James Weliver, Collegian

College students are constantly on the go, but that doesn’t mean they don’t want to look their best. A new store that just settled into the Amherst

community is making this tricky task a breeze.

Lauren Frank, Prep Cosmetics’ creative director, realized there were no high quality beauty product stores around her while she attended the University of Wisconsin – Madison. Not long after, Frank opened the first location of PREP on State Street right in the busy college district of Madison. The company has since expanded, and a Prep Cosmetics opened in May 2008, less than a mile from the University of Massachusetts campus. This store brings easily accessible beauty products to local students. Prep is the first store of its kind in the Amherst area.

Prep’s President, Emily Kulmer, had a similar experience closer to home.

“I went to college at Smith and remember there were few options for us,” Kulmer said. “Given the complete lack of skin care and makeup stores in the area, prior to the opening of Prep Cosmetics, we are proud to bring a much-needed addition to the Amherst community.”

Frank emphasizes the mission of the store to enable locals to find high-quality beauty without risking their own comfort.

“Our goal is to be a neighborhood store. It’s the opposite experience of

going to the mall and feeling pressure to buy at the counters of a department

store,” Frank said.

Also, unlike the department store makeup counters, Prep can customize a look with a variety of brands, not just the one brand a salesperson has available at one makeup counter.

“What’s great about our store is that we can pick Napoleon Perdis mascara matched with Julie Hewett lipstick and a Becca foundation for a customer, getting the perfect look for them,” said Kulmer. “We don’t have to recommend just one line.”

This small scale shopping experience mentality is echoed inside the store itself. Prep is a brightly lit, cozy store filled with colorful rows of makeup and sweet-smelling products.

“Our store isn’t huge, like a Sephora, so by design we’ve tried to keep the experience intimate while offering the best range of products,” said Kulmer, “If you think of Sephora as being a supermarket, then Prep would be the specialty, gourmet charcuterie.”

The store, however, is not a far departure from the generally

health conscious Amherst atmosphere. Prep carries a few product lines that are paraben-free.

“As we learn more about the effects the chemicals in our products have on our health, the more we want to provide alternative options that could be healthier,” Kulmer said.

The idea of high quality products and a small store environment may leave many college students fearing for their wallet’s safety, but Prep has something for everyone.

“We’re also super conscientious about carrying products in a range of price points,” said Kulmer, “Prep, as a brand catering to college students,

understands that students are on budgets and we want to make sure we have

something for everyone.”

UMass sophomore Vanessa Lashua would not mind popping into the store sometime if the price was right.

“I would definitely check it [Prep] out if they were fairly priced products,” said Lashua. “I’ve always wanted to go to a department store to get my makeup done, but I’m afraid they’re going to make me buy too many products.”

The store aims to get students to try new things and experiment with new looks without feeling pressured to buy too much. Kulmer noted that college is a great time to play with new looks and have fun. Some might have skin problems during this time too and they can find the high quality products they may need inside Prep.

“I try new looks when I’m at school,” said UMass junior Gina Angiolillo. “I’m more adventurous with makeup.”

Lashua also tends to be more daring with her makeup while at college.

She said she likes to experiment with bold eye shadows and different colors. Lashua said the brand of make-up doesn’t really matter to her because if she tries something and likes it, she’ll use it regardless.

Luckily, in the makeup world right now, experimentation is what it’s all about. According to Frank, the use of color in creative ways is hitting the

beauty and makeup scene hard right now.

“The red lip is a classic, but it can be kind of overwhelming,” Frank said. “You could try a lip gloss instead of a lipstick.”

For a twist on this classic, Frank recommends a lip gloss by Stila Cosmetics in the “Cranberry” shade, and a stain by Stila called “Cherry Crush” Lip and Cheek Stain.

“It’s very natural looking, but you can play it up for night,” Frank said.

Looking good at college tends to be important, but who has the time? That’s why college students cut corners to save some of their precious time.

Kelsey Whiting-Jones, a UMass junior, shares her time-saving secret: makeup remover wipes.

“[Makeup remover wipes] are good for the gym, for washing your face on the go and you can just put them in your bag when you go out if you don’t know where you’ll end up,” Whiting-Jones said. “Or if you go out drinking and you want to still make sure you’re face is clean by the end of the night.”

Taking care of your skin, even at the latest hour, can really pay off, Frank says. It may be tempting to fall asleep with makeup on at college, so a good makeup remover is amazing. A busy college student can really appreciate something that saves them both time and money.

“I cut, highlight and style all my friends hair. Boys, girls, everyone,” said UMass junior Dina Shulman.

Shulman also finds that mineral powder foundation is an easy way to make skin look even. She said you don’t even need to look while you put it on and it can be done in as little as thirty seconds.

One product that can do double or even triple duty is another way to save on time and cash.

“I use Oil of Olay moisturizer like it’s my job,” said Whiting-Jones, “It

removes my eye makeup, I use it on my lips, and it’s good for dry skin

anywhere.”

Sometimes it’s as easy as a squirt of perfume. Angiolillo says as long as she smells good, she feels good even in her sweats.

To help keep the getting ready routine as quick and painless as possible, Kimberlyanne Moriarty, the Amherst store manager of Prep, recommends three products that no college girl should do without.

First up is concealer.

“Whether you’re going on a date and a huge pimple just showed up on your forehead, or you have a job interview at 6 a.m. with no sleep and need to hide those awful dark circles under your eyes, concealer can be a lifesaver.”

Moriarty recommends Stila’s perfecting concealer because of its silky texture, its ability to blend well and the fact that it comes in 10 shades.

Next is mascara because it helps draw attention to your eyes. Eye contact is key in a competitive professional atmosphere; why not make it memorable and glamorous?

Moriarty recommends Napoleon Perdis Mme. Fantasia Mascara in a dark black or Julie Hewett Rose Scented Mascara in a soft brown.

And last but not least is face wash.

“A fresh face is memorable under scholarly stress and life in a co-ed dorm.”

A good one to pick up, according to Moriarty, is the Mario Badescu Orange Face Cleanser, which is soft and creamy, but really removes dirt and oil built up in pores. Another bonus is that the fairly large bottle is only one or two dollars more than the typical Neutrogena brand cleaner sold at drug stores like CVS.

According to Kulmer, Moriarty and the rest of the Amherst staff make incredible gift baskets, which make great presents and are also sold at a discount.

Also, keep an eye open for Prep’s in-store events with nationally recognized makeup artists. If students give Prep their information,
they’ll get invited to special events the store hosts. Prep is located at 220 North Pleasant St. in Amherst.

Eden Univer can be reached at [email protected].