By  on February 18, 1994

DALLAS -- Chanel and Calvin Klein are not the usual kind of neighbors you find on the shelves of a drug store.

Maybe that's why the Village Pharmacy at Highland Park Village shopping center here is able to do a brisk business: It stocks a variety of prestige cosmetics brands and unusual beauty lines from Europe. In business now for two years, the store had beauty sales last year of $57,000, 30 percent over plan. Sales this year are planned to jump at least 20 percent to over $68,000, according to Wilhelmina Von Heflick, beauty buyer and consultant.

Beauty takes up about 15 percent -- more than 800 square feet -- of the space at the 5,500-square-foot store, which is owned by Willard and Fran Cox.

On a yearly basis, the beauty business breaks down to: Treatment, 30 percent of sales; color cosmetics, 25 percent; bath and body products, 20 percent; nail care, 15 percent, and fragrances, 10 percent.

"We're seeing the most growth in the treatment, bath and nails categories," said Von Heflick. "People want to take good care of themselves. And they're making the bath like a spa, which is therapeutic, with stress levels running so high."

The store's best-selling treatment lines are Elizabeth Arden, Aida Grey, Almay and L'OrÄal, along with lesser-known European brands such as Soins Complice, La Via Lattea and Kalemata, which focuses on the eyes.

Hot bath lines include Elizabeth Arden Spa, Pact, Perlier, Kristal, Kneipp, Yardley and Vitabath.

Strong nail brands are Nailtiques and Barielle.

"Women want simplicity and products that work," said Von Heflick.

Von Heflick is no stranger to making sales. The articulate blonde, a former house model for Elizabeth Arden in New York, is also the former manager of an Yves Saint Laurent Rive Gauche boutique here that has since closed.

A visit to the store will almost certainly find Von Heflick hovering near the long, winding glass beauty counter.

A customer who has just picked up a prescription from the pharmacy passes by and pauses in front of a well-stocked Nailtiques display. The customer explains to the gently inquisitive Von Heflick that her nails are nearly always too brittle.

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