THE SQUARE-FACE SHAPE
The square-face shape is characterized by a straight forehead and square jaw. It is longer than wide.

If you have a square-face shape, the ultimate goal is to minimize the square shape. With the use of corrective make-up application you can give your face an appearance of the oval face shape, which is known to be the perfect face shape.

When applying any cosmetics to your face it is always best to pull your hair away from it. By doing this it will enable you to see the true shape of your face and where you will need to do corrective contouring.
This will also help in preventing cosmetics from getting into the hair around your hairline.

A freshly cleansed and moisturized face is as important as applying the contouring.
Make sure to let your moisturizer completely dry before any cosmetics are applied to it.

MINERAL SHEER TINT
You should use your normal color foundation that you use daily. It is not usually necessary to change the foundation color for contouring.
I find it much easier to apply foundation with a cosmetic sponge, especially that pie shaped ones. These types of sponges have the corners that allow you to get into nooks and crannies.

THE PERFECT FACE
To begin your contouring, which is basically creating an outline of a irregular curvature or shape. Remember, you are going to give your square face the illusion of an oval one.

CREAM CONCEALERS
What cosmetics are best for contouring? You can use concealer,bronzers and different shades of foundation.
Cream concealers are easier to work with than foundation. You can apply it with a cosmetic brush and place it directly where it’s needed.

STRAIGHT LINES ON THE SQUARE FACE
Now that you have your foundation on and is blended nicely, take a look at your face and image an oval shape. Any area that is out of the oval shape is what you will be contouring.
Having straight lines along the forehead and straight lines in the jaw area are the lines you what to concentrate on softening, giving more of a rounded illusion.

CONTOUR THE FOUR CORNERS OF THE SQUARE FACE
Using darker contour shades will aid in receding and protruding bone structures.
Using lighter contour shades(highlighters)will bring out bone structure.
In using the darker contour your goal is to slenderize the face and offset it’s squareness.
To make this easier, focus on the four corners of the square-face shape.

Apply darker contour on both sides of the forehead and blend. Using a rounding motion creating a curve. Contour should be blend well enough so that a muddy look is not created. The contour should be subtle.

Using the lighter contour apply under eyes and a small amount on the middle part of the forehead. This will brighten the eyes and give a little more attention to the center part of the face.

OIL CONTROL PRESSED POWDER
The last and most important step of corrective contouring is to apply facial powder. You can use either pressed or loose. The powder sets the contour that you have applied to your face. I recommend an oil control powder to help eliminate any oil breakthrough. The powder gives a smooth finish and provides a good base for the rest of your cosmetics you will use later.

INNOVATIONS COSMETICS CORRECTIVE CONTOUR PACKAGE

PURCHASING CORRECTIVE CONTOURING COSMETICS SOMETIMES CAN BE COSTLY.
INNOVATIONS COSMETICS HAS A GREAT CORRECTIVE CONTOUR COSMETICS PACKAGE THAT IS VERY REASONABLE AND THE PRODUCTS ARE USER FRIENDLY AND OF HIGH QUALITY.
THE PACKAGE INCLUDES ALL THE COSMETICS THAT YOU WILL NEED FOR YOUR CORRECTIVE CONTOURING.

The lighting that you use to apply your cosmetics in should be determined by the type of light you will be seen in.
ex. ..DAYTIME OR EVENING so make the lighting as close as possible. There are 3 types of light source to consider: fluorescent,incandescent,halogen.

FLUORESCENT LIGHTING
Most work environments (offices) usually use florescent light source so you might want to take this into consideration when applying your cosmetics. Fluorescent lighting tend to be low in red light and high in green light. Because of the higher concentration of the green cast these lights give off you need to know if your skin tone has a tendency to be of an ash or olive tone. If this is the case, you will want to use some cosmetics with a warmer tone or even more red tonal value in them to counter act the green cast. Basic art tells us when looking at the color wheel, that red counteracts green and green counteracts red.

MAKE-UP MIRROR
If you know that you are going to be seen in daylight it is best if you apply your cosmetics in the natural daylight. Sitting close to a window that has the sun shinning through as in your kitchen or on the couch. Make sure however, that the sun is not to reflective that you have a difficult time seeing in the mirror that you are working with. A large make-mirror works great for this.

