Workhorses Only, Edition #4

The argument for a 5-minute make-up routine

As a marketer, I know too much.

That’s why I started this weekly column, Workhorses Only. I studied brand building through my bachelor & masters degrees (NYU’s Stern, Emory’s Goizueta) and my time at Coca-Cola taught me the art of selling: how to convince consumers they need something other than water to survive, (they don’t). Now, I teach the techniques of effective brand building and conversion as a Professor of Marketing.

Despite knowing too much, I am absolutely a consumer. I love looking right for an occasion. I love feeling confident. But I want to achieve this efficiently, both from a time and money perspective. I never want to look at a closet and say “I have nothing to wear” or a make-up drawer full of unused items.

I’ve covered capsule wardrobe items, always giving you a HIGH and LOW version (staple items that are the absolute workhorses of your closet, making 10 different outfits work). I’ve also created outfit templates to make packing for work travel a breeze and highlighted capsule items for days in-office (not on zoom).

This week I wanted to venture into make-up.

There are many things I fight to make time for—heck, things I plan my entire life around—like Thursday afternoon mahjong or Sunday tennis matches. But, my make-up routine? I have a five, three and one-minute version. That’s all I’m willing to give away. I’ve been doing a no make-up look since before there was such a term. It’s me, just a little bit brighter. Make-up is one of those categories, though, where there are so many insecurities a marketer can prey on. Do you want bigger eyes, younger skin, smooth skin, dewy skin, bright lips, sexy lips…there’s no shortage of promises.

Beauty is a $100B industry in the US. From all the beauty items purchased, a significant portion goes unused. One data point I read stated that 75% of make-up expires before it is used. According to another research study, beauty consumers spend $1754/year. I am, no doubt, telling you something you’ve felt before: frustration at having been duped by either a promise or a belief you needed something and then said item went unused.

To remedy this, I have a make-up capsule. Of course I do! I buy the same products over and over. The benefits I’ve realized:

• I use up every last drop of what I buy - zero dollar waste, zero environmental waste

• Because I’m only restocking, I can usually buy everything on sale. I do a full-restock with Sephora’s annual sales. I timed this post with the sale so hoping you can save too!

• Zero impulse shopping from social media because my brain is closed on this subject matter. You cannot sell me.

• On average, women spend 15 minutes applying makeup. I spend 5 minutes or less. This gives me back 61 hours a year. One reason why I have time for hobbies :)

The cons:

• If a product comes out that makes me look 10 years younger, I’m not going to find out about it. (But, I don’t believe this sales message so I’m not losing much sleep over it).

5-Minute Make-Up Routine

If I’m going to be in the classroom, recording video content, being interviewed, public speaking on a stage, then this is my product mix:

Start with moisturizer of your choice. I use this drug-store one after having used many that are 4x the cost.

Priming Serum (Ilia): I don’t even see the point of putting on foundation without this primer. I can teach an 830am class and still have smooth skin for a 4pm content creation session. Without the primer, I get about 3-4 hours of coverage.

Foundation (Haus Labs): I didn’t start wearing foundation until I started my public life of videos & classroom and even now I’m not a fan because it’s so time consuming to apply. But when I tried Haus, everything clicked into place.

Highlighter Stick (Ilia): 2 quick streaks and we are in and out. I do not have the energy or expertise to do more than my cheekbones. Other bronzers make me feel like I’m trying too hard. This one is idiot proof.

Foundation & Highlighter Application: Despite spending hundreds of dollars on brushes in the last 10 years, I don’t use anything besides a beauty blender. To me, it provides the smoothest, streak-free look.

Eyeliner (Sephora Collection): Black is too intense for me, this dark brown is perfect. It’s the Sephora in-house brand so during sales it’s 30% off.

Mascara (Too Faced): My mascara of choice. We’ve been together for as long as I can remember. Although, not to complicate things, but I won’t wear mascara without a primer under it (I always use this drugstore brand). I have long public facing days and mascara flaking or streaking triggers me.

Lipstick (Sephora Collection): This color is my lips but better (a raspberry-maroon-ish color). I stock-up during Sephora sales (again it’s 30% off). I have a tube in every purse I carry. It’s so moisturizing that I can more or less use it as my chapstick.

Finished result: 5-minute make-up

3-Minute Make-Up Routine

If it’s going to be a non-teaching day / non-recording day and I’m just in meetings then I simplify even more:

Start with moisturizer of your choice. I use this drug-store one.

Tinted Moisturizer (Laura Mercier): takes 30 seconds instead of 3 minutes and lets my skin breathe.

Highlighter Stick (Ilia): same from above, it goes on just as dummy proof on top of tinted moisturizer as it does on top of foundation

Mascara (Too Faced): my mascara of choice with primer on first

Lipstick (Sephora Collection): this color is my lips but better

Finished result: 3-minute make-up (less coverage, less eyes)

1-Minute Make-Up Routine

This is the I’m running to Target/ going to a soccer game / playing tennis.

SPF Supergoop: Gives me a layer to protect myself from the elements and takes 30 seconds to apply.

Mascara (Too Faced): My mascara of choice with primer on first. This primer is so good it keeps me streak-free through a tennis match.

Finished result: 1-minute make-up

Sephora’s annual sale is going on. I simply go through Workhorse list above. I needed a restock on 6 of my items. With the SAVEMORE discount I got 15% off the things I needed to buy. I will use every last drop. The sale ends April 14 so if you can, take advantage. I stand by all of the above products.

How to “Workhorse Only” Your Make-Up Routine

Step 1: Go through your make-up drawer and remove everything you don’t actually use. As painful as it is to see the waste, just put everything that doesn’t make you feel confident in a basket.

Step 2: I’m going to let you hold on to the basket, under the sink or somewhere out of the way. Take 30 days to see if you pull out anything from the basket. You won’t…but I’ll let you have a 30 day separation period.

See how I can’t let the brushes go…even though I don’t use them. I could get rid of half of this.

Step 3: What’s left are your Workhorses. Make your list. You might realize there’s a category that isn’t working for you. Kind of like how it took me a while to find a foundation that was smooth, a bronzer that was idiot proof and just the right shade of lipstick. For new items, let the influence come from a trusted place and once you find your Workhorse, put up your marketing shield.

I’m sharing all of this in hopes that you’ll shop smarter and feel more confident in yourself as a consumer and in how you show up.

Confidently yours,
Marina

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Workhorses Only: Clothing

• This lady jacket is the kind of item that has 10 years of longevity. Dress up with pants or elevate jeans & flats. The best part is the under $100 price with promo SPRING. Sharing this feels like a public service.

• This nap dress is perfect for all occasions Spring and Grad. The HIGH version in Green Apple is terrific. I bought the LOW version because I couldn’t justify the $150 difference. My reco is to splurge for the HIGH of the brown and go LOW for the green.

• There’s no better spring dress than this Tuckernuck one. It’s what I’m wearing in Green in the 3-minute make-up routine. Use YOURULE to get 20% off at T-nuck.

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