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Aug. 18--A touch of old New York is replicated in a new store concept at the Dillard's in Independence Center.

The bright neon and old imitation-brick walls help to highlight the long history of Kiehl's, dating to 1851 when it began selling skin-care, hair and body products at a family-owned pharmacy in the East Village.

Now Kiehl's products are sold internationally in specialty stores, online, through catalogs, through its own stores and through new store-within-a-store in select Dillard's stores.

The Independence Kiehl's -- in a prime spot going into the mall -- is one of 27 such operations the company has opened across the country. It is selling Kiehl's entire line, some 220 products for women, men, children, babies, even pets and horses.

Kiehl's (pronounced "keels") is partnering with Dillard's in the new operation at 18805 E. 39th St., and it plans to open 21 more Dillard's locations by the end of the year.

"Kiehl's is a family brand, Dillard's is a family brand," said Chris Salgardo, president of Kiehl's USA, as he raised a glass of apple cider in a toast with Dillard's employees and customers Tuesday morning.

Dillard's and Kiehl's also donated $1,000 to the Ronald McDonald House Charities of Kansas City.

Salgardo joined Kiehl's as senior vice president of sales a decade ago but has been a Kiehl's customer for 22 years. He donned a dark suit jacket over a black Kiehl's motorcycle shirt.

As women picked up free samples and made some purchases, several men paid heed to Salgardo as he touted the men's line, including the Cross-Terrain Dry Run Foot Cream to use before games or a run, and the White Eagle Ultimate Brushless Shave Creme.

Sales of Kiehl's men's products increased 8 percent during the recession and overall sales are "very robust," he said.

The original Kiehl's Pharmacy blended cosmetic, pharmaceutical, herbal and medicinal knowledge to develop products that have been passed on for generations. Longtime customer favorites include Musk Oil, Lip Balm #1, Creme de Corps lotion, Ultra Facial Moisturizer and Creamy Eye Treatment with Avocado.

Cosmetics giant L'Oreal purchased Kiehl's in 2000.

Kiehl's relies mostly on word-of-mouth advertising to build clientele and keeps its products out of all but a few exclusive retailers, including a traditional operation in the cosmetics department at Nordstrom in Overland Park and its 33 Kiehl's retail stores. The store-within-a-store locations kicked off last fall.

A Kiehl's presence had long been on the wish list for Dillard's Independence store manager Robbie Keeney.

"We completed our store remodeling last November and I wanted them for this spot," she said. "It's an honor to have Kiehl's because of its exclusive distribution and the type of line it is -- fine quality products."