CVS Pharmacy pilots Skin Care Center
CVS Pharmacy is stepping up its beauty experience for shoppers by piloting a new concept.
The retailer announced that its Skin Care Center format, which is launching in three locations, is set to feature a wholly owned shop-in-shop experience that will provide shoppers with enhanced access to skin health innovations.
Building upon the success of its BeautyIRL experiential store format, the Skin Care Center is developed to help consumers address individual skin needs with tools, education and products previously only found in prestige beauty retail, the company said.
[Read More: CVS Pharmacy enhances ExtraCare BeautyClub loyalty program]
“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, vice president 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.”
In the new format, consumers can find such prestige brands as Wander Beauty, Blume and Volition Beauty, as well as dermatologist-tested and recommended brands as CeraVe, La Roche-Posay and Vichy.
In addition, the center will feature on-site skin diagnostic tools to help consumers assess their specific needs and identify customized skin solutions by leveraging advanced LED technology from SkinScope and ModiFace’s Derma Skin analyzer.
Each of the locations will have guidance from CVS Beauty Consultants, including licensed estheticians who are all trained in diagnostics by L’Oréal experts.
[Read More: CVS Pharmacy attains 100% Beauty Mark compliance, enters new phase of effort]
Shoppers will see innovative navigational elements, including signage that highlights education around beauty from the inside out; supplements and vitamins; ingredient-based solutions for such concerns as elasticity, acne scarring and puffiness; dermatologist-tested and recommended options; products that address the unique concerns of melanin-rich skin; step-by-step routine building; and sun care.
“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 of 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." This news builds on CVS Pharmacy’s extensive track record of leading the industry with health-driven moves in beauty.”
In addition, CVS Pharmacy has eliminated skin care items with an SPF below 15 from its shelves and through its Tested to Be Trusted program, and required third-party testing of all vitamins and supplements sold in stores and online.
[Read More: CVS Pharmacy makes strides in Beauty Mark transparency efforts]
The Skin Care Center is now in select locations across New York; Woodland Hills, Calif.; and Walnut Creek, Calif.