In my opinion
What makes a counter approachable is SA's who love make-up.
Also people who realize it isn't "JUST" a retail job. A Retail job is ringing up crap, a job at a counter is ( and this is going to sound sooo freaking cheesy but I will explain) dealing with peoples appearances and in turn a part of their esteem. Yes, I know SA's are not to be held accountable for your personal self esteem. But a woman's appearance IS tied into that. I mean how many of us have drug ourselves to a counter and someone has applied lipstick and given us a compliment and our day is so much brighter.
A good counter has an air of " everyone come over and have fun".
Which IS the corporate motto of MAC, but unfortunately, as a poster above mentioned, when it gets to the counter there is an air of superiority. Some people like that, but man it turns a LOT of people off.
Fortunately I have come accross soooo many amazing, fun, inviting MAC artists. I had one sessions with a guy who *just* made me feel like a GODDESS and another one where the artist made my mom feel and look specatcular. THAT is how you build loyalty.
In fact, I wrote corporate about a positive experience I had with a MAC team in Houston. I think that is what we need to do as well.