CVS/pharmacy serves up ‘Active’ beauty in new deal with Serena Williams

NEW YORK —Tennis star Serena Williams has stepped off the court to serve athletic beauty mavens products for lip, body and sun care through a new partnership with CVS/pharmacy. The retailer will install Active Lifestyle Skincare Destinations in its beauty departments nationwide.

Through the partnership with Mission Skincare, which was co-founded by Williams, the destinations can be found exclusively in more than 5,000 CVS locations as of November.

“Our customers are smart, savvy and constantly on the go. Whether they’re out for a run, chasing their kids around the house or cheering from the sidelines, they’re in motion,” stated Mike Bloom, SVP merchandising for CVS/pharmacy. “And with healthy living comes the need for skin care that meets your active needs. That’s where Mission Skincare steps in, with products developed and tested by the world’s greatest athletes for use by everyday people on the go.”

To celebrate the partnership, Mission is launching six new products: revitalizing lip therapy gel in peppermint, mega balm antioxidant lip refreshers in blueberry-pomegranate and acai-lemonade replenishing hand and body moisturizer and rejuvenating face moisturizer.

Mission Skincare was founded in 2008 by a group of top athletes, including Williams and professional soccer player Mia Hamm.