickey Tortorelli

How to navigate complex skin conversations with confidence

Clients often arrive with a quick request, but the most helpful recommendations start with a better understanding of what is driving the concern. When you pause to explore the ‘why’ first, you can identify what the skin truly needs, recommend more accurately, and help clients feel confident in their skin regimen.

Below are five common concerns, ordered from most common to less common, with what to look for, what clients often say, and ingredients typically used to improve each concern.

1

Dryness, dehydration, barrier stress

You may see: flaking, tightness, rough patches, dull tone, and makeup that looks patchy.

They might say:

‘‘My skin feels tight’’

‘‘It looks dull’’

‘‘Everything stings’’

Go-to ingredients: glycerin, hyaluronic acid, ceramides, squalane, panthenol, niacinamide, colloidal oatmeal.

2

Breakouts and clogged pores

You may see: blackheads, whiteheads, inflamed bumps, shine, texture, post-breakout marks.

They might say:

‘‘I’m breaking out but still feel dry’’

‘‘My pores look bigger’’

Go-to ingredients: salicylic acid (BHA), azelaic acid, sulfur, retinoids (retinol or adapalene), niacinamide, gentle clay.

3

Sensitivity

redness

You may see: flushing, reactive warmth, visible

They might

‘‘My cheeks burn’’

‘‘I turn red easily’’

‘‘I react to products’’

Go-to ingredients: azelaic acid, allantoin, centella, plus fragrance-free, formulas.

Sensitivity and see: reactive patches, stinging, visible tiny vessels.

say: burn’’ easily’’ products’’ ingredients: niacinamide, panthenol, centella, colloidal oatmeal, fragrance-free, barrier-support

4

Dark spots and uneven tone

You may see: lingering marks, sun spots, patchiness, uneven brightness.

They might say: ‘‘These spots won’t fade’ ‘‘My tone looks uneven’’

Go-to ingredients: vitamin C, niacinamide, tranexamic acid, alpha arbutin, licorice extract, azelaic acid, retinoids, plus daily broad-spectrum SPF.

5

Fine lines and loss of firmness

You may see: creasing, texture changes, laxity, makeup settling into lines.

They might say: ‘‘My skin looks tired’’ ‘‘My lines look deeper’’ ‘‘I want glow and firmness’’

Go-to ingredients: retinoids, peptides, vitamin C, AHAs, ceramides, antioxidants, broad-spectrum SPF.

The Consultative Conversation

Before you recommend ingredients, take a moment to understand what might be driving the concern. Redness and sensitivity, for example, can be triggered by a compromised barrier, over-exfoliation, retinoid overuse, fragrance, harsh cleansers, hot showers, stress, or a recent change in makeup or professional treatments.

They can also be connected to health conditions or medical treatments that affect the skin, such as new prescriptions, dermatology treatments, or changes in overall health.

Start with a few open-ended questions that uncover context:

‘‘When did you first notice the change, and what was different around that time, stress, travel, new products, treatments, or medications?’’

‘‘Walk me through your morning and night skin regimen, including exfoliants, retinoids, masks, and any spot treatments.’’

‘‘What does your skin feel like during the day, tight, itchy, oily, warm, or stinging?’’

‘‘Is there anything that makes it worse, heat, exercise, fragrance, or certain makeup?’’

‘‘What is your top priority today, comfort, clearer pores, more even tone, or smoothing lines?’’

Close with Confidence

Confirm one priority, recommend a simple skin regimen, introduce one hero active at a time, if needed, and set expectations for a four-week check-in. If a client mentions a medical condition or treatment impacting their skin, keep the regimen gentle and encourage them to check in with their healthcare provider for condition-specific guidance.

When you identify the likely ‘‘why,’’ you can recommend more accurately, avoid irritation, and help the client feel cared for.

The best recommendations do not start with a product, they start with the right questions.

Key Takeaways

Lead with the ‘‘why.’’

The same symptom can have different causes, and your questions uncover the real driver.

Match ingredients to skin condition, not just the concern.

Barrier status and sensitivity level should guide whether actives are appropriate.

Keep it simple for better results.

One priority, one hero active if needed, and a clear followup plan builds trust and consistency.

Want to feel more confident navigating complex skin conversations?

The RBCP® 2.0 Skin Care Course equips Beauty Advisors with the science, ingredient knowledge, and consultation structure needed to assess concerns accurately and recommend with clarity.

Take a quick look at the RBCP® 2.0 Skin Care Course preview video here.

When you understand the ‘‘why,’” your recommendations become more intentional and more trusted.

The Sounds of Science

At NEOSTRATA we believe in relentlessly pursuing scientific discovery to uncover precise, proven pathways to optimally renew skin.

Embedded in dermatological expertise for over 50+ years, we don’t just claim ‘‘science’”we substantiate it with real results that our customers can see and feel.

There is no point in innovation if education for the customer is not done with ease. Tying the two together gives your customer a reason to believe and the element of trust that they deserve. Keeping things simple matters but helping your customer to understand how a product can solve their skincare dilemmas is mandatory! NEOSTRATA brings proven science to daily results and best of all it is easy to discuss.

Every ingredient is intentional and every formulation solves a problem. When customers are struggling with dryness, irritation, fragility and sensitivity, NEOSTRATA is there to rescue and restore the delicate skin barrier leaving the skin to feel soothed and supple.

RESTORE collection

Our new PHA Barrier Recovery cream in our RESTORE collection is a decadent moisturizer that strengthens delicate skin from the inside out. This thoughtful formulation is rich with 12% Polyhydroxy Acids (PHAs) to gently exfoliate the rough and chapped skin, as it helps attract and bind moisture. In addition, it keeps the pH of the skin low and perfectly functioning to maintain a healthy microbiome creating a better environment for a thriving moisture barrier. This means immediately the skin feels soothed and comforted as it works.

