CVS Pharmacy Pilots New Skincare Centers Stocking Prestige Beauty

CVS Pharmacy is piloting a new skincare center format at three CVS locations. According to the drugstore giant, it offers a wholly owned “shop-in-shop” beauty experience to provide greater access to skin health innovations.

“With the success of our BeautyIRL store formats, we are working to deliver innovative new health-focused offerings with our Skincare Center, an enhanced in-store experience designed to help customers navigate personal solutions from skin health,” Andrea said. Harrison, vice president of merchandising, beauty and personal care at CVS Health. “We have a proven ability to influence the industry and we will continue to expand that impact through personalized experiences and goal-driven engagements that inspire confidence, discovery, self-expression and confidence in our customers. .”

The Skin Care Center format is now available at select CVS Pharmacy locations in New York; Woodland Hills, California and Walnut Creek, California.

Building on the success of CVS Pharmacy’s BeautyIRL experiential store format which rolled out in 2018, Skin Care Center has been developed to help consumers meet individual skincare needs with tools, education and products that previously only found in the prestige beauty trade alongside clinically proven mass skincare brands.

The boutiques feature high-profile brands such as Wander Beauty, Blume and Volition Beauty, all new to CVS. For Blume and Volition Beauty, the pilot project with CVS Pharmacy marks their foray into mass distribution of beauty products. The conceptual centers also offer mass must-haves like Cerave, La Roche-Posay and Vichy.

On-site diagnostic tools can assess specific needs and identify personalized skin solutions by leveraging SkinScope’s advanced LED technology and ModiFace’s Derm Skin Analyzer. Plus, the boutiques offer advice from CVS Beauty Consultants, including licensed beauticians, all trained in diagnosis by L’Oréal experts.

CVS says there are additional navigational elements, including signage “stories” that highlight education on the “beauty from within” of supplements and vitamins as well as ingredient-based solutions. for issues such as elasticity or acne scars, and products that address the unique concerns of melanin-rich skin.

“We are thrilled to have been selected as one of the few brands to pioneer CVS’s new skincare center concept,” said Patricia Santos, Founder of Volition Beauty. “If there’s one thing we’ve learned about retail from the COVID pandemic, it’s that consumers want to buy premium beauty products from convenient outlets where they already shop. . The CVS Skin Care Center offers Volition Beauty pairings with dermatologist-tested and recommended brands that serve to enhance the clinical performance of our formulas.”