[media-credit name=’BRYAN FAUST/Herald photo’ align=’alignright’ width=’336′][/media-credit]This is the second part of a series featuring businesses new to the State Street area in 2006.

Prep Cosmetics, the newest addition to the 500 block of State Street, continues to contribute to the diversity of shops geared toward college students downtown.

Lauren Frank said she has always wanted to own a business, and noted the history behind her store goes back to her personal experience at the University of Wisconsin. Frank, 26, said the inspiration for Prep Cosmetics also came from her family, including mother and business partner, Meryl Jacobson.

"It's kind of funny, actually," Frank laughed. "I was an undergrad here, and when I was a freshman, I was frustrated by the lack of designer makeup around — sometimes you want something special."

With the store's presence in the heart of Madison's downtown area, Frank said she understands the importance of location for maximum business potential. The central location of Prep Cosmetics draws in pedestrians who are just passing by, she added.

"Being on such a pedestrian street, there is a very high visibility; people don't have to go out of their way to get to you," she said. "Makeup is such an impulse buy; I'm not going to get in my car and go all the way to the mall to get a new lipstick."

Business has been good for the store, according to Frank, who noted she sells nine brands of makeup. In addition, Frank said traffic in the store flows throughout the day, especially with college students looking for a good deal.

However, the store's success is not a complete surprise, Frank said.

"I grew up with a lot of really strong business people around me," she said. "I expected one day I would be too."

Prep Cosmetics is not the only up-and-coming establishment finding success on State Street. Mary Carbine, director of Madison's Central Business Improvement District, said new businesses are abundant, and are both important and exciting for the area.

"It is always cause to celebrate when new businesses open up and is important to keeping a vibrant and eclectic business mix," she said. "It's a sign of an active downtown."

Carbine also said demographics have a large influence on local businesses, adding that many new establishments, including Prep Cosmetics, are aimed at the younger market.

"It's really nice to see the mix of retail and service businesses complementing the food and dining and tavern businesses already there," Carbine said.

Frank agreed that new businesses are what make the downtown area different from many other cities.

"I think the sort of independent businesses on State Street really give Madison its character," she said. "It's so much different than the more generic strip mall [atmosphere]."

The city's originality, Frank added, is why she returned to Madison from Las Vegas to start her own business, adding that the clientele makes running a business fun.

"There is so much variety, but no pretension or shallowness that you find in other parts of the country," she explained. "I felt comfortable coming back here … it is such a great town, so low key, but still so eclectic and interesting."