Then we added 5% Petrolatum to create an occlusive barrier shield to lock in moisture and added .1% Hyaluronic Acid to plump the skin. This balmy cream can be used as a daily moisturizer and is a great follow-up after superficial aesthetic treatments as a post procedure treatment cream.

In just one use, the PHA Barrier Recovery Cream showed:

84% increased hydration

*Percentage of participants displaying improvement

**Compared to recovery with no treatment

***Study based on tape stripped skin

6xs

Quicker skin barrier recovery in 1 week*

NEOSTRATA’S PHA Barrier

Recovery Cream where skin finds shelter and comfort meets resiliency!

Formulated without fragrance, synthetic dyes, parabens, silicones, phthalates, no added sulfates, no added drying alcohols.

Learn more about NEOSTRATA® innovations, training, and product education by visiting the NEOSTRATA Training Hub.

Selling Is a Conversation

By Mickey Tortorelli

How authentic communication builds trust and drives results

Selling in beauty has never been about having the perfect pitch. The best results come from something far simpler and far more human, a real conversation.

Clients do not walk up to the counter hoping to be ‘‘sold.’’ They come looking for guidance, reassurance, and a solution that feels right for them. Your job is not to convince, it is to understand, then recommend with confidence.

Great selling begins with listening, not pitching. That means starting with questions that invite an honest answer, not questions that steer someone toward a product. Try, ‘‘What are you hoping this will do for you?’’ or ‘‘What have you tried before?’’ Then pause. Give the client room to speak, and listen for what matters most. Is it dryness, sensitivity, coverage, time, budget, confidence, or a special event?

When a client feels heard, they relax. When they relax, they share more. That is where the real work begins.

Natural language creates comfort and trust. Clients can sense when a Beauty Advisor is reading a script or repeating brand phrasing that does not sound like them. You do not need to abandon product knowledge, you simply need to translate it.

Instead of ‘‘This has barrier-supporting lipids and peptides,’” try, ‘‘This helps strengthen your skin so it feels calmer and less reactive.’’ Instead of ‘‘It’s long-wear with transfer resistance,’’ try, ‘‘It stays put, even through the day, and won’t rub off easily.’’ When your words feel familiar, clients feel safe asking questions. When they feel safe, they lean in.

Conversations that feel genuine lead to stronger outcomes because they reduce pressure. Pressure creates resistance, and resistance shuts down the sale. Guidance does the opposite.

Summarize what you heard, confirm it, then make a clear recommendation. ‘‘So you want something that looks natural, lasts through your shift, and feels comfortable on your skin, right? I have two options that match that.’’ Offer a choice, explain the difference in plain language, and connect it back to their goal.

The most confident Beauty Advisors don’t rely on ‘‘closing lines.’’ They earn the yes by building trust. When you listen first, speak naturally, and recommend with care, selling becomes what it should be, a service. And service is what turns a single purchase into a loyal client, stronger results, and a reputation that grows week after week.

Listen first. Speak like yourself. Recommend with confidence, and trust will do the rest.

Key Takeaways

Lead with questions, then pause.

The more a client shares, the easier it is to recommend the right solution.

Translate product knowledge into everyday language.

Clear, natural wording builds comfort and confidence.

Guide, don’t pressure.

Confirm what you heard, offer two options, and connect the recommendation back to the client’s goal.

From Innovation

to Everyday Essential

Education is the foundation that turns innovation into meaningful client experiences.

When product benefits are clearly understood, when technology is thoughtfully explained, and when purpose leads the conversation, newness becomes more than a trend, it becomes value. This philosophy comes to life with the introduction of the Jumbo size of Clear Sunscreen Stick SPF 50+ from Shiseido.

A cult favourite, the Clear Sunscreen Stick SPF 50+ has redefined daily sun protection through its invisible, weightless formula and effortless application.

Designed with SynchroShield™ technology, its protective veil is strengthened by heat, water, and perspiration, adapting to real-life conditions, while also self-repairing and smoothing when the UV layer becomes thinned from skin movement or smudging. The transparent finish leaves no white cast and glides smoothly over skin and makeup, making reapplication seamless throughout the day.

Formulated with an Algae Complex and Hyaluronic Acid, the stick not only delivers powerful broad-spectrum SPF 50+ protection but also supports skin hydration. With continued use, it visibly improves the look of fine lines and the appearance of lost plumpness and smoothness in as little as four weeks.

The new Jumbo format builds on this trusted innovation, offering extended use and enhanced convenience without compromising performance. It reinforces a key truth: effective SPF is not just about protection, but about practicality. When a formula is easy to apply, portable, and invisible on all skin tones, consistent use naturally follows.

When a formula is easy to apply, portable, and invisible on all skin tones, consistent use naturally follows.

In a landscape where launches are constant, understanding is what creates distinction. By placing education at the center of every launch, innovation becomes more than a moment. It becomes a trusted, everyday essential, designed not only to impress, but to perform. Newness alone captures attention. Knowledge sustains it.

Dear beauty expert,

We invite you to explore ‘‘Discover SHISEIDO’” and sign up to become a member. It only takes 6 steps!

Instructions to register:

1. Click here to begin

To gain access, use these credentials:

2. Username: discover.ca-en

3. Password: DCE-Jkw3

4. Click on “YES” to register

To create your profile:

5. Fill in the registration form

6. Check your email for a link to log in again

Cher spécialistes beauté

Nous vous inviton à découvrir «Discover ShiSeido» et à vous inscrire pour devenir membre. Cela ne prend que 6 étapes!

