CVS/pharmacy Beauty Board gets makeover


WOONSOCKET, R.I. — CVS/pharmacy has unveiled a "makeover" of its Beauty Board, a panel of beauty experts who provide interactive content and advice for fans of the CVS Beauty Club Facebook page.

Launched in June 2011 to bring exclusive beauty insight and real-time advice to ExtraCare Beauty Club's 12 million members, the updated Beauty Board will include a panel of experts who are able to provide more personalized answers to fans' beauty questions. Along with direct access to the new Beauty Board, the more than 320,000 fans of the CVS Beauty Club Facebook page also will find new ways to interact with the experts and receive beauty content.

Dr. Dina Strachan, a New York-based, board-certified dermatologist, joins the Beauty Board to offer expert skin care advice, answering the needs of fans who ask about skin care concerns more than any other beauty topic. On call for fans, Strachan will present solutions for pressing skin care issues, providing personalized advice on everything from anti-aging to acne, along with individual product recommendations. Strachan is an assistant clinical professor at New York University and is a fellow of the American Academy of Dermatology.

Strachan joins resident Beauty Board member, celebrity makeup artist Mickey Williams, who will continue to offer fans tips on makeup application, how-tos on the latest hairstyles, and the inside scoop on the hottest trends and newest beauty products. Wiliams regularly works with such celebrities as Amy Adams, Aisha Tyler, Emma Roberts and Debra Mazur, and also is a frequent on-air guest for television beauty segments nationwide.

The Beauty Board also will welcome a rotating guest expert to provide even more beauty expertise to fans. Industry influencers, experts from leading beauty brands, and noted editors and bloggers will provide their perspective on the latest beauty trends and offer personalized answers to fans' beauty questions. Guest experts also will host live chats on the CVS Beauty Club Facebook page to provide instant answers and product recommendations to fan questions.

In addition to live chats and ongoing question-and-answer exchanges, the Beauty Board will appear in new videos exploring of-the-moment beauty topics, including previews of new products, how-to demos of the latest styles, answers to common beauty questions and more. Fans now also will have the opportunity to have their questions answered via Beauty Gets Personal video responses from the Beauty Board.

"After listening closely to the questions from our CVS Beauty Club fans, we've updated our Beauty Board to provide our members with access to a broader range of experts from across the health and beauty industries," stated Cheryl Mahoney, VP beauty for CVS/pharmacy. "The new Beauty Board is the latest way the ExtraCare Beauty Club is improving the beauty shopping experience, offering our members the accessibility and personalization that they have come to expect from CVS/pharmacy."

The Beauty Board makeover also will include a redesign of the Beauty Board Facebook tab, which now will include an FAQ section featuring answers and product recommendations from the board for previously asked beauty questions. Fans also will be able to find video content — ranging from what's new to beauty basics and skin care solutions — and more information on the Beauty Board members, including the rotating guest expert, on the dedicated tab.

The ExtraCare Beauty Club, which launched in January 2011, is an extension of the CVS/pharmacy ExtraCare Rewards Program and provides members with additional rewards on beauty purchases and other beauty-specific benefits.  ExtraCare Beauty Club members receive a 10%-off beauty shopping pass upon enrollment, $5 ExtraBucks Rewards with every $50 in qualifying beauty purchases and $3 ExtraBucks Rewards on the member's birthday, as well as special beauty offers throughout the year. Members also receive email newsletters with exclusive coupons, tips and new product information.

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