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Name: The Perfect Look

Type of business: Retail and wholesale cosmetics.

Address: Lakewood

Telephone: (908) 346-2984

Number of employees: 2

Founded: June 2005

Top officers: Aaron Weiss, owner; Faigy Weiss, salesperson and makeup artist.

How would you describe your business?

"We sell retail and wholesale cosmetics by appointment. Our products are high end. We try to get the best product out there," said Aaron Weiss, owner. "Our approach is personal with my wife, Faigy, a certified make-up artist having make-up parties and individualizing a range of products for our friends and associates who come to the house. My wife also specializes in makeup application for weddings and bar mitzvahs."

What makes your business special?

"We sell high-end quality cosmetics at a lower price from different manufacturers whose products also go to higher end brands. We also sell cosmetics that are certified for Passover. Our personalized approach also makes our business special."

What goals do you have for the business?

"It's not a real public outlet. A few months ago we were considering starting a store or a Web site but reconsidered and are remaining as we were. We do have our products in a few retail outlets, and we may expand that, but our goal is to continue running our business concentrating on selling our products and offering personal services through referrals."

How has your business changed?

"Since we started, others have started doing what we are doing. The competition did increase a lot. We were challenged for a time by those who would undercut us by providing a cheaper product. We decided to get nicer packaging and stick with our prices because we want to separate ourselves from the lower end. Our business has moved on to selling more products as compared to providing services."

What was your most important deal?

"Bringing in a marketing person to advise us on how to deal with the increased competition we were getting. He was the guy who really pulled us up. It was before the Passover season. Passover season is a very important season. We were considering lowering our prices. The marketing person told us lowering prices wasn't gong to work, was a waste of time, and that the other party was trying to put us out of business. Instead, he urged us to improve our packaging and advertising. Then a few months later he asked what our numbers were and they had improved over the previous year."

What changes do you expect in your business in the next 10 years?

"I'm taking this business day by day. I'm not so interested in having my wife become busier. I'm graduating with my master's in accounting and hope to be able to be able to bring in a nice income from that."

What is the most important thing you've learned in your business?

"I learned a big lesson through the marketing expert that marketing and branding does work. When I saw the comparison of what the business made last year compared to this year based on following his advice, I realized that the marketer did know what he was doing."

What advice would you give to someone considering your line of work?

"People ask this question of my wife a lot of times. Many attempt to work the same business style as we did like through word of mouth. But we've seen them fail. Just because you have knack for this work, it doesn't mean you won't fail. It's very hard starting up a new business."

Is there anything else you would rather be doing?

"My wife enjoys this a lot but we're not looking to make this our life."