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Make-up counter spurs sales within campus bookstore

Clinique has counters at 15 universities as part of promotion

By Ann Stewart
Daily Staff Reporter

The students of Ann Arbor no longer have to rely on the drug store or go all the way to Briarwood Mall for make-up.

Michigan Book and Supply, located on the corner of North University Avenue and South State Street has taken an unusual step by introducing a make-up counter with products by Clinique.

"At first we kind of laughed at it. I mean, why would people buy cosmetics at a bookstore?" asked store manager Steve Schindler.

But after conducting market research on females who shop in the store, Schindler said he "got so much positive feedback" that he decided to go ahead and put in the customized make-up counter for Clinique's line of skin care products and make-up.

Clinique's counter opened in December. Since then, students have not hesitated to take advantage.

"It's cool because you can put it on your credit card and it shows up as books," said Jennifer Nelson, a Nursing junior.

Schindler said Clinique approached Michigan Book and Supply as part of an increasing nationwide campaign to pitch their products to college-age customers.

"It's a small but growing number," said Clinique account executive Samantha Binns.

Binns said the currently exclusive campaign has been a success and will be expanding. She said 15 other universities now have counters, including Princeton and University of Wisconsin.

"We had a marketable product for this setting," Binns said.

Schindler said he was surprised at the success of the new addition.

"It's been very successful -- definitely better than we imagined. Sales have even surpassed Clinique's estimate," Schindler said.

Schindler seems to know more about cosmetics than the average male as he tells of the counter's services. Clinique gives consultations on coloring and skin care as well as makeovers for walk-ins or by appointment.

"We give friendly advice (to students) that their mother can't tell them but I probably can," said Melissa Fischer, Clinique counter manager at Michigan Book and Supply.

Fischer said she enjoys working with students and has a lot of fun as she gives tips to her customers. She said the response she has seen from students has been very positive.

"The students are patient. They're willing to listen. It's a fun crowd," Fischer said.

Many students said they were pleased with the convenience of the counter, which is the only one of its kind on campus since Jacobson's moved to Briarwood Mall.

"Going to the mall is such a pain and this is right here. It's also much more personal than the mall," said Jill Wright, an Engineering senior.

Fischer said women are not the counter's only customers. She said she believes that selling the skin-care products in a bookstore puts men more at ease than they would be at department stores.

"I never sold to a man until I came here," Fischer said.

But does having the counter in such a location deviate from the seriousness of being in school? A few students thought so.

"I don't think it's necessary for a bookstore. Do you need to look good to get good grades? It's a little demeaning," said Tara Breslow, an LSA sophomore.

Still, the new counter has been a busy place. Promotions for the Clinique counter have included a free gift with purchase and free consultations.

"This has been moving so fast. Everything is bigger than we expected," Schindler said.

During the week of April 15, the store plans to reach out to sorority members by clearing the store and having after-hours seminars. Sororities will also be invited to catered seminars to listen to tips on coloring and skin care.