Instructions pour l’inscription:

1. Cliquez ici pour commencer

Pour obtenir l’accès, utilisez ces informations d’identification:

2. Nom d’utilisateur: discover.ca-fr

3. Mot de passe: DCF-KwPx

4. Cliquez sur «OUI»

Pour créer votre profil:

5. Remplir le formulaire d’inscription

6. Vérifiez votre e-mail pour obtenir un lien qui vous permettra de vous reconnecter

Service Clients Remember

By Mickey Tortorelli

Small moments that turn transactions into relationships

In beauty retail, clients may not remember the exact words you used, but they will remember how you made them feel. In a busy store, elevated service is not about long consultations or perfect routines, it is about small moments of presence that create trust. A warm tone, a thoughtful suggestion, and a simple follow-up can turn a quick transaction into a relationship.

Presence is the first service signal.

When a client approaches, make eye contact, offer a genuine welcome, and give them your full attention for even ten seconds. If you are with someone else, acknowledge them: ‘‘Hi there, I’ll be right with you’” That small moment tells the client they matter, and it prevents them from feeling like they are interrupting.

Tone matters just as much as product knowledge. Clients often arrive uncertain, overwhelmed, or rushed. A calm, confident tone helps them settle. Instead of launching into features, guide them with clarity. “Tell me what you’re looking for today,” or ‘‘What do you want this product to do for you?’’ Then recommend only what fits. When clients feel you are curating, not pushing, they feel safe to say yes.

Samples are one of the most memorable forms of service when they are thoughtful and usable. The difference is in how you choose them and how you explain them. A client buying foundation might love a sample of the primer that improves wear, plus a mini setting spray for touch-ups.

A client purchasing a retinol might need a barriersupporting moisturizer sample to reduce dryness, and a gentle cleanser sample to keep the routine balanced. Handing over samples without context can feel random. Instead, make it personal: ‘‘Try this primer on one side tomorrow so you can feel the difference,’” or ‘‘Use this moisturizer on the nights you use the retinol, it will help your skin stay comfortable.’’

Follow-up is what elevates service from helpful to unforgettable, and it does not have to be complicated. If your store allows it, invite them back with a specific next step: “After you’ve tried the sample twice, come back and tell me how it felt, I can choose a more suitable sample or suggest a better-fit option if needed.” If you see them again, remember one detail: ‘‘How did that serum feel on your skin this week?’”That recognition is loyalty-building.

Consistency is the quiet power behind great service. Clients return to the advisor who is steady, prepared, and caring, even when the interaction is brief. Small moments, repeated well, create the kind of service clients remember, and the relationships that keep them coming back.

Key Takeaways

Be fully present in small moments.

Eye contact, a warm welcome, and a quick acknowledgment build immediate trust.

Make samples purposeful.

Choose samples that support the client’s goal, and explain exactly how and when to use them.

Create a simple follow-up path.

Invite the client back with a clear next step, and remember one detail that shows you care.

A client may forget the product details, but they won’t forget feeling seen, supported, and cared for.

Retail Success Stories

By Mickey Tortorelli

Why This Editorial Matters

Behind every exceptional beauty experience is a team of skilled professionals whose knowledge, collaboration, and care bring brands to life at the counter.

Retail Success Stories was created to recognize and celebrate the Beauty Advisors, Cosmetic Managers, and retail teams who are elevating the customer experience and driving meaningful results in today’s beauty landscape. This editorial goes beyond performance metrics to highlight the real strategies, leadership approaches, and daily practices that make a difference on the sales floor.

In an industry that is constantly evolving, retail teams are navigating increasing complexity. From expanded product assortments and derm skincare integration to digital engagement and rising customer expectations, success today requires more than product knowledge alone. It requires leadership, teamwork, adaptability, and a deep commitment to education.

Through Retail Success Stories, BE Magazine aims to spotlight real examples of excellence from stores across Canada. By sharing how teams are strengthening client loyalty, developing skills, collaborating with vendors, and building positive cultures, this editorial offers inspiration and practical ideas that can be applied in any retail environment.

This feature sets the foundation for an ongoing series that honours the people behind the counter and the leadership guiding them, while empowering the broader beauty-retail community to learn, grow, and succeed together.

Small Town, Strong Standards

Where Clients Become Community

At Shoppers Drug Mart, # 972 in Alliston, Ontario, Gina Adamson and her beauty team prove that warm relationships and high standards can thrive together. With simple routines, daily learning, and genuine client care, they turn community trust into consistent results.

Cosmetic Manager, Gina Adamson leads with heart, consistency, and a people-first approach built over 34 years in beauty retail. In a close-knit community where clients are neighbours and lifelong regulars, Gina and her team are known for warm service, strong standards, and operational excellence that shows up every day on the floor.

Education is treated as a daily discipline, supported by vendor partnerships, easy-access training, and real-time coaching that turns learning into confident client conversations. The result is a department that feels energetic, organized, and deeply connected to the community it serves.

‘‘In a small community, our clients are more than customers, they are neighbours, friends, and families I’ve served for generations.’’

— Gina Admason, Cosmetic Manager

Gina Adamson Leading With Heart, Delivering With Consistency

After 34 years in cosmetics, what has stayed consistent in your leadership approach, and what has evolved as retail and client expectations have changed?

After 34 years in cosmetics at Shoppers Drug Mart, my leadership foundation has always been leading with heart and placing people first. In a small community, our clients are more than customers, they are neighbours, friends, and families I’ve served for generations.

While expectations have evolved with technology and trends, my commitment stays the same, I empower my team through continuous learning and build a culture of trust, care, and confidence. That is what drives our success naturally.

