Marcus Geeter, celebrity makeup artist

Teamwork, creative marketing draws repeat customers

By Collette Emery, My Salon Scoop writer

MERRILLVILLE—"Your image is your business," celebrity makeup artist Marcus Geeter recently told a crowd of more than 75 stylists, makeup artists, beauty consultants, and other small-business owners in the beauty industry who had gathered in Merrillville, Ind. to hear how to expand their entrepreneurial ventures.

The event called "An Evening of Beauty, Featuring Marcus Geeter" was created as a way for area industry professionals to network and gain invaluable insight on how to expand their businesses.

Part of expanding means presenting an image that is professional and thorough. To help facilitate that, the 30-year industry veteran stressed that professionals must know their markets and their target audiences. They must not be afraid to partner with other beauty professionals nor garner an online presence by using social networking.

As small-business owners, Geeter said it's important to join forces and expand the services they offer. For instance, those who have beauty salons can offer services for nails and makeup becoming essentially a one-stop beauty shop.

He also encouraged the entrepreneurs to think out the box and take their services to the people. Beauty parties are a big draw. Just like the Tupperware parties of old, Geeter said by creating an environment where you can offer makeovers then sell the makeup you use exposes you to potential clients.

But of all the areas he stressed were important for the beauty professionals to master, customer service is by far the number one area because customer satisfaction means repeat and expanded business.

As an example the Gary, Ind.-native mentioned some work he did with Laura Creavalle, an international female body builder, nutrition expert and author.

"When I first worked with Laura, I was responsible for changing her whole image," Geeter said. "Often female body builders come across as masculine, so I had to feminize her. I did her makeup, had her hair redone, and totally redid the way she appeared by softening everything. That was one client that I had that I really felt like I changed her style."

Makeup artist applies eye color to client

In the end, she walked away completely satisfied. And that, Geeter emphasized, is the real goal of what a makeup artist does.

This was exactly the message stylist Patricia Boyd, owner of Shear Creations Beauty Salon and Amir' Cosmetics in Gary, Ind., hoped her friend and former teacher would share with the Northwest Indiana audience. Boyd, a 28-year beauty professional, truly believes in creative networking.

Since people don't become successful alone, she encouraged business owners to "...connect with someone to build a team." Teamwork, she stressed, is the only way to succeed.

Being able to connect with other business owners was definitely a message tax preparer Talicia Murray of Gary, Ind. said was right on time. "This event was very necessary. It's important to market your business, network and get the word out about your services. In listening to Marcus Geeter, I learned how to put my best foot forward and market my business."

Beauty Is as Beauty Does

Following his own advice is what has given this internationally renowned beauty expert his staying power. He studied his craft in New York and Los Angeles. He has trained with Emmy Award-winning makeup artist Reggie Wells and worked closely with Ernest Collins, who now runs a photography studio in Paris, France.

Because of his excellence, Geeter was named one of the top 50 makeup artists in the country by Salon Sense magazine from 2004 to 2006. His client roster includes Halle Berry, Jennifer Hudson, Ringo Starr, Michael Jordan and Ryan Sandburg to name a few. His resume lists advertising accounts with Victoria's Secret, L'Oreal, Clairol, Pantene and many others.

Collette Emery and salon owner Patricia Boyd, pose with Marcus Geeter

Though Geeter has worked with some of the most influential people and businesses in the world, he still has a heart to connect with the community. Currently located in Chicago, Geeter volunteers at the Lawrence Hall Youth Services, a Chicago-based organization that helps at-risk children.

"Recently, I've been working more with women's shelters events. These women have come from very difficult times," Geeter said. "Just to go in and do their makeup makes them feel really special. It's wonderful just to give back to people, and build them up again, because they have been knocked down."

Geeter said he remembered giving a makeover to a particular teenage girl. When he finished, he handed her the mirror. Her reaction to her beauty was so profound that it almost brought tears to his eyes. Before that makeover, she had never seen her beauty.

Being able to help customers tap into their inner beauty is what stylist Toni Harris of Gary, Ind. said she's learned from Geeter.

"He inspired me to become a make up artist, and taught me about accentuating inner beauty by using make up as a tool," she said. "I had one customer that didn't wear makeup. Also, she was dealing with thyroid issues. I convinced her to let me do a makeover on her, and her life completely changed, even her marriage."

Working with him, Harris stressed, has truly sharpened her skills.

In the end, makeup is only a tool that can accentuate inner beauty. But for many women, being able to see the ultimate potential for their outer beauty often sparks an inner transformation. He likened the change to the makings of a great cake and makeup to the icing.

"It's important that the cake, the substance of what you are, is great," Geeter said. "Then put the pretty icing on the beautiful substance to make the cake delicious."

Collette Emery is a freelance writer in the Midwest

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