Add red and white accents near the eyes and use the dark colour to frame the eyes and to apply lines in the face. Important areas for shading are the eye sockets, the temples, the side of the nose and below the cheekbones. The naso-labial fold is easier to locate if one grimaces. The length of this line also determines the character to be made up (the longer, the more severe).
Hint: You make the goatee using Wool Crepe.