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Every store has its gimmick. Then again, a silvery nail polish she likes -- called, she thinks, Obscenity -- is one block south at Face Stockholm. With black-lacquer packaging for everything from $20 lip glosses to inexpensive blotting papers, all displayed in calming, bone-color cases, Shu Uemura is perhaps the most starkly beautiful of the stores, if the most intimidating. ''The one-brand stores will have a great difficulty in surmounting that historic habit. ''The American woman has one quote, unquote, failing, which is a love of selection and variety, '' he said. Other sets by this creator. The biggest news along Skin Row, as the new cosmetics district has been dubbed by the beauty industry, is next week's opening of Sephora, France's largest perfume and cosmetics retailer. But the creepy Zen calm is perhaps the appropriate ambiance for Mr. Uemura, a man given to pronouncements like, ''Listen to the voice of your skin'' and ''There is a circle to beauty. Not the one Mayor Rudolph W. Nail polish in square bottle crosswords. Giuliani fumes about, but rather the kind that plies toners, moisturizers and other forms of hope in a bottle. Find each of these words and underline it. This was probably not how he planned to spend his day.

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''Since the early 90's, department-store traffic has continually slowed, '' he said. Origins is so environmentally friendly that one willowy blond shopper wondered aloud why the green-and-khaki-clad staff members were impersonating forest rangers. ''The whole idea is to get individual brands out of the clutter of department stores, '' said John Ledes, editor and publisher of Cosmetic World, a trade magazine. ''I don't think the single-brand stores can succeed economically, '' Mr. Ledes of Cosmetic World said, adding that Sephora seems to have the best chance in SoHo for long-term success. Something strange is happening in SoHo. The stores are even designed like galleries, with soaring spaces and high-tech installations. Lee ignored them, opting instead for the $10 bottle of Charm glitter powder she was going to buy to begin with. Nail polish in a square bottle crossword. Recent flashcard sets. Students also viewed. Makeup Forever, for instance, lures strollers inside with a woman whose indigo toenail polish matches the jeweled bindi on her brow. For example, ''energizing sense'' products are for a woman who wants extra power and firmer-looking skin; ''nurturing sense'' products are for one who craves comfort and nourishment.

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L'Occitane uses Braille on most of its packages. It seems it's no longer enough for makeup to make a woman simply look better. Terms in this set (38). Jacalyn Lee, a woman with delicate dreadlocks gathered in a ponytail, hunched over one of the store's many computers the other day, her brow furrowed in concentration. She sits in the window painting henna designs on skin. Nail polish in square bottles crossword. Allan G. Mottus, editor of The Informationist, a cosmetics industry trade publication, confirms the disaffection.

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Shu Uemura, a Japanese makeup artist, opened his high temple of beauty on Greene Street in November. The SoHo stores are going to great lengths to distinguish themselves in the eyes of consumers, even though almost every one, echoing the industry's marketing catch phrases, says it is ''about color, '' ''about choice'' and ''about creativity. ''In a department store, you're assaulted by women spraying you with perfume and almost forcing you into a makeover in an effort to sell, sell, sell, '' she said. ''And I promise you, men will feel comfortable shopping here, '' said Sherry Baker, vice president for international marketing. L'Occitane, a skin- and hair-care company from Provence, opened a branch on Spring Street in October.

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The first of 14 planned American outlets, the Sephora at 555 Broadway is a 9, 000-square-foot behemoth selling strictly up-market brands. ''Peace and a smooth complexion. In the meantime, the great migration of single-brand stores to SoHo continues. Her tattooed and branded boyfriend stares coolly into the distance, contemplating a nonexistent horizon. ''The meatpackers have their district, the financial guys, the garmentos, the flower people -- they all have theirs, '' said Marcia Kilgore, owner of Bliss Spa on Broadway. ''People are sick of it. Within the rectangle bordered by Broadway, the Avenue of the Americas and Houston and Spring Streets, there are at least six day spas and nine beauty-product retailers, many of which sprang up in the last nine months.

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Perhaps more than any other place, Shu Uemura takes this philosophy to heart. ''An effort to bring the benefits of natural beauty to blind and partially sighted people, '' the store's catalogue explains. At Shiseido's 2, 700-square-foot 5S, a mid-price cosmetics line geared toward women in their 20's and 30's, there is the muted sound of running water coming from somewhere. Verb) Computers many purposes.

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Whether beauty becomes as integral to SoHo as fish is to Fulton Market is an open question. Perhaps someone will one day write a dissertation about this philosophy, but suffice it to say that it has to do with how you want to feel and knowing which products will help you feel that way. Later, she might have her skin exfoliated to the strains of Enya at Haven, a New Age day spa on Mercer Street. And they want to offer a form of artistic satisfaction, which means visual excitement, spiritual enrichment and lots and lots of people-watching. And in May, Shiseido politely muscled in with 5S (that stands for ''Five Senses'') on Prince Street. At this point, a confusing array of 5S products popped onto the screen. Sephora promises a wall of more than 400 lipsticks, a skin treatment library, organized by problems and solutions, and a fragrance organ, a display where shoppers can dab and spritz at will. The store's design is, to say the least, arresting: the womblike circularity of the displays; the black, white and red color scheme; the laptop computers (for finding product information on the Internet), and the cavernous space make the store seem like a cosmetics mother ship built by the engineers of the Starship Enterprise. By the end of the year, Helena Rubenstein plans to open a space on Spring Street, which will be both store and day spa. The skin trade has moved in. Ms. Lee hesitantly clicked on phrases like ''revive your spirit, '' ''need willpower'' and ''empowering. '' The computer suggested words for how she was feeling, or wanted to feel. Photographs of ethnically diverse models line the walls.