ELECTRICAL LIGHTED MIRROR
If your are going to be attending an event or activity after dark or in the evening hours than the best choice for applying your cosmetics would be to use an electrical light mirror. Electrical mirrors generally have adjustable light filters that shift the color of light which will cast an even flat light to match the light source of choice.
I consider the purchase of a lighted make-up mirror to be a good investment.

Remember that positioning, whether in natural lighting or electrical lighting makes a difference. If there is a cross light it can cause shadows to occur. Harsh shadows can cause you to see distortion which can cause you to have the an inability to see the proper details when your applying your cosmetics. The results being uneven application of your cosmetics.
My recommendation for those of you who do not have an electric mirror would be to position a lamp on either side of your mirror. This will allow for the same level of lighting to be on your face.

LEAVE THE ROBE AND ROLLERS BEHIND!!!
Did you ever notice how beautiful men are today? Thing are so different from when I was growing up. I grew up in the 70′s. Hip huggers,hippies,and a product that you could spray in your hair to make it not look dirty. I think it was could ssssssp,something like that. Thinking back, we women took care of ourselves, but not like we do today. If that’s not enough to think about, how about what men did to take care of themselves? Not much, brilcream and V05 was the extend of their primping. Boy, I’m aging myself. For those of you who have never heard of these products, ask your dad he’ll remember. Thanks to modern technology hair products are much better now. There was a time when convincing a man to wear hair products was a challenge. Now most men can’t live without them. Men in today’s society are really into how they look and looking good means feeling good. I think this is a good thing.
For years we females have gone the distance to look our best for our men, some of us to extremes.
Today I am hearing the words METRO SEXUAL. This is the new class of men of the millennium. I like it. But for some of us,the biker boys are where it’s at and that’s okay too. So for those of us who want our men to take advantage of what’s available to help enhance their appearance, we have to do one major thing, CHANGE OUR ATTITUDES!!!!

SIGMUND FREUD
How do we change our attitudes so that our men can be comfortable with cosmetics?
We just need to be more encouraging! We need to share some of our knowledge, and if you can’t, help him find a specialist who will assist him and lead him in the right direction.
Some of our manly men have this set idea that cosmetics are for gay men and if you wear them you must be gay. So not true!! Two words I use with my husband, (not what your thinking) they are “BRAD PITT”. Brad is beautiful, but guess what? He wears cosmetics. It’s just been recently that my husband has started wearing great smelling deodorant and cologne. He realized that even though he doesn’t like that stuff, I do!! Since he has been wearing it for me he’s been much happier. Anyway, it’s going to take some of your female sensitivity to help the man in your life do things for himself that will make you happy and him also. Men are usually leaders and not followers, but with gentle coaxing he will never know that he is being lead in another direction. Is this deceptive? No. It’s just a little reverse psychology that works well for us all.

FOOT BATH
How many times, as woman,do you look at another woman and have said “oh I wished I looked like her”. You can’t tell me that men are not envious of other good looking men. They just would never admit to it. Women wear green very well. (GREEN WITH ENVY)
A woman will see another woman and likes what she is wearing,or likes how she has her makeup done and we go home and try to copy it.
Can’t men do the same thing?
That’s where we can help.
Let him know gently that today’s man is are doing more things to enhance there looks. Use the word enhance and it will come off as if you like what he has, but it can only get better. Remember men are sensitive they just keep it hidden.
Men are getting manicures, pedicures, and yes even facials. Isn’t that great!!
Men have seen what we go through to be beautiful. Men see now that it’s not because we want to use all this stuff (as they say stuff)but they see that we need it. It helps hide and correct our imperfections.
The men need it too!!
Here’s something to try. When your putting a facial mask on instead of doing it alone have him do it with you. Both of you can look funny and feel better together.
Pamper him with his first manicure. Tell him how great his feet will feel with a pedicure especially after his long hard day of work.
Encourage Encourage Encourage.

PUT YOUR BEST FACE FOREWARD!!
So can your man be METRO SEXUAL? Yes, remember metro sexual is not a sexual identity or sexual preference. It is just this: a man who is meticulous about his appearance, fashion and is very well groomed.
So I say this, MEN PUT YOUR BEST FACE FORWARD!!

