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sets us apart—no other retailer is offering a staff of experts who can offer such personalized advice, be it in wellness, beauty products or supplements. Would you please describe your new Natural Beauty Bar and what it offers? How many—and which— stores will the Natural Beauty Bar be in? Ukleja: We now have two Natural eco-friendly gifts and cards. As with any drugstore, Pharmaca offers one-stop shopping for everyday necessities, but with a healthy twist. "The Natural Beauty Bars are an extension of our practitioners' expertise and a way to offer a more convenient, comprehensive beauty experience." times of the month when you can come in and get extra help getting color-matched to a new cosmetic. We also have five stores that offer brow services. Beauty Bars in California; one in our Pacific Palisades store and the other in our Menlo Park store. We're slowly expanding our facial-waxing services into our stores in Portland, Oregon, as well as Oakland, Novato and Brentwood, California. Those stores were selected because they have the right mix of experienced estheticians who want that client interaction, as well as the space to set up the services. The Beauty Bars are a logical extension of our practitioners' talents and expertise and a Which natural beauty brands are best sellers at Pharmaca? UKLEJA: Jane Iredale, Dr. Hauschka, SpaRitual and Jurlique are all very popular brands at our stores. How do Pharmaca.com's offerings differ from the merchandise sold in your 24 brick-and-mortar stores? Janowicz: Ecommerce gives us the ability to expand on select categories or brands since we are not restricted by physical shelf space. Ecommerce also allows us to test select new brands for potential before creating in-store launch strategies. Conversely, there are categories that sell well in our stores, such as greeting cards, reading glasses, food, beverages, etc., that we do not sell online due to the nature of these products. What beauty and wellness services do you offer? Ukleja: We staff our beauty areas with licensed estheticians who can help customers identify the best skin care and cosmetics for their skin types. Many stores offer mini-makeovers and minifacials with select skincare brands and 72 August 2013 | beautystorebusiness.com Who would you say is your closest competitor, and what makes Pharmaca different? Panzer: Pharmaca's integrative model is so unique in the United States that it's hard to identify many direct competitors. Of course, chain pharmacies and naturalfoods retailers offer some of the same product selection and services, but not in the same format or with the same level of service offered by our practitionerstaffing model. That model is really what way to offer our customers a more convenient, comprehensive beauty experience. Which trade shows will you be attending in search of beauty products? May manufacturers contact you directly if they're interested in being a part of Pharmaca? Ukleja: We'll be at Cosmoprof [North America], of course! I also attend ISPA, the Green Spa Network and the Global