Melissa Meisel, Associate Editor02.11.19
CVS Pharmacy is planning to launch a new beauty store format called BeautyIRL after a big campaign in 2018. The shop-in-shop format features an expanded and completely re-designed beauty department, as well as in-store beauty services through a new partnership with GlamSquad makeup services.
What’s cool about this concept is most shoppers are looking to CVS for its staple mass market brands like Dove, Olay or Dial. Now, it opens up the doors to new players who want to come play with the big kids. Think of what’s going on at Target!
According to the company, the new BeautyIRL concept features nearly double the beauty space and is designed to encourage the discovery of new brands and trends.
This new store concept is debuting in three select markets – Florida (two stores), Massachusetts and Connecticut – rolling out to additional stores in 2019.
What’s cool about this concept is most shoppers are looking to CVS for its staple mass market brands like Dove, Olay or Dial. Now, it opens up the doors to new players who want to come play with the big kids. Think of what’s going on at Target!
According to the company, the new BeautyIRL concept features nearly double the beauty space and is designed to encourage the discovery of new brands and trends.
This new store concept is debuting in three select markets – Florida (two stores), Massachusetts and Connecticut – rolling out to additional stores in 2019.