How do you build a department culture that balances warmth and relationships with strong accountability and high standards?

Building culture starts with respect and leading by example. In our Beauty department, we create a welcoming, supportive environment where team members feel valued, and clients feel genuinely cared for. Consistency builds trust and credibility, we celebrate birthdays, accomplishments, retirements, and themed events across departments. Those moments strengthen relationships while keeping our standards high.

I am so proud of my team, we have been COSA Team Award finalists in previous years. It’s a

blessing to work with such a talented group of Beauty Advisors who stay positive and professional, even when pressure is on. They are loyal, dedicated, and confident in what they do every day. I’m excited to continue building on that success with this award-winning team.

Your team is known for strong operational results. What are the key routines you rely on weekly to keep merchandising, execution, and store standards consistently on point?

Strong execution comes down to disciplined daily and weekly routines. I prioritize communication, checklists, and consistent follow-up on merchandising and store standards.I also assign tasks based on each team member’s strengths, then we review goals, walk the department, and address opportunities together. Operational excellence is built through small, consistent actions and shared responsibility.

Education is clearly a priority at SDM 972. How do you turn training into consistent behaviour on the floor, and what routines help you make sure the learning actually shows up in client experience and results?

We prioritize education by taking time to review key learnings together as a team. With vendor support in-store, we stay current and reinforce new information in real time. I keep education visible and easy by printing emails that include

Gina Adamson, Cosmetic Manager

Shoppers Drug Mart, #972

Alliston,

ON

training details and QR codes, so Beauty Advisors can quickly sign up and attend. When we stay consistent with this routine, we see it show up in client confidence and results.

What routines help your team consistently deliver an elevated client experience, even during peak traffic, limited staffing, or competing priorities?

An elevated client experience comes from preparation and a calm, focused mindset. We start each shift knowing our priorities and roles, so we can serve with confidence, not chaos. We communicate throughout the day, step in for one another, and acknowledge every customer with patience no matter how busy it gets. Clients remember how they felt, not how rushed we were.

How do you maintain strong product knowledge across categories, and what are your best practices for helping Beauty Advisors build confidence quickly?

Strong product knowledge starts with making learning fun and rewarding. I schedule in-store training with brand reps, we review key brands together and share insights. During training, we encourage open discussion, which helps Beauty Advisors build confidence with newness and launches. More learning leads to more confidence.

How do you support each team member’s growth while still maintaining team performance and daily execution?

I support growth by knowing each person’s strengths and giving opportunities that match what they enjoy, such as leading a category like shade matching or product knowledge.

At the same time, I keep expectations clear, so everyone knows their daily goals and what needs to be completed each shift. I coach on the floor in the moment, so learning happens while performance stays strong. That balance helps the team grow and execute.

Your team drives vendor events with outreach and engagement. What is your approach to planning, promoting, and executing events that feel personal and deliver results?

I start by setting clear goals and assigning roles, so everyone knows how they can contribute. I focus on personalized outreach, emailing clients through Beauty Now, inviting regulars, and promoting on our socials to build excitement. We tailor recommendations to each client’s preferences, so events feel personal and special. During the event, I stay hands-on to support selling, keep energy high, and deliver a great experience with strong results.

What does success look like beyond numbers, and what behaviors or signals tell you your team culture and client loyalty are strong?

Success in a small community goes far beyond numbers. Customers ask for advisors by name and return for our service for years, some for more than 20 years. They trust us with important moments in their lives because of the genuine relationships we’ve built. That loyalty, pride, and consistent energy tells me our culture is strong.

What advice would you share with other Cosmetic Managers who want to build a highperforming team with strong standards, strong energy, and long-term client trust?

It starts with the environment you create, warm, welcoming, and positive, where every client is greeted with genuine energy. Keep your team upbeat, organized, and working together to exceed expectations while building real relationships. Lead with enthusiasm and compassion, and keep things creative and fun while staying focused on targets. When people feel supported and proud of what they do, strong standards and trust follow.

‘‘Customers test us daily with real questions, and that’s what makes the learning stick.’’

— Beauty Advisor

Beauty Advisor Perspectives

Dianne Pascoe

What is one habit you consistently use to build trust quickly with a client, and how do you personalize recommendations in a way that feels genuine?

One habit I consistently use to build trust quickly is intentional, active listening. I give clients space to explain their concerns, then reflect back what I’ve heard so they feel understood. I personalize recommendations based on lifestyle, comfort with routine, and past product experiences, for example, simplified regimens for busy clients, or gentle, fragrance-free options for sensitive skin. Clients can feel when advice is tailored, not generic, and that builds long-term trust.

What is one thing you do to keep your area clientready and event-ready, even on busy days, and why does it matter?

I prioritize keeping my area client-ready and event-ready throughout my shift. Even during peak hours, I take quick moments to restock key sellers, front-face products, and keep testers and displays clean. Strong visual standards influence client confidence and support sales. A wellmaintained space reflects pride and professionalism from the moment a client approaches.

Chantel Slowski

Share an example of how your team supports one another during a busy shift or a big initiative, and how that improves the client experience.

Our SDM 972 cosmetics team supports one another by staying patient and watching for when someone needs help. If a teammate is overwhelmed, we step in, share the workload, and offer quick advice or a fresh perspective. We’ve built genuine connections and truly feel like family. Our customers can feel that positive energy at the counter, especially on busy days.

How does your team stay on top of all the vendor education and training available to you, and what do you do to make sure it truly sticks on the floor?

