Donna Vincent, Merle Norman Cosmetics® Studio: Beauty for All Ages

“Experiment! Mix colors together and try new things!” urged Donna Vincent, a vibrant woman with twinkling eyes and a store full of gorgeous cosmetics and skincare just begging to be tried on. She glides a shimmering line of warm cocoa eyeliner on her inner wrist beside a rich brown to demonstrate the way the colors dance, accentuating one another. “See?” she smiled, turning her arm in the light.

This is a Merle Norman Cosmetics Studio, the franchise into which Donna and her daughter, Tammy, have lovingly poured their hearts for the past 23 years. Here, makeovers have evolved into hygienically sealed samples, gifts with purchase and personalized education about beauty and skincare. It’s where she teaches generations of customers her special makeup artist’s tricks to make it all easier.

Art of Makeup
Donna has enjoyed creating art since childhood and she says it fuels her to this day. “Painting, creativity, colors; it’s been a real blessing that colors are easy for me,” she said. At age 15 and a half she got a job at JCPenney in the gift-wrapping department. She loved it and was stunned when, only a few months later, they promoted her to the cosmetics department. “I was 16! But wow, I loved it!” she said, still flabbergasted that they saw a unique talent in her and gave her such a dream job.

Merle Norman Cosmetics franchisees are required to attend training courses and pass tests before they are allowed to open a studio. Donna gave one example of the knowledge she uses every day. “There are seven different face shapes and when you see makeup techniques online or in a magazine, you need to know which ones work for each face. So, we use that information and lots of other wonderful methods to ensure that our customers get the very best results.”

Donna keeps a mailing list to alert those customers to seasonal Gift-With-Purchase, or GWP, events that take place five times per year. “The Gift-With-Purchase bags are a highlight in part because they include about a month’s supply of the featured products so that you really know if you want to buy it or not rather than a tiny three-day sample,” she said. “We are already excited about March 1, when the new color collections will come out and the spring season’s GWP. There’s a lot to look forward to.”

Skin Health
Donna has seen firsthand how beneficial it is for people to continue their self-care regimens, no matter their age. “In fact, it’s even more important as we get older,” she noted. “Skincare will always be the first thing I direct them to when I am helping someone. It’s so important and effective and makes everyone feel healthier and more alive.”

Donna and Tammy treasure seeing their knowledgeable customers bring in young daughters and granddaughters to learn proper ways of applying makeup. “It’s so fun to see them leaving the studio looking beautiful, looking enhanced without looking made up,” Tammy shared. “These women know the quality of Merle Norman products, how beneficial they are, and don’t want their younger loved ones to have anything less.”

“I love helping people grow, experiment and be happy,” Donna said. “It makes me happy to see them happy.” That was precisely the reason she expanded her inventory to include all the fun and unexpectedly witty gifts she now carries. “We stayed open during the pandemic, practicing the highest level of safety. But it was a hard time; people were struggling, sad, and if they smiled, you couldn’t tell because of the masks. I wanted to see people smile, to hear them talking and laughing again, as much for my own good as theirs.” This inspired her decision to have Tammy round up just such an inventory and keep it freshly stocked since.

Her plan has clearly worked. Donna beamed with quiet delight while several shoppers repeatedly laughed out loud as they pored through the inventory of hilarious cards and gift items inscribed with irreverent, sometimes saucy messages.

Laughter continued as one woman prowled the displays. “Are you doing well with your shopping?” Donna asked. “I am now!” The woman grinned, approaching the register with an armload of gifts. In this one store alone, she managed to find “something perfect for almost every person” on her Christmas list. “Yes,” Donna nodded. “That’s what everyone says,” and smiled knowingly.

Visit Merle Norman Cosmetics, 142 Lincoln Center, Stockton, California, merlenormanstudio.com/mn-8288, or call 209-474-0314.