Most men just keep walking when they pass the cosmetics counter at Herberger’s. But for many women, they slow down to look. It’s a place where they can learn makeup tips, see new products and get a professional experience.

The Clinique counter has been a tenant of Herberger’s for 20 years, sharing the same space with other cosmetics companies such as Estée Lauder. It’s set apart, though, by its clinical atmosphere and enthusiastic counter manager, Coral Ringoen.

“I’m a huge advocate of Clinique,” Ringoen said. “It’s a great product. We’re guided by dermatologists but don’t try to be dermatologists.”

And it’s the word dermatologist that makes Clinique more than just a makeup counter.

“We believe no makeup looks good unless your skin is good,” Ringoen said. “We do mild spa treatments where we will remove all of a customer’s makeup, cleanse their skin thoroughly and help them rehydrate.”

Ringoen and her associates begin by asking a series of questions to pinpoint the strengths and weaknesses of a customer’s skin.

“The first question we ask is what the main concern the customer has with their skin,” Ringoen said. “We let them guide us to what products, makeup and skincare they need.”

But the customer may not always be aware of what the main problem is.

“Sometimes a customer will have a concern, but there is an underlying problem causing the concern,” Ringoen said. “We try to get to the problem, fix it and help them to have better skin and fewer problems.”

A better understanding of their skin is not the only thing a customer will walk away with, though. Ringoen also advises her clients on makeup application and technique.

“Everybody’s makeup techniques are different we just give them suggestions,” she said. “I tell my customers to pick and choose what works well for them.”

And with 20 years experience, Ringoen’s reputation precedes her, allowing her to build up an impressive clientele.

“I have three books full of customers who are my loyal customers,” she said. “Once they become a steady customer, they seldom get makeup applied, but I encourage them to if they want an update or to try something new.”

Passing the Clinique counter, you might take notice of its patrons. It just could be your daughter or your mom or your grandmother.

There is no target market, Ringoen said. “We work with all ages, from gals who are just starting to wear makeup to women in their 90s; we pretty much cover every category.”  

In like any other job, Clinique employees are an educated bunch, attending four seminars per year, according to Ringoen.

“There is continuing education with Clinique,” she said. “New employees go through training with me and seminars in the spring and fall.”

Sometimes, people stop at the counter just to look at themselves briefly in the large magnifying mirror. The mirror and bright lights are just part of what makes that area of Herberger’s feel more like a clinic. Ringeon wears a white coat for a reason.

“We have a strong clinical atmosphere and really subscribe to keep everything clean and hygienic,” she said. “But we’re not dermatologists and we don’t act like dermatologists.”

Clinique is a maker of cosmetics and toiletries owned by New York-based Estee Lauder Companies Inc. Milwaukee-based Herberger’s operates 41 stores in nine states and is owned by York, Pa.-based Bon-Ton Stores. Other Bon-Ton brands include Younkers and Carson Pirie Scott.