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What women want

By LISA JONES TOWNSEL
Photos by Dan Bishop

January 2013

What woman doesnít want a quick beauty fix? Especially one that helps her figure out the best colors to match her complexion, features and personality in an instant. It almost sounds too good to be true, but local entrepreneur Jalem M. Getz may have the answer.

This fall, Getz launched Wantable.co, a website that urges the beauty conscious to stroll through a fun, photo-filled survey that helps determine their cosmetics needs. Within five minutes of potential customers making selections for eye color, hair color, clothing preferences and more, the survey reveals the style category that suits the inquirer, whether it be "Classic Chic," "Boho Beauty," "Rock Rebel" or "Glamour Girl." In each case, the category is defined horoscope style and represents a boxfull of products that are likely to match their makeup M.O. The best part is that each box (which can be purchased for $40) comes stocked with five to seven full-sized products from brands ranging from the well-known (Urban Decay, Bobbi Brown and Tarte) to the up-and-coming (Beauty for Real, MyFace Cosmetics and Color Club, among others depending on the seasonal offerings).

Getz, who selected the name Wantable for its urban definition of a desirable person or thing, says the site wonít be for every woman. But for those fashionistas who enjoy the discovery of new products and prefer to avoid the pressure pitches at the cosmetics counters, it may be a perfect pairing.

"We want to offer women the power of big store, but for each individual customer. Itís for the woman who wants to go beyond whatís on her list. Itís a whole other side of the shopping experience," says Getz, who works with a team of eight to customize boxes for customers and ship merchandise from a Third Ward office perch. "At Wantable, you can browse. Itís the experience of window shopping. We just try to eliminate those things that are not gems for you."

While the e-business currently specializes in matching women with cosmetics, Getz says the categories will continue to expand and, in future months, may include fashion accessories and possibly intimate apparel.

In essence, Wantable aims to give women the choices of a mall without the legwork. "Itís about de-cluttering the shopping experience to only those things based on their personal profile," Getz explains, who started and later sold the successful costume and party supply site BuySeason.com, "At cosmetics counters, theyíre not going to match you with the competitorsí products across the hall, but we stand in the middle and match you with products that are most suited for you regardless of brand."

 

 


This story ran in the January 2013 issue of: