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Features upscale brands like Wander Beauty and Blume, mass skincare brands and guidance with on-site staff and technology.
July 7, 2022
By: Christine Esposito
Editor-in-Chief
CVS Pharmacy is piloting a new Skin Care Center format at three CVS locations. It features a wholly owned “shop-in-shop” beauty experience to bring enhanced access to skin health innovations, according to the pharmacy giant. “With the success of our BeautyIRL store formats, we’re making a move to provide new health-focused, innovative offerings with our Skin Care Center, an elevated in-store experience designed to help customers navigate personal skin health solutions,” said Andrea Harrison, VP of merchandising, beauty and personal care at CVS Health. “We have a proven ability to influence the industry and we’ll continue to expand that impact through customized experiences and purpose-led commitments that inspire trust, discovery, self-expression and confidence in our customers.” The Skin Care Center format is now in select CVS Pharmacy locations in New York City; Woodland Hills, CA and Walnut Creek, CA. Building on the success of CVS Pharmacy’s BeautyIRL experiential store format that was rolled out in 2018, Skin Care Center was developed to help consumers address individual skin needs with tools, education and products previously found only in prestige beauty retail alongside clinically proven mass skincare brands. The shops offer prestige brands like Wander Beauty, Blume and Volition Beauty— all new to CVS. For Blume and Volition Beauty, the pilot with CVS Pharmacy marks their foray into mass beauty retail. The concept centers also feature mass staples like Cerave, La Roche-Posay and Vichy. On-site diagnostic tools can assess specific needs and identify customized skin solutions by leveraging advanced LED technology from SkinScope and ModiFace’s Derm Skin analyzer. Further, the shops offer guidance from CVS Beauty Consultants—including licensed estheticians—all trained in diagnostics by L’Oreal experts. CVS says there are additional navigational elements, including signage “stories” that highlight education around “beauty from the inside out” supplements and vitamins as well as ingredient-based solutions for concerns like elasticity or acne scarring, and products that address the unique concerns for melanin-rich skin. “We're delighted to have been selected as one of the few brands pioneering CVS' new Skin Care Center retail concept,” said Patricia Santos, founder at Volition Beauty. “If there is one thing that we’ve learned about retail from the COVID pandemic, it's that consumers want to shop prestige beauty in convenient retail locations where they already shop. The CVS Skin Care Center offers Volition Beauty adjacencies with dermatologist tested and recommended brands that serve to reinforce the clinical performance of our formulas.”
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