East Hampton, N.Y.’s White’s Apothecary, formerly White’s Pharmacy, always catered to the well-heeled beauty consumer. But now the renovated landmark, which held a grand reopening on May 23, has the service and expanded product selection to match the clientele.
The event was attended by a number of beauty executives, including Nest Fragrances founder Laura Slatkin.
The timing couldn’t be better as the beauty industry searches for incubators to support up-and-coming brands, while offering expansion for established lines. “I’ve been telling brands for years we can nurture them,” said Diana Dolling-Ross, the marketing director for the drugstore’s new owner, Nyco Chemists, and the brainchild behind the overhauled beauty boutique. Nyco — which operates other upscale apothecaries, including City Chemist in Brooklyn Heights — acquired the 3,000-square-foot White’s store last August.
Dolling-Ross is no stranger to doggedly pursuing premium brands. She enticed La Mer to distribute to her first project, an upscale drugstore in Ridgewood, N.J., and she convinced numerous brands to give the City Chemist store a shot. When Nyco purchased White’s, Dolling-Ross took to the streets near the store to find out what the locals wanted. “When I first visited the store, there were cashiers, but no one was selling. I saw so many opportunities,” she said.
White’s already stocked Estée Lauder, Clinique, Clarins, La Mer, Bobbi Brown, Yves Saint Laurent and Shiseido, but the products were obscured by antiquated fixtures. Dolling-Ross renovated the department to look like an elegant Hamptons home. She added brands including Smashbox, Santa Maria Novella, Molton Brown and Laura Mercier in response to shopper requests. For men, she expanded the selection to include Jack Black and The Art of Shaving. Sensing summer residents wanted items for homes, she enlarged the candle and diffuser selection. There’s a bigger emphasis on hair with space for a blow-dry bar and plans for educational events bringing in beauty experts. There’s a privacy area for services, too. She said that once the store was updated, shoppers noticed brands that had been there all along, but hidden on outdated fixtures. “People come in now and say, ‘Oh you carry Bobbi Brown,’” she said.
She also promotes the correlation between health and beauty by working with pharmacists to suggest sun care to patients using photosensitive drugs or skin care to those on medications that dry out skin.
Dolling-Ross is far from done. She has a wish list of brands topped by Tom Ford and Chanel. “We have the right customers and the closest mall competitor is over an hour away,” she noted. Plans are in place for events, ranging from makeup consultations to heath seminars, to keep sales buzzing year round. The store is staffed by at least six or seven trained beauty consultants at most times.
“What beauty customers want is selection, knowledgeable customer service and an occasional [gift with purchase],” Dolling-Ross quipped.
Exclusive: Nicola Formichetti is parting ways with @diesel after nearly four years. Formichetti, who served as Lady Gaga’s stylist in 2009, joined Diesel in 2013 as creative and artistic director. His first show debuted in Venice with a show held at the Venetian Arsenal. #wwdfashion #wwdnews
The polo shirt - an icon of preppy style - is roaring back into fashion in many creative guises, like this A-line polyester top from @carven, worn with @31philliplim cotton and elastane pants. Designers stretched a fashion classic into all kinds of new permutations this season. See how @mayteallende styled the preppy trend on WWD.com #wwdfashion (📸 : Kinya)
(Market Editors: @andrew_shang and @elmercer, Makeup: @amandawilsonmakeup using @fentybeauty, Hair: @gonn24, Model: @bara_holotova at @women360mgmt)
“I do like period [projects] a lot because I like creating those worlds, a world that is different from today," costume designer Mark Bridges said about the '50s British couture featured in @phantomthread. Bridges created the overall aesthetic and individual fashion looks for the film, which stars Daniel Day-Lewis, Lesley Manville and Vicky Krieps. Pictured here is a gown he designed for Krieps who plays Alma – the love interest of Day-Lewis' character, Reynolds Woodcock. #wwdfashion
@prada is embracing the holiday season with a series of short movies about the art of gift-giving. "The Postman's Gifts", which was directed by American filmmaker Autumn de Wilde, focuses on the brand's signature Prada Galleria bag and features Elijah Wood as the postman. In the first two episodes, Wood's delivers the iconic bag to @emmaroberts, who plays herself as a movie star, and Sasha Frolova. #wwdfashion
“I think I never met the person while we were working,” Vicky Krieps said of Daniel Day-Lewis, who she plays the love interest of in “Phantom Thread.” Day-Lewis remained perennially in character, so much so that she feels she’s just meeting him now. “It’s interesting to see how different he is in real life to the character,” Krieps said. WWD sat down with the 34-year-old actress to talk about her new role in the period film, which brings the fifties’ gender dynamics into the mix. Read more on WWD.com. #wwdeye (📷: @lexieblacklock)
@gucci has expanded its “Places” project to include six new cities. The initiative, which was first unveiled in July, aims to invite people to explore inspirational locations for the brand. On the list is the Biblioteca Angelica library in Rome pictured here. See the other five new venues on WWD.com. #wwdfashion (📷: @massimo_listri_official)
#ad From tools to lashes, WWD rounded up wellness and beauty products guaranteed to take your skin care and makeup routines to the next level in 2018. Follow along as @laceandleatherbyelyse, @ashnfashn and @elleisalwayshere experiment with these products on their Instagram profiles and blogs. #NewYearBetterYou
Blogger @camilacoelho is one of the fastest growing beauty influencers around the world. The bilingual blogger has worked with brands like @revolve Beauty, @dior, @louisvuitton and more and has an Earned Media Value of $34,338,441, according to @tribedynamics. But Coelho isn’t the only influencer making a major impact — head to WWD.com to see the other fastest-growing influencers in six key global markets. #beautyfridays (📷: @zefashioninsider)