CVS

WOONSOCKET, R.I. — Recently, CVS has been highlighting its exclusive line Enlite Super Face and Flawless Body. The collection reflects the industry’s efforts to offer consumers something the competition doesn’t have. In this case, the items are formulas not often found in mass retail.

When I started covering this business about 20 years ago, there was a lot of attention around channel blurring. With supermarkets and mass merchants adding pharmacy counters and expanding health and beauty, while drug stores added more food, the neat lines that the trade had once used to distinguish one retail channel from another were becoming harder to delineate.