We stay on top of vendor education by signing up for training and showing up consistently, it’s something Gina encourages all the time. We especially value in-person training with brand reps because it’s more personable and easier to absorb. The learning sticks because customers test us daily with real questions, which pushes us to apply knowledge in the moment. That mix of formal training and real-world practice keeps our advice accurate and helpful.

Emel Guven

Retail standards and trends shift often. What helps you stay adaptable, and what does your team do that makes change feel manageable?

Beauty trends shift quickly, especially with viral products and seasonal launches. I stay adaptable by following trends on TikTok and Instagram, watching brand pages, and paying attention to what clients are asking for in-store. That helps me anticipate demand before a product even hits our shelves. As a team, we communicate during shift changes about what’s selling fast, client preferences, and current promotions, which makes change feel manageable.

Walk us through your go-to consultation flow, the first 2 to 3 questions you ask, and how that guides your recommendations.

My consultation flow starts with understanding the client’s skin type and primary concern. The first questions I ask are, “What’s your skin type?”, “What are you hoping to improve?”, and “What are you currently using?” Their answers guide whether I focus on hydration, acne, anti-aging, barrier repair, or oil control. For example, if someone with oily, acne-prone skin is overusing strong actives, I’ll simplify their routine with a gentle cleanser, a lightweight non-comedogenic moisturizer, and one targeted treatment to reduce irritation while still treating breakouts.

Stella Bonanno

In a small but mighty store, what do you do to make clients feel cared for and excited to return?

It begins with a warm welcome and a genuine smile when clients enter Shoppers Drug Mart. We listen carefully, then offer knowledgeable recommendations so each client feels appreciated and excited to return. We take time to connect through past purchases and real conversation. That makes every visit feel personal, recognized, and valued.

What role do you typically play in vendor events, and what have you learned about turning event energy into long-term loyalty?

During vendor events, we invite clients through Beauty Now on our iPad, then book appointments to keep the day flowing. On the floor, we work together with enthusiasm, highlight newness through displays and focus tables, and encourage clients to try products through demos. We recommend options based on individual needs, so the event feels customized. The follow-up builds loyalty, we send thank you cards, set future bookings, and stay connected so clients feel remembered beyond the event.

Beauty Advisors Best Practices

Inspired by the Shoppers Drug Mart, #972, Alliston, Ontario team.

Lead with active listening

Personalize routines to the client’s life

Reflect back what you heard before recommending.

Simplify for busy clients, adjust for sensitivities.

Keep your space clientready all day

Support each other in the moment

Quick restocks, clean testers, front-facing product.

Step in when a teammate is overwhelmed.

Make training a habit

Let real client questions sharpen your knowledge

Track trends where clients discover them

Use shift-change communication

Show up consistently, especially in-person with brand reps.

Apply learning immediately on the floor.

Social platforms plus in-store listening.

Share what’s selling, what clients want, what’s new.

Create a destination feeling Follow up after events

‘‘Clients can feel when advice is tailored, not generic, and that builds long-term trust.’’

Warm welcome, genuine conversation, remember past purchases.

Thank you notes, future bookings, stay connected beyond the day.

How to Submit Your Retail Success Story

An Invitation to the Beauty Community

BE Magazine welcomes retail teams from across Canada to share their success stories.

If your store or team is implementing smart strategies, fostering a strong culture, delivering exceptional customer experiences, or achieving meaningful results, we want to hear from you.

Submission Process

1

Tell Us Your Story

Submit a short written overview describing your store, team, leadership approach, and what makes your success unique. This can include customer experience initiatives, education strategies, vendor collaboration, community engagement, or team development.

Highlight the People

2

3

Include the names and roles of key team members, including the Cosmetic Manager and Beauty Advisors you would like to feature.

Share Visuals

Provide high-quality photos that capture your team, instore environment, events, or activations. Images should reflect your culture and energy.

4

5

Be Open to Q and A

Selected submissions will be invited to participate in a brief interview so we can capture the practical ideas and insights behind your success.

Submit to BE Magazine

Submissions can be sent to contact@beauteschool.com

Our editorial team will review all entries and select features based on alignment with BE’s educational mission.

What Happens Next

Selected Retail Success Stories will be professionally curated and featured in BE Magazine, reaching thousands of Beauty Advisors, Cosmetic Managers, and beauty industry leaders across Canada.

Each story is crafted to educate, inspire, and provide actionable insights for the broader community.

By Mickey Tortorelli

the Skin Harmony 101:

Understanding the Microbiome 101:

What every Beauty Advisor should understand, and how to explain it to clients

The skin microbiome is not a trend, it is a practical way to understand why some clients’ skin looks calm and resilient while others feel stuck in a cycle of sensitivity, dryness, breakouts, or redness.

In simple terms, the microbiome is the community of microorganisms that naturally live on the surface of the skin.

Think of it as skin’s built-in support system. When it is balanced, it helps support the skin barrier, improves comfort, and strengthens resilience against everyday triggers like weather shifts, stress, over exfoliation, and aggressive cleansing.

Here is the key message for consultations: healthy skin is not sterile skin. Many clients have been taught that ‘‘clean’’ means stripping, scrubbing, or using strong actives daily.

That approach can disrupt the microbiome and weaken the barrier. On the floor, you may hear it as, ‘‘My skin feels tight after cleansing,’’ ‘‘Everything stings,’’ ‘‘I keep breaking out even though I’m using strong products,’’ or ‘‘My skin is suddenly sensitive.’’

A simple storytelling technique can make this easy to explain. Use the ‘‘Garden and Fence’’ analogy.

The fence is the skin barrier, it helps keep hydration in and irritants out.

The garden is the microbiome, it is the living layer that supports balance and resilience.

