CVS/pharmacy has launched its Beauty 360 store concept, which is designed to change the way women shop for prestige beauty. The concept, which debuted at DuPont Circle in Washington, D.C., offers an upscale shopping destination for the multi-faceted, time-starved woman. Using an experiential model of selling that is heavily focused on service and is conveniently located right in the customer’s neighborhood, Beauty 360 features a wide range of prestige and niche beauty brands from the skin care, cosmetics, men’s grooming and fragrance categories. Differentiating the stores from other beauty retailers, Beauty 360 will be staffed with trained and licensed professionals offering a unique suite of brand-specific signature services including mini-manicures, express facials, hand massages and make-up application, according to CVS.
“Beauty 360 is the natural evolution of CVS/pharmacy’s leadership within the beauty category,” said Mike Bloom, senior vice president of merchandising at CVS/pharmacy. “This new concept will redefine the beauty shopping experience by providing customers with access to prestige and niche beauty brands as well as an unparalleled level of service.”
A second Beauty 360 store is slated to open early this month in Mission Viejo, CA. Both the D.C. and Mission Viejo locations are adjacent to CVS/pharmacy stores and can be accessed via a breezeway as well as a separate store front entrance. More locations are being explored across the country for 2009 in markets where beauty performs exceedingly well.
Brands launching in the first two Beauty 360 locations include Dr. Brandt Skincare, Clean, P&G Fragrance, Laura Geller, Coty Fragrance, Sampar, Paula Dorf, Elizabeth Arden, Fragrance, Stendhal, Freeze 24.7, It Cosmetics, StriVectin, Borba, Juicy Couture Fragrance, Supersmile, ModelCo, Japonesque, Talika, Canyon Ranch, Lavera, Zirh, Fusion Beauty, Me Bath, Ahava, Bloom, Mineral Essence, Clarins Fragrance, Payot, Caron Paris and Perlier.
More info: www.cvscaremark.com