INNOVATIONS COSMETICS MINERAL SHEER TINT AND CONCEALER This is the metro age.
There are more men than not who are fashionable,use teeth whiteners and style their hair. And yes, the big one wear make-up. I hate to say it, but it is true, that even men deep down are just as insecure about their looks as women. So here is how we can help them out.
Start them out with a concealer and foundation.
Let them know how not only will it smooth their complexion and hide imperfections, but also protect them from the raging environment.
ENCOURAGE ENCOURAGE ENCOURAGE! Tell them how awesome (not pretty)they look. People will notice a difference, but they will never no the secret.

THE HEART-SHAPED FACE

THE HEART SHAPED FACE. The heart shape face has width at the cheek and eye area with a narrow to pointy chin and sometimes a high forehead.

If you have a heart-shaped face, the ultimate goal is to minimize the heart shape. With the use of corrective make-up application you can easily give your face an appearance of the oval face shape, which is known to be the perfect face shape.

CLOTH HAIR BAND
When applying any cosmetics to your face it is always best to have your hair pulled away from it. This will allow you to see your exact shape and where you need to place your cosmetics. Remember your lighting is very important too. I find using a cloth hair band will pull your hair back nicely and also protect it from getting any cosmetics in the hairline.

CONCEALER
It is always best to start out with a freshly cleansed and moisturized face before applying any cosmetics to it. Allow moisturizer to completely dry before applying your foundation.

THE OVAL FACE SHAPE
What is contouring? It is to create an outline of a curving or irregular shape. So for heart-shaped faces what you want to do with contouring is to give the illusion of the oval face.

WHAT COSMETICS DO YOU USE FOR CONTOURING? You can use concealer, bronzer and different color foundations.
Once you have used your normal foundation, you are going to want to look at your face and image an oval shape. Anything that is outside that oval shape is what you will be contouring.

Using darker contour shades will aid in receding any protruding bone structure.
Using lighter contour shades(highlighters)will bring out bone structure.

The heart-shaped face has width in the forehead so with a darker contour you want to reduce the temple area by the use of a darker contour giving an illusion of the oval shape.

The heart-shaped face also has width in the cheek area, we want to lessen that by applying contour to the cheek area nearest the hairline.
This will give the illusion of a thinner cheek line.
Using your cosmetic sponge you will blend in the darker contour to the hairline.

Concealers and Contouring cream
Next you will want to add depth to the chin area since the heart-shaped face has a narrow chin.

Using a lighter concealer, you will place a small amount on the chin length wise, blending it in with your cosmetic sponge.
This will broaden the chin and give the illusion of width.

A light concealer can be used under the eyes and on the forehead.
You can also highlight just above the cheekbones to draw more attention to the center of the face.

OIL CONTROL PRESSED POWDER
The last and most important step of corrective contouring is to apply powder. You can use either pressed or loose. Using powder sets the contour that you have applied to your face. I recommend an oil free to help eliminate any oil breakthrough. By setting the contour the powder will also give a smooth finish for the application of the rest of your cosmetics.

TWO SETS OF FAMOUS LIPS
WHEN YOU THINK ABOUT LIPS, WHAT IS THE FIRST IMAGE THAT COMES TO YOUR MIND?
I HAVE TWO, LUCILLE BALL AND MICK JAGGER.
LUCY COULD MAKE SO MANY FACIAL EXPRESSIONS INVOLVING HER LIPS AND MICK JAGGER IS KNOWN FOR HIS LIPS BECAUSE OF HIS FACIAL EXPRESSIONS.
THERE ARE MANY COSMETIC TRICKS THAT CAN MAKE YOU LIPS FAMOUS TOO.

CLEOPATRA AND HER LIP COLOR
I think a little background on lipstick and lip color will amaze you in how far technology has brought us.
Women have been wearing lip color for over 5000 years. One way they colored their lips was to crush semi-precious jewels and put them on their lips.

Cleopatra had her lip color made from crushed carmine beetles which gave a deep red pigment.
Lipsticks with shimmering effects were made with a substance found in fish scales called pearlescence.

QUEEN ELIZABETH 1st and WOMEN OF WWII
In the 16Th century during the reign of Queen Elizabeth 1 lip color became popular. She made piercing black lips and yellow faces a fashion statement.
During WWII women began to “put their faces on” lip color grew even more popular due to the movie industry.

