Makeup Forever, for instance, lures strollers inside with a woman whose indigo toenail polish matches the jeweled bindi on her brow. If she walks due west, she can nab a favorite lip liner at Shu Uemura. Nail polish in square bottle. The store's design is, to say the least, arresting: the womblike circularity of the displays; the black, white and red color scheme; the laptop computers (for finding product information on the Internet), and the cavernous space make the store seem like a cosmetics mother ship built by the engineers of the Starship Enterprise. Recent flashcard sets.
All the SoHo stores maintain that they are places where a shopper can experiment and play, although the play is supposed to be serious. Not the one Mayor Rudolph W. Giuliani fumes about, but rather the kind that plies toners, moisturizers and other forms of hope in a bottle. Nail polish in square bottle crosswords eclipsecrossword. Elaine Good, a makeup artist who has worked in cosmetics retailing and teaches at the Fashion Institute of Technology, says that the SoHo beauty outlets are setting themselves apart from department-store beauty counters by offering nonaggressive service. Outlets for Mac Cosmetics, Aveda and Origins -- all owned by the Estee Lauder company -- have been around for years, but since last fall, the competition has gone into overdrive. Then again, a silvery nail polish she likes -- called, she thinks, Obscenity -- is one block south at Face Stockholm.
A PALE woman in black stands on the corner of Mercer and Prince Streets, twirling like a weather vane. Photographs of ethnically diverse models line the walls. By the end of the year, Helena Rubenstein plans to open a space on Spring Street, which will be both store and day spa.
''Notice that everything in this store is circular, '' said Kim Ryan, the store manager, who sports a circular tatoo around her bicep that reads, ''That which doesn't kill makes us stronger. And in May, Shiseido politely muscled in with 5S (that stands for ''Five Senses'') on Prince Street. There are magazines to read, and there is icy lotus tea to sip, as a ''beauty partner'' -- please, not a salesclerk -- materializes from seemingly nowhere to explain the 5S philosophy. Perhaps more than any other place, Shu Uemura takes this philosophy to heart. Something strange is happening in SoHo. Pronoun) Without society would be considerably different. Terms in this set (38). Large nail polish bottle. L'Occitane, a skin- and hair-care company from Provence, opened a branch on Spring Street in October. Her tattooed and branded boyfriend stares coolly into the distance, contemplating a nonexistent horizon. ''In a department store, you're assaulted by women spraying you with perfume and almost forcing you into a makeover in an effort to sell, sell, sell, '' she said. ''An effort to bring the benefits of natural beauty to blind and partially sighted people, '' the store's catalogue explains. The following sentence contains either one word or two words of the kind specified before the sentence.
The SoHo stores are going to great lengths to distinguish themselves in the eyes of consumers, even though almost every one, echoing the industry's marketing catch phrases, says it is ''about color, '' ''about choice'' and ''about creativity. The biggest news along Skin Row, as the new cosmetics district has been dubbed by the beauty industry, is next week's opening of Sephora, France's largest perfume and cosmetics retailer. If she might want a little of each -- comfort and firm skin -- presumably, she's on her own. Jacalyn Lee, a woman with delicate dreadlocks gathered in a ponytail, hunched over one of the store's many computers the other day, her brow furrowed in concentration. Sephora is only the latest and most ambitious of beauty retailers to head to the area better known for canvases by Eric Fischl than for facials. Ms. Lee eagerly clicked on both. Shu Uemura has a set of recessed light simulation boxes in the wall where the shopper can see how makeup colors, tested on the hand, look in outdoor, fluorescent and other light conditions. The stores are even designed like galleries, with soaring spaces and high-tech installations. ''And I promise you, men will feel comfortable shopping here, '' said Sherry Baker, vice president for international marketing. Lee ignored them, opting instead for the $10 bottle of Charm glitter powder she was going to buy to begin with. ''The one-brand stores will have a great difficulty in surmounting that historic habit. ''That's what the whole world wants, really, '' she murmured. Ms. Lee hesitantly clicked on phrases like ''revive your spirit, '' ''need willpower'' and ''empowering. ''
With the flight of art galleries to Chelsea, beauty has become SoHo's new art -- or at least, that's how cosmetics retailers want consumers to think of it. Sephora's salesclerks, known as product consultants, are to be outfitted in unisex black tunics, and each will wear one black glove to ''showcase the product, like a jewel at Cartier's, '' Ms. Baker explained. But she was pleased, and rubbing the powder on her arms, she returned sparkling to the streets of SoHo. Finally, ''peace'' and ''smooth complexion'' drifted by in little word bubbles. Origins is so environmentally friendly that one willowy blond shopper wondered aloud why the green-and-khaki-clad staff members were impersonating forest rangers. Students also viewed. But the creepy Zen calm is perhaps the appropriate ambiance for Mr. Uemura, a man given to pronouncements like, ''Listen to the voice of your skin'' and ''There is a circle to beauty. ''I don't think the single-brand stores can succeed economically, '' Mr. Ledes of Cosmetic World said, adding that Sephora seems to have the best chance in SoHo for long-term success. For example, ''energizing sense'' products are for a woman who wants extra power and firmer-looking skin; ''nurturing sense'' products are for one who craves comfort and nourishment. ''The whole idea is to get individual brands out of the clutter of department stores, '' said John Ledes, editor and publisher of Cosmetic World, a trade magazine. ''So why shouldn't we have our lipstick district? At Shiseido's 2, 700-square-foot 5S, a mid-price cosmetics line geared toward women in their 20's and 30's, there is the muted sound of running water coming from somewhere. Recommended textbook solutions. ''The meatpackers have their district, the financial guys, the garmentos, the flower people -- they all have theirs, '' said Marcia Kilgore, owner of Bliss Spa on Broadway.
At this point, a confusing array of 5S products popped onto the screen. ''The American woman has one quote, unquote, failing, which is a love of selection and variety, '' he said. Whether beauty becomes as integral to SoHo as fish is to Fulton Market is an open question. Other sets by this creator. Later, she might have her skin exfoliated to the strains of Enya at Haven, a New Age day spa on Mercer Street. She mutters, stepping forward, then abruptly swings around 90 degrees.
Within the rectangle bordered by Broadway, the Avenue of the Americas and Houston and Spring Streets, there are at least six day spas and nine beauty-product retailers, many of which sprang up in the last nine months. ''People are sick of it. The computer suggested words for how she was feeling, or wanted to feel. ''Peace and a smooth complexion. Verb) Computers many purposes. Sephora promises a wall of more than 400 lipsticks, a skin treatment library, organized by problems and solutions, and a fragrance organ, a display where shoppers can dab and spritz at will. ''We're for the soul, as well as the body, '' Beth Ofier, Face Stockholm's store manager, insisted, echoing the sentiments of many others who hawk blusher.
One shopper, a fresh-scrubbed 30-something woman, stepped tentatively into the store, eyeballed the modelesque sales personnel and fled. Adverb) You may already be able to program computers, or perhaps you would like to learn. ''Since the early 90's, department-store traffic has continually slowed, '' he said.
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