StyleMakers

Janell Geason

How Aveda’s makeup director turns trends into eye shadow.

Janell Geason
Photo by Stephanie Colgan
<p> <strong>Around the time</strong> you were warming up to matte red lips, circa 2011, Janell Geason was starting to feel green. As global artistic director of makeup for Aveda, it&rsquo;s Geason&rsquo;s job to capture the mood of each spring and fall and turn it into a limited-edition makeup collection. She&rsquo;s part trend forecaster, part artist, part sociologist, and a little bit psychic. Geason works two years ahead. She has to know the trends before they happen so she can come up with products that inspire Aveda&rsquo;s cutting-edge staff of makeup artists working at designer runway shows in New York and Paris while still connecting with consumers of all skin tones around the world.</p> <p> That&rsquo;s all.</p> <p> &ldquo;The changes are subtle from season to season but have to be different enough that you&rsquo;ll buy it,&rdquo; says Geason, a hairstylist turned makeup artist who spent a decade in Europe before returning home to Minnesota, where she worked at Juut SalonSpas before climbing the ranks within Blaine-based Aveda Corp.</p> <p> Currently immersed in the eyeliners and lip glosses of 2015, Geason is jumping back to the present to celebrate Aveda&rsquo;s Art of Nature makeup collection, which hits beauty counters this month. It includes coral lipstick and eye shadow in three shades of green&mdash;right on trend, to be sure, considering emerald green is the 2013 Pantone color of the year.</p> <p> &ldquo;It&rsquo;s nice to come back to it and think, &lsquo;Oh, I really like this!&rsquo; &rdquo; Of course, Geason benefits from industry color forecasting services, but it&rsquo;s not enough to know that green is going to be &ldquo;in.&rdquo;</p> <p> &ldquo;I&rsquo;ve got to figure out what that is&mdash; an eyeliner, an eye shadow? How would you actually wear it as a consumer?&rdquo; For 2013, Geason was thinking about seasons and the metamorphosis from winter browns and grays to the green of spring.</p> <p> &ldquo;Early spring is an unveiling of fresh light green, and the colors intensify as summer goes on,&rdquo; Geason says. The Hibiscus cheek stain is one of her favorite products in the 14-piece spring collection. &ldquo;It&rsquo;s the bomb,&rdquo; she says. &ldquo;It shows up on even the deepest skin tones.&rdquo; It was a hit on the runway at New York Fashion Week.</p> <p> Even so, when it&rsquo;s gone, it&rsquo;s gone. The point of the seasonal collections is to inspire new looks and prompt women to experiment with current trends.</p> <p> And why not try a green? &ldquo;The beauty with makeup,&rdquo; says Geason, &ldquo; is it washes off.&rdquo;</p> &mdash;A. K.<br /> <br /> <img alt="" src="/MSPMag/media/media/0213-Tips_6.jpg" style="border-width: 0px; border-style: solid; width: 320px; height: 250px; float: right; margin: auto 8px;" /> <h3> Geason&rsquo;s Makeup Tips and Tricks:</h3> <ul> <li> A hint of the trendy hue is enough. Rather than green eye shadow, try green eyeliner and keep everything else simple.</li> <li> Set eyeliner with eye shadow. It will last longer.</li> <li> Apply lip liner over lipstick for a matte finish.</li> <li> Adjust your blush as your color deepens throughout the summer. Try a bronzy coral for a spring glow.</li> </ul> <br /> <br /> <br /> <img alt="" src="/MSPMag/media/media/0213-Aveda_320.jpg" style="border-width: 0px; border-style: solid; width: 320px; height: 200px; float: right; margin: auto 8px;" /> <h3> The Aveda product Geason can&rsquo;t live without?</h3> Tourmaline Charged Hydrating Creme, $40. &ldquo;Makeup goes on easier when you have beautiful skin.&rdquo;<br /> <br /> <br /> <br /> <br />

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