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THE BEAUTY SHOP BOOM | Why Downtown Naperville Is Such a Popular Choice



SHOP ONLINE LOCALLY DURING THE SHELTER IN PLACE ORDER & GET TO KNOW THESE SHOPS CNN Reported this past month that the future of a successful mall retailers is apparently outside of the mall. Beauty, haircare, and skincare chains are seeing huge opportunity in brick and mortar locations in neighborhood and strip centers, inclusive of the downtown Naperville area. “Unlike other retail categories, health and beauty is more insulated from online buying, ladies like to try on new cosmetics to see if it’s the right shade for them, smell the perfume, see the new lip colors,” says Katie Wood, Executive Director of the Downtown Naperville Alliance. “It’s a sensory experience that you can’t do easily online, and for that reason, this segment continues to expand.” Some big names that have moved into the downtown Naperville area include Bluemercury, MAC Cosmetics, Sephora, Ulta, Benefit, and most recently, LUSH.

Bluemercury (www.bluemercury.com) founder, Marla Beck, says she created the makeup, skincare and spa as a haven for beauty lovers - a place to learn a new tip or trick about makeup and skincare, or to pop in to the spa for a facial or brow styling. A place to always receive honest, expert advice, and to find the best beauty products in the world, right in your neighborhood. You can’t get an oxygen facial, glycolic peel, or waxing and microdermabrasion online! Similarly, Sephora offers ongoing events and experiences to celebrate top brands with friends, and try new products while learning new application skills such as 15 Minute Mini Sessions for brows, lashes, makeup, foundation, lips and full face makeovers.



“Naperville is a very business friendly community,” Ms. Wood adds. “Naperville is a destination and whether big or small, national or local, as long as the business’s plans align with our city’s zoning guidelines we welcome commerce. Furthermore, Downtown Naperville is a unique shopping district where you get the best of both worlds – nationally popular businesses mixed with local favorites … where, as an example you have the Apple Store across from Anderson’s Bookshop, Lululemon across from Naperville Running Company, Gap across from Deans and so on. Customers like to be able to shop at both and that ‘blend’ is one of Downtown Naperville’s unique characteristics; or, as we say, “tried and true” and “just for you” businesses – national and local. It makes for a great shopping experience.” Each business has their own specialty and loyal customer base. Some businesses not only have products, but also offer services that supplement what they sell. LUSH (www.lushusa.com), which offers uniquely handmade skincare and cosmetic products that are vegetarian and fresh opened recently at 119 S. Main at the end of February in Downtown Naperville and there was a buzz all over Naperville for their grand opening event. Just down Main Street, MAC Cosmetics (www.maccosmetics.com) offers year-round events ranging from immersive one-on-one tutorials (M·A·C 123 and Technique classes), to exciting collection launches, previews and exclusive global parties with the biggest names in fashion, film, music and art – M∙A∙C events bring their dynamic culture to life. All Ages, All Races, All Genders.



Also, on Main Street is Benefit Cosmetics Boutique & BrowBar Lounge (www.benefitcosmetics.com) where you can host an after-hours private beauty bash including bubbly, small bites, make-uppers, and brow wax or shaping. Best known for their motto, “laughter is the best cosmetic...so grin and wear it,” and their whimsical candy store atmosphere, the boutique is famous for delivering quick fixes for every gal's peskiest beauty dilemmas. Ulta (www.ulta.com) has grown to become the largest U.S. beauty retailer and has a storefront on Washington Street offering cosmetics, fragrance, skin care products, hair care products and salon services of more than 25,000 products from approximately 500 beauty brands across all categories and price points. They also believe in giving back and have a long-standing partnership with the Breast Cancer Research Foundation®, as well as other local nonprofit organizations. Ms. Wood reiterates that Naperville is a vibrant town and it doesn’t go unnoticed by big box retailers. “Numerous health and beauty brands cluster together in many areas across the country,” she says. “Having a variety of options is beneficial to consumers.” -Kristen Kucharski


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