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Boutique Puts Best Face Forward

May 3, 2004 -- If skin is the body's largest organ, then Donna Verhaeghe and Mary Marino might be on to something big. The Tri-Cities friends, both with retail backgrounds, have embarked on a venture in which the projected growth rests on the public's preoccupation and fascination with skin. Their business is a salon called We're Making Faces, and it opened six weeks ago on West State Street.



"I believe now, more than ever, that people are looking for different alternatives to care for the skin, outside of surgery," Marino said. "I believe men also are paying more attention to their skin." The pair's boutique, at 4221/2 W. State St., has opened at an opportune time, as West State Street hosts a covey of new stores, many of them in former residential locations. That is true of their own space, which is in an upstairs loft (above the Village Yarn Shop) that once housed an apartment.



They said they opened their shop because they believed there was an unfulfilled need. "We are a cosmetic and skin-care retail boutique," Marino said. "We have unique cosmetic lines that are not available at department stores. A couple of our lines are not even available (elsewhere) in Illinois. We carry products from pre-teen through adult. We also have a men's skin care line." Verhaeghe stressed that in addition to selling skin-care products, they perform a service. They inform their clients about what products would be best for their own particular needs. Verhaeghe cited as an example that a certain product might be more appropriate and useful for an adult than for a teenager.



In addition to consulting with customers at the shop, the owners also sponsor events that include a girls' night out party and a birthday party. "We do consultations, where we can come in and tell what colors look good on you," Verhaeghe said. "The products are sitting at a table in front of them. We kind of teach them the basic makeup applications that are age appropriate for them."



The latter events are examples of what is known as direct selling, or what the owners call "retailtainment."One of our goals for our customers, when they come in, (is that) they are actually able to buy something," Marino said. "We can show them how to use it."



It's not always easy to obtain specific lines of cosmetics, the owners said. "We have to describe and show the location, and they decide whether their product line will fit in our boutique. Some Makeup Companies are very picky where their product is sold."



Juicy Cosmetics, Pinkie Swear and Duwop offered at only limited stores, are some of the make-up lines featured for teens through adult women at the boutique. We're Making Faces also carries anti-aging and other skin-care products for both men and women.



In addition to their products, they offer services including school dance make-up applications, birthday parties and bridal consultations. We're Making Faces is located at 422 1/2 W. State St. in downtown Geneva. For additional information and shop hours, call (630) 232-4417.

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