How do you sell cosmetics?

Appeal to the customer's dreams.

Say you're working at a MAC counter and a woman comes in to buy makeup to wear at her wedding. Is Amber Lights eye shadow (it's a metallic gold, and everyone should wear it every day) a little jar of gold-colored powder, or is it a shimmering accent that will give her eyes an enchanting glow on the happiest day of her life? If it's the former, expect the bride to decide Revlon or Maybelline is the brand for her. If the latter, you might sell $150 worth of cosmetics on one receipt.