The Goderich Signal-Star, 1978-12-14, Page 34PAGE 10A---GODERICH SIGNAL -STAR, THURSDAY, DECEMBER 14, 1978
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Beauty only skin deep?
Good skin care can help
BY
JOANNE BUCHANAN
While beauty may .be"
only skirl deep, good skin
care is important, ac-
cording to Kate Herlufsen
of Goderich. She and her
husband Pete are the
proprietors of a new
business in town called
Fashion 220. It involves
the wholesale selling of
cosmetics by the same
name as well as make-up
lessons, facials and
manicures by ap-
pointment.
Mrs. • Herlufsen
promotes her line of
make-up on the fact that
it is water-based instead
of oil-based like most.
"From the time a
woman is 18 to 30 years
old, she loses half a
teaspoon of moisture
from her skin a day. It's
important toreplace this
moisture, to keep the skin
from drying out," she
explains.
The main purpose of
her business, she feels, is
not necessarily to sell.
make-up but to promote
good skin care itself and
to show others how the
skin should be looked
after.
"People don't realize
how important good skin
care is," she .says.
"Women who go to bed
with make-up on should
realize what it is doing to
their skin. It soaks into
the• pores so that the
pores can't breath."
This is Mrs. Herluf-
sen's first business and
she admits that she still
has a lot to learn about
running one. Sometimes
the book work is more
work than everything
else. But so far things are
going a lot better than she
expected. She only
opened her studio at 38
Kingston Street (behind
Jim Strong's Hairstyling
and Barbering for Men) a
few weeks ago and
already many women
have dropped in to. see
what the business is all
about, she says.
One reason for the
success of the studio, she
feels, might be because
there is nothing else like
it in Goderich. She
describes it by saying,
"It's sort of like a beauty
parlor but yet it isn't
one."
Since the business has
just opened, the
Herlufsens are offering a
special - a free make-up
lesson with every facial
for $10. Facials take
about one hour. First a
cleansing cream is ap-
plied, followed by a
freshener to lift the acid
to the top of the skin and
prevent base make-up
from ,turning color. A
moisturizer is then ap-
plied followed by a facial
mask which is peeled off
after half an hour. Then
the whole process is
repeated and sometimes
a five or six minute facial
sauna is also given.
While living in Calgary
and doing some
modelling, Mrs.
Herlufsen began taking a
beauty consultant course
learning how to , apply
make-up as well as face
and nail care. When she
moved to Goderich, her
sister told her about
attending a Fashion 220
make-up show in town
and buying some
products which she really
liked. Mrs. Herlufsen got
in touch with the girl who
had presented this show
and then got in touch with
the area's head office and
discovered that there
were openings for branch
managers for Fashion 220
studios in this area. She
went to Toronto for an
intensive four day branch
managers' course and
then opened the studio in
Goderich.
"We didn't really in-
vest in a business," she
explains, "it's a branch
managership."
Mrs. Herlufsen's
husband will be taking
the managers' course too
in the near future. Men
often make the best
make-up artists, she
says, and their com-
pliments to women are
accepted more readily
than the compliments of
other women.
Fashion 220 products
are not sold door to door,
says Mrs. Herlufsen. But
she has trained several
salesgirls to hold make-
up and skin care
demonstrations or shows
in people's homes. She
buys from a warehouse in
Toronto and supplies all
her salesgirls with their
make-up products. The
salesgirls work on a
commission basis.
For . personal ap-
pointments, the studio
itself is open Monday to
Thursday from 9 a.m.
until 6 p.m.; Friday 9 to
9; and Saturday 9 to 6.
Mrs. Herlufsen is so
convinced that the make-
up she is promoting is a
good line that she says,
"Even if I went out of
business, I would never
change my brand of
make-up after wearing
Fashion 220 products."
Kate Herlufsen, manager of a new business in town called Fashion 220,
shows the proper way to apply make-up by using her receptionist, Gill De
Jong, as a model. The Fashion 220 studio is located behind Jim Strong's
Hairstyling and Barbering for Men at 38 Kingston Street. As an opening
special, free make-up lessons are being .given with every facial for $10.
(Photo by Joanne Buchanan)
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