DIFFERENT FORMS OF LIP COLOR
Now that you have a little history on lip color, let me bring you back to the now. There are many forms of lip colors on the market today. There is even permanent lip color by tattoo. For some that might be an extreme measure but for others not. For me I couldn’t imagine not being able to change the color of my lips when I wanted to, so tattooing is not an option for me.
What types of lip color is available for us today?
Lipstick, Lip gloss, Lip liner.

LIPSTICK-a cosmetic product containing pigment,oils,waxes and emollients that applies color and texture to lips.

LIP LINER- a cosmetic product intended to fill uneven areas on the outer edges before or after applying lipstick. Lip liners are usually in pencil form.

LIP GLOSS- a cosmetic product used primarily to give lips a shiny touch and sometimes subtle color. It is usually in a liquid form or a soft solid but do not confuse it with lip balm. Lip gloss can be clear, translucent, and come in a variety of shades including frosted, glitter or metallic.

LIQUID LUSTRE
There are so many choices of lipsticks with many different purposes.

MATTE LIPSTICK- Also known as long-wearing. These lip colors have an ingredient in them called kaolin which is a derived from kaolinite. Kaolinite is a mineral with a chemical composition. Using kaolin in lip colors cause the staying power of the color. This mineral tends to be drying to the lips.

SHEER LIPSTICKS- These lip colors tend to have a low pigment concentration and are transparent. They are more moisturizing but wear off fairly fast.

CREAM OR MOISTURIZING LIPSTICKS- These lip colors contain conditioning agents such as Shea butter. Shea nut butter is a slightly yellowish or ivory-colored natural fat extracted from fruit of the Shea tree by crushing and boiling it. Shea butter is widely used in cosmetics as an emollient or moisturizer. It is also a anti-inflammatory agent.
Because of the moisturizers in these lip colors, they wear off easily, but are great if you have dry lips.

STAINING LIP COLORS- Lip stains have a high staying power, depending on the amount of stain in them. Using staining lip colors on dry or peeling lips will give an uneven lip color. Use a lip gloss over the stain to give the lips a moisturizing look.

GLOSS AND HIGH GLOSS- These gloss reflect a lot of light which in turn will give your lips a fuller look. They can be worn alone or over a lip color.

MINERAL SHEER TINT

APPLYING YOUR LIP COLOR:
1. APPLY A SMALL AMOUNT OF FOUNDATION TO YOUR LIPS THIS WILL SOFTEN AND SMOOTH THEM. THE FOUNDATION WILL ALSO FILL IN ANY LINES AND ALLOW THE LIP COLOR TO STAY ON LONGER

LIP LINER PENCIL
2. SELECT A LIP LINER THAT IS EITHER NEUTRAL OR IN THE SAME COLOR FAMILY AS YOU CHOICE OF LIP COLOR. LIP LINER IS APPLIED USUALLY BEFORE THE LIP COLOR. A LIP LINER IS USED TO DEFINE YOUR NATURAL LIP LINE. A DARKER SHADE OF LINER IS REALLY NOT RECOMMENDED FOR THE FACT THAT IF YOUR LIP COLOR DOES FADE, ALL YOU WILL SEE IS YOUR LIP LINER COLOR THAT OUTLINES YOUR LIPS.

3. ALWAYS MAKE SURE THAT YOUR LIP PENCIL IS NICELY SHARPENED. A DULL PENCIL WILL NOT PERFORM VERY WELL AND YOU WILL NOT BE ABLE TO SUCCESSFULLY LINE THE NATURAL LIP LINE. AFTER YOU SHARPEN THE PENCIL YOU SHOULD TO THE TIP AND WIPE IT ON A TISSUE, JUST TO LESSEN THE POINT.

CENTER OF UPPER LIP TO CORNER
4. YOU ARE GOING TO STRETCH THE LIPS WITH YOU INDEX FINGER AND YOUR MIDDLE FINGER. BY DOING THIS IT HELPS TO SMOOTH THE LIP TISSUE AND ALLOWS FOR YOU TO SEE THE NATURAL LINE OF YOUR LIPS. STARTING AT THE CENTER OF THE UPPER LIP,YOU WILL BEGIN TO GENTLY SLIDE THE PENCIL ON THE OUTLINE AT THE MIDDLE AND MOVE TO THE OUTER CORNER. IT HELPS IF YOU MOVE IS OPEN A LITTLE WHILE WORKING ON THE UPPER LIP.

