Much has been said of the consolidation of the drugstore industry over the past 20 years and the demise of independents. In the Eighties, there were 40,000 independent drugstores in America; today there are fewer than 20,000.
But a new store in Brooklyn provides hope that independents could sprout again and thrive, especially in beauty. Located in the chic Brooklyn Heights’s neighborhood on Montaque Street is City Chemist. The store officially opened for business in July, but a “Big Brooklyn Beauty Bonanza” was staged last Friday complete with Brooklyn delicacies such as egg creams, Brooklyn Pizza, knishes and bagels with lox.
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Diana Dolling Ross, who helped usher in premium products to an independent drugstore in New Jersey, is spearheading the efforts at City Chemist. She’s bringing with her knowledge of what sells in upscale urban areas. That was evident at the event which included makeovers from Smashbox and Paula Dorf, spa treatments by Dr. Hauschka, hand treatments by Ahava and hair consultations. Ramy was on hand performing brow services. Ramy also launched a new lip gloss called Luck Be a Lady and a percentage of that new gloss goes to Project Ladybug.
Project Ladybug is a cause supported by Dina Manzo of The Real Housewives of New Jersey fame who made an appearance at the store to tout the nonprofit foundation that raises money for children with cancer. “We’re excited about this and the color is so beautiful,” said Ramy who has a sizable presentation in the store.
Manzo greeted shoppers and showed her unique Ladybug items for sale. “I am from Brooklyn,” she said. “I am so glad to see a store like this.” The entire event benefited Julien’s Project Ladybug Fund at Memorial Sloan-Kettering Hospital in New York.
Women out on the street were heard sharing a sense of excitement about the store opening and about catching a glimpse of Manzo. Although there’s a Rite Aid a block away, neighborhood shoppers said there were few places in the area to get beauty products. The lineup at this store includes, Perricone MD, Caudalie, Bumble & bumble, Bond No. 9 and Anthony Logistics for Men. Behind the luxurious prestige area is a large mass collection of the fastest-sellers such as Great Lash mascara. Dolling Ross hopes to continue to bring in new brands as well as incorporate community events such as those she staged at Town and Country in Ridgewood, N.J.
There’s also a huge candy department inspired by Dylan’s Candy Bar, as well as accessories and gifts. The pharmacy area is located in the rear of the store and is quickly building its prescription base, according to City Chemist owners.
City Chemist represents the type of drugstore that might just be ready to reemerge in American retail. There’s a mixture of mass and class plus service. There are at least four full-time beauty consultants. The store, however, also fits snugly into the fabric of the neighborhood with patrons coming in and chatting. There is a sense of community and trust in the beauty department and the pharmacist.
Perhaps more stores like City Chemists will help put independent drugstores back on the map.
People, Place and Things
A few words with Diana Dolling Ross, beauty consultant for City Chemist. Dolling Ross is the brainchild behind the upscale beauty presentation at Ridgewood, N.J.’s Town and Country. When she couldn’t get upscale brands to sell her store many years ago, she marched right to headquarters and insisted executives see her store. She was able to lure the likes of Clarins, Clinique and Stila.
WWDBeautyNews: How did you decide what brands to carry?
Dolling Ross: I’ve done my homework and I knew what sold well in New Jersey. We have some exciting brands here like Bond No. 9 and Ramy. I also shopped around the neighborhood for what was lacking and went after what would fill in gaps.
WWDBeautyNews: Why did you decide to carry mass brands in this store?
Dolling Ross: Women cross shop. We really feel there is a blurring. We know that the same women how might want an upscale facial product want mass mascara. This assortment represents the best of the mass market like Maybelline Great Lash. We might even expand this department based on need.
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