GLO CATERS TO DENVER’S ELITE BEAUTY SHOPPER
Byline: Kerry Diamond
NEW YORK — What’s a Denver beauty junkie to do when she can’t get her fix of candles, conditioner and concealer?
If you’re Alix Peterson, you open your own beauty boutique, call it Glo and fill it with your favorite products.
The 1,500-square-foot store opened in October in Denver’s North Cherry Creek area and houses more than 30 brands like Bliss, Karin Herzog, Remede, L’Occitane, Cellex-C, Terax, Weleda, Lafco and Valerie of Beverly Hills. The sleek-looking shop has a clean, contemporary look and is filled with glass shelves, chairs, a couch and semi-private, custom-built makeup stations.
“I want women to feel comfortable and to experiment,” said Peterson, a native New Yorker who has worked for Estee Lauder, Origins, La Prairie and Prescriptives. She remains director of worldwide marketing for Caleel-Hayden, the distributor of Cellex-C and Samuel Par.
Glo is actually part beauty boutique, part spa, as it features a limited menu of beauty services. These include facials, like the Sonic Youth ultrasound facial and the Alphabeta glycolic facial, plus makeup application and hair removal.
Glo has an informational Web site at gloskincare.com and Peterson said she may expand into e-commerce. What definitely will expand, she promised, is the number of Glo boutiques.
“I’d like to open 30 to 50 of these over the next year and a half,” she said. “Not in New York City, but in markets that haven’t been saturated, like Salt Lake City.”
Peterson has already found space for the second Glo location in Denver. The store is scheduled to open within the next six months.
She shrugged off any concerns about competitors, including the online variety. “The beauty sites will do fulfillment of some second purchases,” she said. “But women still want to touch, smell and experience. They want to make an emotional connection.”