5. REPEAT OTHER SIDE OF UPPER LIP.STARTING
AT THE CENTER OF THE UPPER LIP,YOU WILL BEGIN TO GENTLY SLIDE THE PENCIL ON THE OUTLINE AT THE MIDDLE AND MOVE TO THE OUTER CORNER.

LINED LIPS
6. BOTTOM LIP LINER IS APPLIED FROM ONE CORNER TO OTHER. LEAVING JUST A LITTLE AREA AWAY FROM INSIDE CORNER.

7. THE TOP AND BOTTOM LINES OF THE LIPS SHOULD NOT MEET.
IF YOU HAVE LINED THE LIPS AND THE LINE ITSELF IS TO THICK OR TWO WIDE YOU CAN BLEND IT WITH A LIP BRUSH TO MAKE CORRECTIONS.
YOU MAY ALSO BLOT WITH A TISSUE.

LIP BRUSH AND LIPSTICK
8. APPLYING THE LIP COLOR.
MOST LIPSTICKS OR LIP COLOR COMES IN THE TUBE FORM. INSTEAD OF DIRECTLY APPLYING THE LIP COLOR FROM THE TUBE, I RECOMMEND THAT YOU USE A LIP BRUSH. USING THE LIP BRUSH WILL AVOID YOU SMEARING THE LIP LINER. TAKE YOUR LIP BRUSH AND FILL IT WITH YOUR LIP COLOR BY RUNNING IT OVER THE LIP COLOR.

APPLYING LIP COLOR TO UPPER LIP WITH LIP BRUSH
9. STARTING AT THE CENTER OF THE TOP LIP, GENTLY GLIDE THE LIP BRUSH TO THE CORNER OF THE UPPER LIP WORKING THE LIP COLOR ONT0 THE LIP.
REPEAT TO THE OTHER SIDE.
FOR MORE INTENSE OR HEAVIER APPLICATION OF LIP COLOR YOU CAN APPLY MORE LIP COLOR IN THE SAME MANNER AS BEFORE.

APPLYING LIP COLOR TO LOWER LIP WITH LIP BRUSH
10. USING THE SAME METHOD AS FOR THE TOP LIP, FILL THE LIP BRUSH WITH YOUR LIP COLOR AND STARTING AT MIDDLE OF LOWER LIP BEGIN TO FILL IN THE LIP WITH THE LIP COLOR. MOVING FROM MIDDLE TO ONE CORNER AND THAN TO THE OTHER SIDE.
FOR MORE INTENSE OR HEAVIER APPLICATION OF LIP COLOR YOU CAN APPLY MORE LIP COLOR IN THE SAME MANNER AS BEFORE.

BLOTTING WITH A TISSUE
11. TO BLEND LIP COLOR TOGETHER, GENTLY ROLL YOUR LIPS.
IF YOU THINK YOU HAVE TO MUCH LIP COLOR ON THAN YOU CAN BLOT THE EXCESS OF WITH A TISSUE.

OIL CONTROL PRESSED POWDER
12. LAST THING YOU NEED TO DO, BUT VERY IMPORTANT. YOU WANT TO SET THE LIP LINER AND LIP COLOR.
USING A BLUSH BRUSH AND PRESSED POWDER WILL HELP YOU DO THIS.
TAKING YOU BLUSH BRUSH YOU WANT TO FILL JUST THE TIPS OF IT WITH YOUR PRESSED FACE POWDER.
GENTLY PLACE A TISSUE OVER YOUR LIPS, TAKE YOUR BLUSH BRUSH AND GENTLY DAB YOUR LIPS WITH THE END OF THE BRUSH. THE POWDER WILL GO THROUGH THE TISSUE BUT IT WILL NOT DRY OUT YOUR LIP COLOR.

LIQUID LUSTRE
13. APPLYING A LIP GLOSS.
YOUR SELECTION OF LIP GLOSS WITH BE DECIDED BY WHAT AFFECT YOU WANT TO ACHIEVE. FROSTED,METALLIC OR JUST A PLAIN SHINE.
WHAT EVER TYPE YOU CHOOSE, APPLYING IT MUST BE WITH A GENTLE SWIPE SO NOT TO MOVE LIP COLOR OFF LIP OR TO BLEND LIP LINER AND LIP COLOR TOGETHER.
NOW YOUR LIPS LOOK MARVELOUS DARLING!!!!