You can say, ‘‘Think of your skin barrier like a fence, and your microbiome like the garden it protects. If we keep powerwashing the fence and scraping at it every day, it starts to weaken.

When we use gentle care, the fence stays strong and the garden stays healthy. When both are supported, your skin becomes calmer and more predictable.’’

From there, guide the consultation with a simple plan. Start by listening for triggers and patterns: tightness after cleansing, stinging with products, frequent flare-ups, sudden sensitivity, or a routine packed with exfoliants and actives.

If the client checks any of those boxes, connect the dots in a way that feels reassuring, not clinical: ‘‘That can be a sign your barrier and microbiome need support. When we strengthen the foundation first, everything you use works better.’’

Then recommend a two-week ‘‘calm and rebuild’’ routine: a gentle cleanser, a barrier-supporting moisturizer, and daily SPF.

Once the skin feels steady again, introduce treatment products slowly, one at a time. This protects skin comfort and makes results easier to track, because the client can clearly see what helps and what triggers.

1

2

For sensitive, reactive, or ‘‘everything stings’’ skin

‘‘This sounds like your skin’s foundation needs a reset. When the barrier is stressed, skin can feel tight, stingy, and reactive. Let’s calm things down for two weeks with a gentle cleanser, a barrier-supporting moisturizer, and daily SPF. Once your skin feels steady again, we can add targeted products slowly.’’

3

For acne-prone clients who want to ‘‘dry it out’’

‘‘I know it feels like the goal is to kill everything and dry out the skin, but healthy skin isn’t sterile, it’s balanced. Your microbiome helps keep things stable. If the barrier gets stripped, skin can rebound with more oil and more irritation. Let’s clean gently, support the barrier, then choose a targeted acne treatment that works without over stripping.’’

For clients using lots of actives and changing products often

‘‘Your routine has a lot of strong steps, which can be effective, but too many changes at once can disrupt your skin’s balance. I’d like to simplify your routine so your skin gets predictable again. Then we will reintroduce one active at a time so we can see what truly helps.’’

4

For post-treatment skin or seasonal irritation

‘‘After treatments or during weather changes, skin can be more vulnerable. This is when microbiome-friendly care matters most. We focus on comfort first, gentle cleanse, moisturize, SPF, then we bring back treatment steps once your skin feels calm and strong.’’

When Beauty Advisors normalize this language, clients feel understood and supported, not corrected. They also become more open to consistency, and that is where real skin progress happens.

Key Takeaways

The microbiome is a natural ecosystem that supports skin comfort, barrier strength, and resilience.

Balance matters more than eliminating bacteria, stripping routines often lead to sensitivity and flare-ups.

Microbiome-smart consultations start with gentle basics, then introduce actives slowly and strategically.

Client-friendly line to remember:

‘‘Healthy skin isn’t sterile, it’s balanced. Let’s support your skin’s ecosystem so it can stay calm and strong.’’

Spring Reset for Skin

Helping customers transition their routines with intention

By Glenda Raketti

I remember when I lived in an extremely cold climateYellowknife, NWT. The winters there were long and dark, and the air was bitterly cold, biting at my skin and sucking away every bit of moisture. My winter skin routine was based on repair and protection with rich emollients to lock in a reserve of what little moisture I was able to put back into my skin.

When spring hit with sunnier days and milder temperatures, my skin care needed to change too. The layered winter routine felt suffocating and a little slippery. It doesn’t take an extreme climate to trigger these sensations and the need to update the skin care routine.

Even though I am not in an extreme climate anymore, I still need to make adjustments each season. Canadian seasons are a wild ride, and proper skin care can help make the transitions a lot easier.

Why Reset?

The skins’ needs shift as temperatures rise and daylight lingers. The hydration levels change, sensitivity can increase, and textures that once felt comforting may suddenly feel heavy or unnecessary. For beauty advisors, this seasonal transition is an opportunity to guide your customers through why their skin feels different and how to respond with intention.

Spring is an ideal time to help your customers simplify and rebalance their skin care routine. Protective winter layering may contain routines crowded with products that no longer serve the skin’s current state.

What to Reset

A thoughtful spring reset focuses on editing rather than adding - lightening textures, reassessing exfoliation habits, and reinforcing barrier support as skin adapts to environmental change. These adjustments don’t need to be dramatic to be effective; in fact, subtle changes grounded in education often deliver the most meaningful results. Make sure each product makes sense for your customer’s skin right now.

Cleanser

Winter cleansers may be too rich or heavy for spring. Consider lighter textures that cleanse effectively without stripping as oil and humidity increase.

Toner / Essence

In a humid climate, consider a toner that helps with shine control, even if only applied to the T-Zone area.

Exfoliator

Reduce frequency and intensity; winter-weakened skin often benefits from gentler exfoliation that supports healthy turnover without irritation.

Serum

Reassess layering as spring skin may need fewer heavy treatments and more focus on hydration, antioxidants, and calming support.

Moisturizer

Swap dense creams for lighter emulsions or gel-creams that maintain hydration without feeling occlusive as temperatures rise.

Facial Oil

Evaluate necessity. Oils used for winter protection may be reduced or reserved for targeted use rather than daily application.

Sunscreen

Increase daily consistency and reassess texture preference, as higher sun exposure makes a lightweight, comfortable SPF essential.

Eye Care

Winter eye creams may feel too rich; consider lighter hydrators that address puffiness and hydration without heaviness.

Masks

Transition from intensive repair masks to balancing, hydrating, or calming options that support skin’s adjustment to seasonal change.

Spot Treatments / Actives

Reevaluate strength and placement, especially as sun exposure increases and skin becomes more reactive in spring.

