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Beauty Inc issue 02/07/2014

What’s in Valeria’s Bag?

This story first appeared in the February 7, 2014 issue of WWD. Subscribe Today.


Shopper: Valerie Hammonds
Date/Time: 1.15.2014, 4:03 p.m.
Store: Nordstrom
Location: One Garden State Plaza, Paramus, N.J.


Looking to update her lipstick collection, Valerie Hammonds headed to Nordstrom to find some new shades for spring. For the 41-year-old mother and student, who spends $500 a year on beauty products, quality is the most important element when purchasing new items. “At this point in my life, it’s not about price point,” says Hammonds. “It’s about whether it’s a good product.” From blogs to magazines, Hammonds is an avid reader of product reviews and also loves the instant gratification of beauty Twitter accounts. “As long as you have your iPhone or iPad, you have it at your disposal,” she says. “I’m constantly learning about new products and tips and tricks via Twitter.” When asked why she likes shopping for beauty items, Hammonds admits, “As a mom, you just want to look pretty.”

NEXT: What’s in Gabriella’s Bag? >>


What’s in Gabriella’s Bag ?


Shopper: Gabriella Visaggil
Date/Time: 1.15.2014, 12:15 p.m.
Store: Ulta
Location: 225 Allwood Road, Clifton, N.J.


Gabriella Visaggil drove to Ulta, conveniently located near her college dorm, to restock a few favorites and discover some new products. The 18-year-old student says the makeup artists at Ulta always give the best recommendations. “I don’t read product reviews because I don’t trust other people’s opinions,” says Visaggil. “If I have an idea of what I want, the [makeup artists] will usually guide me in the right direction.” Visaggil, who is majoring in sociology, spends $1,000 annually on beauty and looks to her Instagram feed for suggestions. “I’m open to trying new products,” she says. “But I usually will ask a makeup artist for their opinion before buying it.” Although her beauty consumption comes with a price, Visaggil says it’s an investment worth making. “I leave spending a lot of money,” she says, “but I know I will use the products everyday.”

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