03.30.12
So much for selling prestige cosmetics in a drugstore setting. The retailer will close all 25 Beauty 360 locations and cease operation of the boutique’s e-commerce business on May 19. Originally, plans called for CVS to open 50 Beauty 360 outposts in its first year, and to reach 500 units within a few years. CVS did manage to outfit 25 doors (mostly on the West Coast) with the concept within about a year, but stalled there.
CVS offered niche beauty brands the promise of an upscale, open-sell environment and wide distribution. With some 6,800 CVS stores at the time, it was well beyond what Sephora or Ulta could offer.
Smaller, niche brands, such as Vincent Longo, Mario Badescu, Cargo, Freeze 24-7, Paula Dorf, Laura Geller and Pop Beauty, embraced the concept. CVS’ aim was to ultimately attract an anchor brand, along the lines of an Estée Lauder, but the department store establishment stayed away.
CVS offered niche beauty brands the promise of an upscale, open-sell environment and wide distribution. With some 6,800 CVS stores at the time, it was well beyond what Sephora or Ulta could offer.
Smaller, niche brands, such as Vincent Longo, Mario Badescu, Cargo, Freeze 24-7, Paula Dorf, Laura Geller and Pop Beauty, embraced the concept. CVS’ aim was to ultimately attract an anchor brand, along the lines of an Estée Lauder, but the department store establishment stayed away.