By Sophia Winston
Red is one of my favorite shades to wear — though if I’m being honest, I don’t reach for it every day. Between work, family, and everything in between, I usually keep things simple. But when I do wear red, I feel unstoppable.
That’s the thing about red — it’s not just a color. It’s a mood, a confidence booster, and a statement all in one. Finding the right red lipstick shade for any skin tone enhances more than just the outer appearance but mirrors the powerful individual inside.
When customers find the right red for their skin tone and personality, you can see the transformation happen right there at the counter. For beauty supply owners, that’s where the magic lies — in helping shoppers discover the shade that makes them feel powerful.
Here’s how you (and your team) can turn finding the perfect red into both a memorable experience and a smart sales strategy.
Red Is More Than a Color
Red isn’t just “bright” or “bold.” It’s classic, timeless, and universal — a color that can instantly make someone feel polished and put together.
When your employees understand that red is emotional as much as visual, they can connect better with customers. It’s not about selling lipstick; it’s about finding a shade that feels good to your customer.
Tip #1: Match the Mood — and the Undertone
The secret to finding a flattering red starts with undertones.
- Cool Undertones (pink, rosy, or bluish skin): Blue-based reds — think cherry, berry, or wine — pop beautifully.
- Warm Undertones (golden, olive, or yellow skin): Orange-based reds like coral, tomato, or brick are rich and radiant.
- Deeper Undertones: These customers who can wear almost any red — from scarlet to classic crimson.
Pro Tip: Keep a few mirrors and wipes by your lipstick display. Encourage customers to swatch and compare — it’s a small touch that builds trust and boosts sales.
Tip #2: Texture Talks
Once they’ve found the right tone, help them choose the finish that fits their lifestyle.
- Matte: Confident and bold — perfect for special occasions or statement looks.
- Cream or Satin: Moisturizing and wearable — ideal for everyday beauty.
- Gloss or Tint: Sheer, playful, and beginner-friendly — a great gateway red.
Ask simple questions like, “Do you like a full color or a soft tint?” It helps customers feel guided, not overwhelmed.
Tip #3: Think Beyond the Lip
Red shows up everywhere — and that’s your opportunity to cross-sell.
- Nails: Match lip and nail duos for a polished look.
- Hair: Suggest color-safe products for clients who embrace red hues.
- Accessories: Offer mini “pops of red” (liners, glosses, scrunchies) for those who love subtle touches.
It’s all about helping customers build a look, not just buy a product.
Tip #4: Design a “Red Edit” Display
Create a dedicated space in your store — a Red Edit — featuring all your top red products. Group them by undertone and include quick signage, like:
- “Cool & Classic”
- “Warm & Bold”
- “Universal Reds”
You can even add a small mirror and swatch area for customers to test shades. It turns your display into an interactive moment that invites conversation.
Tip #5: Make Red a Conversation
Encourage your staff to ask engaging, fun questions like:
“Do you want something everyday or statement-worthy?”
It creates instant connection and helps customers feel like they’re chatting with a friend, not being sold to.
You could even host a “Red Edit Weekend” with mini makeovers or photo moments for customers to show off their new shade on social media.
The Takeaway
When it comes to red, there’s no one-size-fits-all. The right shade brings out personality, boosts confidence, and keeps customers coming back.
By teaching your team to guide customers through undertones, finishes, and mood, you’re not just helping them find a product — you’re helping them find their power color. Because when it’s done right, red isn’t just worn. It’s owned.
