CVS Pharmacy expands BeautyIRL to nearly 50 locations

Gisselle Gaitan
Online Editor
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CVS Pharmacy is expanding the reach of its BeautyIRL experience.

The Woonsocket, R.I.-based retailer announced that the interactive beauty department would be reaching nearly 50 stores by the end of 2019 in such markets as New York City, Los Angeles, Miami and Boston.

Included in the redesigned beauty department are social and indie brands, a mini must-have shop, rotational pop-ups and new beauty services such as GSQ by Glamsquad, which is offered through a retail partnership with the company.

In addition, other services that are rolling out through the end of the year include express blowouts, dry styling/braids, single-feature or full makeup applications, and pro-level piercings in a partnership with Studex.

“In today’s rapidly evolving beauty retail landscape, customers want three things: brands, experience and service,” said Maly Bernstein, Vice President, Beauty and Personal Care for CVS Health.  “We are incredibly excited at how customers responded to our BeautyIRL format, which drew Millennials and Gen-Z customers at impressive rates and showed customer growth across several age groups. As one of the nation’s largest health and beauty retailers, we recognized an opportunity to deliver a more inspiring, interactive in-store shopping experience for our customers and we’re excited to expand this format into additional markets.”

As part of its continued partnership with Glamsquad, CVS is also launching GSQ by Glamsquad, which is a line of hair care, beauty tolls and daily routine heroes.

"GSQ by Glamsquad was created to bring the ethos of Glamsquad to a national market at an accessible price point,” Amy Shecter, the CEO for Glamsquad said. “This holistic line of complementary products across multiple categories includes hair care, beauty tools and accessories. We are excited to debut this brand at CVS as we share a similar mission: democratizing beauty and helping women look and feel their best.”