Columnist Muriel Stevens: Beauty is more than skin deep

Wednesday, July 17, 2002 | 8:23 a.m.

Beauty supply shops are to dolls what "Monday Night Football" is to guys. I love wandering the aisles of these well-stocked stores looking for the newest secret to eternal youth.

It doesn't matter that very few products can back up the outrageous claims. It's all part of the fun.

The selection of beauty and hair products is vast and there are hundreds of alluring items just begging to be taken home. In every nook and cranny of these crowded stores are hidden treasures.

Unlike the West Coast Beauty Supply wholesale outlets that are "full service stores for the professional," most beauty supply houses sell to anyone. Of course, without a resale card the price is higher, but still less than at most drugstores.

Some stores, such as the dozen or so Sally's (at various locations around Las Vegas) and Brother's Beauty Supplies (on both sides of town), offer senior discounts. Assistant Manager Jarrell Charles at Brother's Civic Center store is always helpful, and the store is open seven days. Two cosmetologists are on hand to answer any questions.

Many of these shops are also beauty salons.

Beauty Center Salon and Super Store on Green Valley Parkway at Warm Springs Road is short on nail polishes, but offers a good number of professional hair dryers and hot rollers. They also stock the complete line of Tweezerman products. These well-made tweezers, manicure implements and nail accessories carry a lifetime guarantee for performance, and include free sharpening.

It was at the Super Store where I found Frownies, little gummed triangles that are moistened and then applied to the forehead to avoid frown lines. Frownies have been around for many years, long before Botox.

The strong stickum that secures them stays in place until removed in the morning. After a few weeks of faithful application the frown lines are smoother. Frownies are flesh-colored, so they won't scare a bed mate.

Sally's stores are nationwide. All its stores offer consumer and professional sizes (the best buy). Sally's does not have the large selection of major brand names that many other stores do, but it does have its own private label products and carries a large selection of makeup, hair accessories and much more.

Hair brushes of every size and description are available at all of the stores.

Prices for the same products at Atlas Beauty Supply on Maryland Parkway and East Flamingo Road are about 25-percent cheaper than at the Ulta stores. I shop the one in Green Valley. Shoppers should join their free Ulta club. Use the card each time you make a purchase, as purchases are recorded. Coupons applicable toward merchandise are issued every time $50 is spent. There's a time limit on the coupons, so don't forget to use them.

ESPNZone celebrates first birthday: It's birthday time at ESPNZone at New York-New York. Locals too will benefit as the SportsCenter Studio Store is offering a 10-percent discount on sportswear, souvenirs and collectibles -- Limited Edition Bobbleheads are excluded. Offer is good through Friday. This is good time to do a little holiday shopping for the sports fans who love all this logo stuff.