Lip Care

Move from heavy occlusive balms to conditioning treatments that maintain hydration without constant reapplication.

Body care

Exfoliants and moisturizers are key as we start to show a little skin. Some customers may even want to add a little glow with a self tanning lotion.

Foundations

Although technically makeup, so many of today’s foundations support skin care needs too. Lighter textures, or even a matte finish, might be necessary with the seasonal changes.

The Human Connection

In the age of AI where you can ask the great void for recommendations, why is your role important? It’s the relief of a real, human connection. Your expertise and experience cannot be replicated by artificial intelligence, and your warmth and service make a customer feel connected to you, helping to build loyalty.

When you take the time to explain seasonal shifts, such as how humidity affects oil production, customers feel understood and cared for. Education transforms routine changes into informed decisions, building confidence and trust rather than confusion or overwhelm.

So, how can you launch this conversation with intention? Start with observation and curiosity, which frames it as an interaction, not a transaction. This is where trust is built, and the goal is to make the conversation feel relevant, natural, and helpful.

‘‘Have you noticed your skin feeling a little different lately?’’

‘‘A lot of people find their winter routine stops working around this time of year. Has that been true for you?’’

‘‘Spring is usually when skin starts asking for lighter textures. Can I ask how your current routine is feeling?’’

‘‘Before we look at anything new, do you mind if we do a quick seasonal check-in on your routine?’’

Natural ‘Trigger” Events

This conversation does not need to happen simply because of a calendar date. Watch for moments where a skin care reset conversation would feel timely and welcomed.

Customer Feedback or Complaints

‘‘My moisturizer feels heavy now.’’

‘‘I’m breaking out more.’’

‘‘My skin feels tight but also oily.’’

‘‘Nothing feels quite right anymore.’’

Repurchasing a Core Product

When a customer is purchasing a regular product, this positions reassessment as an added value, not a disruption.

New Launch Curiosity

When customers ask about something new, you can subtly reinforce newness with knowledge.

Skin Changes Due to Lifestyle

Beauty Advisor cue: ‘‘Seasonal changes can impact hydration and sensitivity, and this is usually when we reassess routines.’’

Beauty Advisor cue: ‘‘That’s a really common spring transition sign. Let’s look at whether your routine still matches your skin’s needs.’’

Beauty Advisor cue: ‘‘Before you repurchase, can I quickly check if this still suits your skin for spring?’’

Beauty Advisor cue: ‘‘Newness is exciting, but it works best when it fits your current routine. Let’s make sure your routine is set first.’’

Beauty Advisor cue: ‘‘Lifestyle shifts can affect skin just as much as the weather. Would you like to do a quick reset check?’’

Spring innovation is exciting, but it’s knowledge that brings it to life.

By anchoring newness in education, beauty advisors help customers achieve healthier skin now while setting the foundation for long-term results. This approach strengthens relationships and reinforces the beauty advisor’s role as a trusted guide through every season of change.

Want to Learn More?

Explore the Skin Care course in the Retail Beauty Advisor Certification Program® 2.0 to help you elevate your in-store customer experience. This course will give you the tools to assess skin types, identify concerns, and recommend the right products, all while engaging customers in meaningful, educational conversations.

This course is about more than just skin care. It’s about mastering retail-ready confidence. Whether recommending a full routine or addressing a specific concern, you’ll be prepared to turn every customer interaction into an opportunity to drive sales and build lasting relationships.

Take a quick look at the RBCP® 2.0 Skin Care Course preview video here.

Key Takeaways

Look for events that may trigger the conversation.

Start by editing before adding.

Look to balance, not change everything.

Bring the human connectionmake someone’s day with some kindness.

‘‘What do I need to let go of, and what is in my greatest good’’.

By Alexandra Duz (She/Her) MA, Registered Psychotherapist duzalexandra@gmail.com

Letting Go to Grow

Spring is in the air as I write this article, and I am inspired to reflect on the seeds I’ve quietly planted over the course of the winter months, seeds that are almost ready to be nurtured, in body, spirit, and mind.

When we consider this season and all it represents, purposeful new beginnings, action, and growth, we must first have a vision, an intention for where we want to channel our energy and why.

When I think of rebirth and renewal, I am pulled back in time to reflect on where we find the motivation and courage to begin again. I consider transformation and rebirth in my own life, and I am always brought back to an initial stirring of longing. Longing to actualize something so authentic to myself that calls from deep inside of me.

Whether it’s being drawn towards a particular training to advance my career, a hobby I’ve visualized myself doing for years, or personal goals for health and wellness, a part of me has always known, on a cellular level, that if I learned how to channel my energy, focus, and attention, these opportunities for growth would fall into place.

Before transformation can take place, we may need to peel back the many layers of conditioning that create barriers to becoming the people we were always meant to be. Quieting the noise that gets in the way of us hearing our heart’s subtle call is not easy work. We must first shed the layers of lessons, beliefs, and expectations our society, culture, families, and ourselves have placed upon our shoulders.

We cannot transform without letting go, without shedding what no longer serves, and at times, a deep sense of loss and grief. As we step into this new cycle, we may firstly consider what we need to let go of in order to make space and free up energy to redirect towards a more purposeful life.

The word transformation suggests being in an ongoing state of flux. The way I see it, growth requires a symbiotic dance between letting go and intentional change. Practices that require self-awareness and effort on a daily basis. As you consider your own desire for growth, I invite you to meditate by reflecting on the following:

‘‘What do I need to let go of, and what is in my greatest good’’.

As you sit, direct this question to your intellectual self (mind), emotional self (heart), and intuitive self (gut), see what these different parts of you have to say.

