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CVS Pharmacy pilots BeautyIRL beauty format

Beauty shoppers in select CVS Pharmacy stores are about to get an entirely new experience. The retail arm of CVS Health said Friday that it would be rolling out its new BeautyIRL store-within-a-store beauty format — which also will include in-store beauty services provided by through a partnership with GlamSquad — in three markets.

The BeautyIRL format features nearly twice the space as a typical CVS Pharmacy beauty section, the company said, adding that it would include a #TrendingNow wall to showcase new, trendy and socially driven indie brands. It also will feature a Mini Must-Have boutique where shoppers can create their own bag of miniature beauty products, as well as a Test-and-Play Hygiene Bar staffed by CVS Beauty Consultants and Brand Boutiques to showcase one brand in a boutique-style layout.

Among the GlamSquad services offered in the BeautyIRL format will be blowouts, dry-styling and braids, 30-minute makeup refreshers and skin care services — all of which can be done on a walk-in or booked in advance online.

CVS Pharmacy said the new layout was aimed at encouraging the discovery of current trends and new brands. The first stores are debuting in Massachusetts, Connecticut and Florida, with two stores debuting the format in the Sunshine State. The company plans to roll out additional locations in 2019, when it said it also would bring the BeautyIRL product offerings online.
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