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Beauty Inc issue 03/21/2014

What’s in Valerie’s Bag?

This story first appeared in the March 21, 2014 issue of WWD. Subscribe Today.


Shopper: Valerie Leonard
Date/Time: 2.18.2014, 1:53 p.m.
Store: Duane Reade
Location: 40 Wall Street, New York, N.Y.


Valerie Leonard had a few things to accomplish when she came into Duane Reade on her lunch break. Besides picking up a prescription and a bag of Lays potato chips for an afternoon snack, Leonard grabbed a few travel-sized essentials for an upcoming trip to celebrate her anniversary.

“I don’t know where I’m going,” she says. “But I want to be prepared.” The 32-year-old, who works as a secretary on Wall Street, spends around $200 on beauty annually and isn’t a fan of product reviews. “If I try it and it works, great,” she says. “I don’t go by what other people say.” Just before Leonard left, she learned from a store employee that the Wall Street location offers makeup tutorials. “I’m not a beauty junkie,” says Leonard. “But if someone teaches me a few tricks and tips, I’ll definitely give them a try.”




NEXT: What’s in Melissa’s Bag? >>


What’s in Melissa’s Bag?


Shopper: Melissa Gonnell
Date/Time: 2.18.2014, 12:17 p.m.
Store: Sephora
Location: 150 Broadway, New York, N.Y.


Melissa Gonnell, 31, came to Sephora for eye shadow and ended up walking out with a lot more. “This tends to happen a lot,” laughs the social worker, who spends about $1,500 annually on beauty products. When considering new items, Gonnell looks for good quality and easy application. “It has to be user friendly and long lasting,” she says.

“I need to be able to apply it without a makeup artist.” When asked what her desert island beauty product would be, Gonnell’s answer is immediate: lip gloss. “Lip gloss is a good way to brighten up your face,” says Gonnell. “It brings attention down to your lips as opposed to your eyes when you look too tired. It’s the application too. You don’t need a mirror.”


TOTAL SPENT: $118.00