Try not to rush a response, but overtime, notice if a response comes. Once it does, consider how you can begin taking action. Remembering, transformation and rebirth are ongoing experiences that require compassion, softness, and the courageous willingness to always begin again.

Why the Beauty Industry Learns with BeauteSchool

By Mickey Tortorelli

Award winning education, industry expertise, and a learning experience unlike any other.

The beauty industry is unlike any other. It moves quickly, evolves constantly, and demands education that is relevant, flexible, and results driven. That is why beauty brands need more than a learning management system. They need a partner who understands beauty education from the inside out.

At BeauteSchool, we do not just deliver learning. We design beauty education experiences that inspire, engage, and perform. Our Learning Management System was built specifically for the beauty industry, shaped by decades of hands on experience and refined through partnerships with the most respected beauty brands in Canada.

Why Brands Need the BeauteSchool LMS

Beauty Advisors learn differently. They are visual, hands on, and time constrained. Traditional training methods simply do not work in today’s retail environment.

The BeauteSchool LMS meets learners where they are, offering flexible, on demand education that supports every learning style. From micro-learning and eLearning modules to live webinars, blended learning, and performance tracking, our platform delivers education in ways beauty professionals can actually absorb and apply.

Our partners choose BeauteSchool because we understand the realities of the sales floor and design education that drives confidence, connection, and results.

Five Reasons Brands Partner with BeauteSchool

1

Unmatched Beauty Industry Expertise

No one knows the beauty industry and beauty education better than we do. Our team brings decades of experience in retail, brand training, and professional education, ensuring content is relevant, credible, and immediately actionable.

2

Learning Designed for Every Style

Our LMS supports every type of learning imaginable. Micro learning, eLearning, blended programs, live learning, quizzes, evaluations, and resource libraries all live in one seamless ecosystem.

3

Industry Leading Micro-Learning

We work closely with our partner brands to design the most effective micro-learning in the industry. Short, focused, and impactful modules allow learners to build knowledge without feeling overwhelmed.

4

Data Driven and Measurable Results

Our platform delivers dependable reporting, trackability, and learner insights. Brands can clearly measure engagement, completion rates, and learning impact, turning education into a strategic business tool.

5

Award Winning Best Practices

BeauteSchool stands behind proven, award-winning best practices in beauty education. Our approach has been recognized by leading industry organizations and continues to set the standard for excellence.

What Our Partners Are Saying

‘‘BeauteSchool has been our trusted partner for online training at a time when virtual learning became essential rather than optional. Their deep expertise in the beauty industry, combined with an intuitive and innovative LMS platform, has significantly enhanced both the learner experience and confidence. The engaging, vibrant learning environment they consistently deliver makes education not only accessible, but truly enjoyable. Thank you, BeauteSchool, for transforming learning into a creative, measurable, and impactful journey.’’

Patricia Clare, National Training Manager Canada, NEOSTRATA®

‘‘Our partnership with BeauteSchool enabled us to achieve our training goals through an interactive, engaging online learning platform. The team is extremely knowledgeable, professional, and available throughout the entire process. The platform is easy to navigate and the reporting tools allow learners to track their progress seamlessly.’’

Ash Kumar, Vice President Marketing and Brand Management

‘‘We worked with BeauteSchool to ensure our Beauty Consultants receive product knowledge and service techniques when and how they want to learn. We have reached thousands of Beauty Consultants and are very pleased with the engagement and results. Our collaboration with BeauteSchool was recognized with a Gold Award of Excellence for blended learning.’’

Elaine Shigeishi, Vice President Sales and Marketing, Shiseido Canada

There Is No One Else Like Us

BeauteSchool is not a generic LMS provider. We are beauty educators, strategists, and partners. We collaborate closely with brands to design education that reflects their identity, supports their goals, and delivers real world impact.

There is truly no one else in the industry doing what we do, the way we do it.

If your brand is looking for a learning platform that understands beauty, delivers measurable results, and elevates education beyond the basics, the BeauteSchool LMS is the solution.

Discover how BeauteSchool partners with brands to design powerful, award winning beauty education experiences. Contact mickeytortorelli@beauteschool. com to learn more.

NEW:

BE Magazine

Beauty Brand Training & Education Directory

Introducing the NEW Beauty Brand Training & Education Directory, created to make learning easier to access, faster to find, and more useful on the sales floor. Beauty Advisors and Cosmetic Managers are expected to stay current across dozens of brands, new formulas, new techniques, and evolving client needs, yet training is often scattered across multiple platforms, emails, and portals.

This directory brings it all together in one place, so you can quickly find the right brand education when you need it, revisit it when you want to refresh, and build knowledge that shows up in confident consultations.

Our goal is simple: to help the beauty community access trusted training and education when it matters most, supporting stronger client experiences, more consistent coaching, and results that come from real product understanding, not guesswork.

This directory will become a regular feature in BE Magazine. With each issue, we will continue to expand it, adding more brand training portals and education partners so you always know where to grow your knowledge.

BRAND Jouviance

La Roche-Posay

Marcelle

NEOSTRATA®

Oncology Commitment with La Roche Posay

RBCP 2.0

Shiseido Cosmetics

Stila Cosmetics

St.Tropez

Watier

TRAINING/EDUCATION PORTAL

Jouviance Connect

My L’Oreal Academy

Groupe Marcelle Education

NEOSTRATA Training Hub

My L’Oreal Academy

BeauteSchool Education

Shiseido

ACI Brands Learning

ACI Brands Learning

Groupe Marcelle Education

Vendor brands who would like to be included in this directory are invited to connect with us, we would love to share participation details and feature your education offerings in an easy-to-find format for the beauty community.

WithLove