Makeup application for different skin types, face shapes, and occasions

Identify the skin type - dry, oily, combination, sensitive or mature - as this significantly forms the basis for the makeup products and methods you choose.
Dry skin: Use a hydrating foundation and avoid matte finish products as they can make the skin look flaky or overly dry. Moisturisation is key before makeup application.
Oily skin: Choose oil-free or matte finish products to minimise shine. Use a toner before applying makeup and opt for a primer to minimise pore appearance and control shine.
Sensitive skin: Opt for hypoallergenic makeup products which are free from irritants such as fragrance or harsh chemicals. Test products in a small area first to ensure no adverse reaction.
Combination skin: Treat each area according to its condition - use oil-free products on oily areas (usually the T-zone) and hydrating products on dry areas.
Mature skin: Use cream-based products to prevent emphasising fine lines or wrinkles. Light-reflecting foundations can create a youthful effect.

Analyse the client’s face shape to determine the best ways to enhance their natural features.
Round faces: Contouring can help to create the illusion of a slender face. Do this by applying a darker shade of foundation or bronzer on the sides of the face and a lighter shade in the middle.
Oval faces: Balance the typically high forehead with a little bronzer, and accentuate the cheekbones with a touch of highlighter.
Square faces: Soften the strong jawline with contouring and highlight the middle of the face to draw attention away from the corners.
Heart-shaped faces: Balance the narrow chin with contouring at the sides of the forehead and cheeks.
Long faces: Add width to the face by highlighting the cheekbones and using bronzer around the hairline and jawline.

Consider the occasion for which makeup is being applied, as this will dictate the style and intensity of the look.
Daytime: Choose softer, more natural shades and a lighter hand in application for a fresh, subtle look suitable for daytime events or workplaces.
Evening: A more intense and dramatic look can work well for evening events or parties. Play around with colours, experiment with darker shades and don’t forget the power of a well-placed highlight.
Formal Occasions: Such as weddings or award ceremonies require a polished, classic look that photographs well.
Festival or Themed Events: These offer an opportunity to try more playful or bold styles, such as glitter makeup, bright colours or themed designs.

Make the application technique specific to the occasion and the skin type.
Light touch: Apply makeup gently besides sweeping it over skin quickly, as it could cause an irregular pattern.
Applying makeup in natural light is the best way to ensure that it looks good in all settings.
When layering products, always go from thin to thick. For instance, apply moisturiser (thin) before foundation (thicker).
Always blend makeup into the neck to avoid a tide line on the jaw.
For special occasions where lots of photos may be taken, remember that SPF in makeup can cause flashback, making the face appear overly bright.