At first blush, Denice Gelineau's decision to expand her business might seem risky. But after 21 years in the cosmetics industry, last year was her best year ever.
Gelineau brings the confidence of success and experience to her second Merle Norman Cosmetics studio, which she opened last December in Oro Valley. The studio is in a shopping center on the southwest corner of West Magee and North Oracle roads.
She co-owns the business with her silent partner and husband, Thom Gelineau.
Her mother, Geri McManama, opened a Merle Norman Cosmetics studio about 35 years ago in a little pink house near East 22nd Street and North Craycroft Road. Years later, McManama moved the studio to 6061 E. Broadway, where it is located today.
"I'm a Merle Norman baby," Gelineau said. "I tell customers I think my face would fall off if I used anything else."
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Gelineau, 55, began working at the studio in 1988 and bought the business from her mother 12 years later.
"It's a great company. Really good support," Gelineau said. "I absolutely love it. It's so nice and rewarding to help these women."
On a recent Wednesday afternoon, Gelineau sat across the makeover lesson table from Jacqui Sasser, 59. Sasser was on a quest for the perfect shade of red lipstick.
Gelineau had Sasser try on several different shades.
"The foundation and the lipstick have to be perfect," she explained.
Sometimes she asks customers to go outside because the lighting is different. The product has to look good in both lights. The studio carries most of Merle Norman's line, which includes 12 different foundations.
"I'm familiar with Merle Norman cosmetics," Sasser said. "I know the quality and I trust it in that regard."
Employee Rachel Sayle, 26, confessed to being a girly-girl and has always been interested in cosmetics.
Making sure each customer knows about the product they purchase and how to apply it are part of the experience at the two studios.
"You can put makeup on a customer all day long but if they don't know what you did, when they get home they may get frustrated and not come back," Sayle said.
Marcia Bollin, 66, is a longtime customer and began buying cosmetics from Gelineau's mother 26 years ago.
"You can see results. People are always saying I have a pretty complexion," Bollin said. "The cosmetics are good quality without being high-priced."
I'm a Merle Norman baby. I tell customers I think my face would fall off if I used anything else.
Denice Gelineau
