Store helps Parkites Face forward | ParkRecord.com
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Store helps Parkites Face forward

SKYLER BELL, Of the Record staff

The skin is the largest organ of the human body and, generally speaking, each person only gets one. Amberly Wise, owner of Main Street’s newest business Face, thinks people ought to take care of it.

Face is a high-end cosmetics and skin-care store that carries many of the same women’s and men’s lines as stores such as Saks and Neiman Marcus, which aren’t currently in Park City. Wise plans to open a treatment room for facials in January.

Wise said she got the idea to open the store while shopping at a similar boutique in Colorado.

"I was in Aspen a couple of years ago and walked into a store that gave me the idea to do this," she said. "I used to be with another high-end retailer on Main Street and we would get asked where people should buy good cosmetics and skin care and we really didn’t have any place to point them to. Plus, I got tired of driving to Salt Lake to buy my own products."

Before the store opened during Thanksgiving weekend, Wise said people had to go to Salt Lake City and beyond to buy the products she now sells from her Main Street store. Some of the products weren’t even sold in the state before Face came to Summit County.

"There is nothing else like this in Park City at this point," she said. "It was just a void. There are a lot of women who care about their skin and how they look in this town and, especially in the climate we live in, people have to take care of their skin."

Wise said Parkites are susceptible to skin problems because of the dry climate, cold winters and active lifestyles, which means they need better products and a more meticulous regimen of care.

"For people that come from a more humid climate their skin tends to be more oily and when they move to this drier climate their skins will go through an adjustment period," she said. "Most people who come here will have dry skin because of the climate in Utah and they have to adjust their skin care and cosmetic lines accordingly."

Some of the product lines Wise carries at Face include Naturea Bisse, Cle De Peau, Shu Uemura, Kiehls and Erno Laszlo. Most of the lines are European.

"There is a lot of research that goes into these products because they have a lot of healing properties," Wise said. "Lower-priced skin care products and cosmetics have a lot of filler products in them, while higher-end products have properties meant for rejuvenation and healing; every ingredient is there for a purpose."

Several available treatments for the skin, such as face-lifts, require further care at home. Wise said some of her products help to encourage the healing process after these procedures, while others make the treatments unnessessary.

"There are a lot of women that go to pretty extreme measures to have their skin look nice they do acid peels and Botox and other aggressive types of treatments," she said. "One line that I carry, Naturea Bisse, is perfect for those who have undergone these treatments to help with the healing process and to maintain the procedure, but it also helps for people who don’t want the treatments, but still want the results."

The Naturea Bisse line includes anti-aging products, glyco peels and other home-use treatments previously unavailable outside of a clinic. But despite the push for women to defy time and grow younger, Wise said the major growth in the industry is on the men’s side of things.

"The biggest growing division in this whole industry is the men’s products," she said. "I carry a line called Anthony Logistics for Men that focuses on shaving products as well as skin care. Men are finally starting to care about their skin more and there are now products meant just for them."

From cleansers to moisturizers and shaving creams to after-shaves, men’s products are going high-end and being well received, Wise said.

"The people here spend a lot of money to take care of themselves, and it doesn’t really have to do with socio-economic status, they just care about how they look and about defying the aging process."

Wise knows her audience. She grew up in Salt Lake City and attended the University of Utah as a double major in English and business, with a minor in communication.

"After college I went to Boston, worked in high-tech start-up companies and then moved to San Francisco to work in a business consulting firm," she said. "I moved here so I could ski right before the Olympics. I liked it so much I just bought a house and stayed."

After moving to Park City, Wise took a job with another Main Street retailer before deciding she wanted to put her business degree to work and become her own boss. She studied the market for over a year, researching vendors and product lines, before finally opening less than a month ago.

To celebrate the start of the company, Wise sent out 240 invitations to a grand opening party more than 200 people came.

"I had a few of the representatives from several of the lines come in," she said. "We passed out gift bags and did makeovers. We had appetizers and just had a little meet and great. It was nice."

"The response from the locals has been excellent and the support has been overwhelming," she added. "I was really happy with the turnout and the feedback from the people that came to the party."

Face is located at 608 Main Street and is open daily from 10 a.m. to 9 p.m. The store can be reached by calling (435) 615-6919 or by visiting the site online at faceparkcity.com that will launch in January.


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