Remove all of your make-up. With a brush or comb pull hair entirely away from face. You can either use a headband, a hairband,or if your hair is short, wrap your head in a towel. What ever method you use to do this with the objective is to have your face free from your hair.

MEASURING THE LENGTH OF THE FACE TAKING THE MEASUREMENTS. Most likely you will be standing in front of your bathroom mirror while doing this. Make sure that you have your pen and paper available. You will need to write down what you measure.
You are going to start by measuring the length of your face.
Take the tape measure and as straight as possible hold it starting at the top of your forehead to the tip of your chin. On your paper label length and write down your measurement.

Next you will measure the widest part of your face. Usually this is along the top of the cheekbone. If you place your fingers on your cheeks you can feel the bone. With the tape measure place it next to your hairline directly across where you have felt your cheek bone. Keep the tape as straight as possible bring it across your face to the other side of your hairline. On your paper label width and write down your measurement.

Having those two measurements we now can determine what your face shape is.
OVAL,SQUARE,ROUND,HEART,OBLONG,TRIANGULAR,DIAMOND

THE OVAL FACE SHAPE THE OVAL FACE SHAPE. It’s considered to be the perfect face shape.
The oval face shape is equal to 1 1/2 times the width with forehead and jaw
the same width. Similar to the shape of an egg.

THE SQUARE FACE SHAPE THE SQUARE FACE SHAPE. The square face is as wide as it is long and has strong angles.

THE ROUND FACE SHAPE THE ROUND FACE SHAPE. The round face is as wide as it is long but has soften edges. The width is 2/3 or more of the length.

THE HEART SHAPED FACE THE HEART SHAPED FACE. The heart shape face has width at the cheek and eye area with a narrow to pointy chin and sometimes a high forehead.

THE OBLONG SHAPED FACE. The oblong shape face is as long as it is wide and has straight sides.
THE TRIANGULAR SHAPED FACE. The triangular face is narrow at the forehead and wide at the jaw line.
THE DIAMOND SHAPED FACE. The diamond shaped face has a narrow forehead and narrow chin and is wide at the cheeks.

Before selecting the proper shade you must consider what your skin type is. Oily,dry, or combination? Knowing your skin type will aid you in the correct formula selection that is perfect for your skin type.
For those that are of the oily skin type your selection of foundation should be one that is oil-free or a formula that helps control oil. For those that are of the dry skin type you might select a formula that is moisture enriched or a hydrating formula. For those of you that are combination skin type you tend to be more oily in the T-Zone of the face, I strongly recommend that you choose an oil free formula as to the moisture enriched, the oil free formulas still contain emollients and will aid in the dry area. Innovations Cosmetics has a mineral sheer tint that is excellent for all skin types.

Once you know you skin type you now can determine what shade is the correct selection for you skin tone. Foundations really should be a perfect match to your skin tone. Foundation is generally used to accentuate the positive and diminish the negative. All in all this can be accomplished and still have a natural look or appearance. Many of us make the common mistake of testing a foundation shade on the back of our hand by blending it into the skin. Most do not take into consideration that your skin on the back of your hand and your facial skin are completely different in texture and tone. That is why when you return home with your foundation and apply the foundation to your face it is not the same shade that it was when you put it on your hand in the store. It is very important that when sampling a shade of foundation that it be tested on the jawline so that you may also blend it down to the neck.

It is important that you be aware of your underlying tones in your skin. Some may notice more of an olive tone and some may notice more of a pink or red tone. Knowing this will help in selecting the exact shade of foundation for you. For those that have an olive cast or undertone you would select a shade that is a little more on the warmer side to help combat the olive. For those that have more of a redness to their tone stay closer to you neutral shades with a little bit of a yellow tone. With foundation you sometime may be able to get away with going a shade darker than your natural. But going to light may cause you to look to pale and washed out. Natural looking is really the best.

It is also very important to select your foundation with an SPF. A foundation doesn’t protect against the harmful rays of the sun alone.