Macy’s reaches out to “Women of Color”

Seeking to reach out to women of all shades, Macy’s department store next month will host the the second annual “Women of Color’’ Beauty Event at the Aventura Mall.

The April 5 event will feature celebrity makeup artist and author Sam Fine, whose client list includes Mary J. Blige, Vanessa Williams, Naomi Campbell, Iman, Aretha Franklin and Sanaa Lathan.

Fine said he hopes to educate women of all ethnicities on how to find products best suited for them. He will lead two presentations showing customers how to use colors and shades that best complement their complexions.

Fine’s presentations will start at 1 and 3:30 p.m. during the all-day event.

“Most cosmetic lines are not geared for women of color,’’ said Fine, a Chicago native who got his start working behind the makeup counters of department stores. “We’re letting customers know that it’s okay to  shop four different lines [of cosmetics] to find the colors specifically for them.’’

Fine,  who recently wrote the book Fine Beauty: Beauty Basics and Beyond for African-American Women, serves as the first African-American spokesperson for Revlon and Covergirl Cosmetics. His work has also appeared on the covers and pages of Cosmopolitan,  Harper's Bazaar, Essence, Vibe and Marie Claire.

“I add a voice of reality to speak for so many women of color,’’ he said of his role as spokesman for the cosmetic lines. “I want to empower the consumer so that they feel included.’’ 

At the event, beauty experts from several different makeup lines will be available to provide professional consultations. They will give customers advice and recommend products so users can find the right shades for foundation, lips, eyes and cheeks.

Makeup brands that will be represented at the event will include Lancome, Clinique, Estee Lauder, Prescriptives, Chanel, Fashion Fair,  Elizabeth Arden, MAC, Shiseido, Clarins  and Dior.

Melissa Goff,  a spokeswoman for Macy’s Florida, said the event is the department store’s attempt to reach out to African-American, Hispanic and Asian women, along with every other ethnicity.

“As a national retailer that serves a diverse customer base,  our “Women of Color” event provides a service to our customers with unique needs based on their individual ethnicity,” Goff said. “We will have representatives from our cosmetics companies on hand to help each of our customers with one-on-one consultations to help all of our customers with their skin care and make-up needs.’’

Reservations for the event are available. The first 200 people to make a reservation will receive a complimentary gift bag with cosmetics and fragrance samples at the event.

DaniellaAird@Gmail.com

What: Macy's second annual “Women of Color” Beauty Event

When: Saturday, April 5 from 11 a.m. – 7 p.m.

Where: Macy's Fashion Store at Aventura, 19535 Biscayne Blvd. Miami, Fl. 33180

Cost: There is a $35 reservation fee, which can be applied toward any fragrance or cosmetic purchase during the event.

Contact: 305-682-3352