TV fans are desperate to get the Dannii Minogue look, thanks to successful hair and beauty PR

A SCOTS make-up artist has had to double her hours to cope with an influx of women visiting her beauty boutique to achieve the Dannii Minogue look.

X Factor star, Dannii is widely reported to have won the glamour battle with co-judge Cheryl Cole after unveiling a sophisticated new look on the TV talent show.

Women across the UK tuning into the hit show have been keen to emulate Dannii’s 1920s-style bob haircut and flawless make-up, after she appeared on a series of magazine covers.

Former celebrity make-up artist Sadie Jean Sloss has been amazed by the power of the TV show, which has sparked the busiest period at her Edinburgh boutique since she launched in August 2008.

Sadie Jean Sloss said: “When the X Factor live shows hit television screens in October I noticed women started to come into DollyLeo asking to look like Dannii Minogue.

“At first I was surprised, because I thought Cheryl Cole’s look would be the more popular. But as the show progressed it quickly became obvious that Danni’s look is a bit more chic and sophisticated and most women over 25 prefer it to Cheryl’s more Barbie doll look.”

Beauty PR in Scotland

Sadie believes the biggest change to Dannii’s apearance has been her funky 1920s Flappers-inspired bob with a severe fringe.

However, many people cannotcarry off this cheeky cut so instead they are opting for a slightly softer look and emulating Dannii’s understated make-up look instead.

She added:  “So far I have been inundated with requests on how to create Dannii’s light tan and dewy complexion.”

Demand for DollyLeo Xtreme semi permenant false eyelashes has also shot up since Dannii first fluttered hers on the X factor stage.

PR Success for DollyLeo Apothecary

Sadie said: “Dannii also admitted to ditching her overly Botoxed look and let it slip that she now used make-up miracle product – Becca’s Line and Pore Corrector.

“As one of the few stockists of the product in Scotland it had literally been flying out the door. In fact I’ve had to increase double my working week to cope with the demand to look like Dannii.”

Sadie earned her credentials in London, working on top beauty programmes Britain’s Next Top Model and Make Me a Supermodel UK and also with renowned make-up artists Jemma Kidd and Ginni Bogado on high-profile clothes campaigns such as the Marks and Spencer advert.

The make-up guru then returned home to Edinburgh to open upmarket beauty boutique DollyLeo Apothecary, Scotland’s leading independent retailer of niche beauty and skincare brands, and the latest high-tech beauty and aesthetic services.

DollyLeo Apothecary was established in August 2008 by leading London make-up artist Sadie-Jean Sloss.

The upmarket boutique offers the latest in high-tech beauty and aesthetic services. Threading, lash and brow tinting, Xtreme semi permenant lashes, IPL, Botox , Restylane and Juvederm rejuvination, pret-a-porter facials, pamper manicure and pedicures and bespoke make-up services are carried out by a team of specially trained professionals.

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