I got a sneak peek of the Twin Cities’ first PureBeauty shop and mini-salon, which opens Thursday at Mall of America (first floor, just outside Nordstrom). The small chain was recently purchased by Regis, which plans to turn all of its Trade Secret salon/stores into PureBeauty. In an increasingly crowded beauty market – especially at MOA – you’ve got to have a gimmick and PureBeauty touts its Beauty Metrix computer system. If you’ve got 20 minutes, a trained associate will analyze your skin and hair and make product recommendations. Warning: seeing your skin and hair follicles magnified 150 times does not make for a pretty picture. My analysis confirmed that my skin is dry, I’ve got fine lines around the eyes and my hair is healthy (thank goodness I rocked at least one section of the exam). The point is to zero in on the right products, and PureBeauty does offer an impressive selection, from GHD styling tools and Pureology haircare to Dermalogica skin care and Jane Iredale cosmetics.
Stop by Thursday, March 13 from 10 a.m. to 1 p.m. – "What Not to Wear" hairstylist Nick Arrojo will give 30 second hair consultations (wow- that’s half a minute!) and sign bottles of his Arrojo product line. PureBeauty is the first place to buy it outside of his New York salon.
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