Skin Care Center Introduces New Prestige Brands to Mass Beauty Retail; connects consumers to innovative, personalized skin health solutions with advanced diagnostic tools, experiential education and more
CVS Pharmacy is testing a new Skin Care Center format, launched at three CVS locations, with a full “shop-in-shop” beauty experience to provide enhanced access to skin health innovations.
“With the success of our BeautyIRL retail formats, we are taking a step to deliver new health-focused, innovative offerings with our Skin Care Center, an enhanced shopping experience designed to help customers navigate personalized skin health solutions,” said Andrea . Harrison, VP Merchandising, Beauty & Personal Care at CVS Health. “We have proven our ability to influence the industry and we will continue to increase that impact through tailored experiences and purposeful commitments that inspire confidence, discovery, self-expression and confidence in our customers.”
Building on the success of CVS Pharmacy’s BeautyIRL experiential retail format, Skin Care Center was developed to help consumers address individual skin needs with tools, education and products previously only found in prestigious beauty stores – alongside clinically proven mass skin care brands. Highlights of the new format include:
active prestigious brands such as Wander Beauty, Blume and Volition Beauty – all new to CVS.
- Blume and Volition Beauty are also entering mass beauty retail for the first time, through direct brand partnerships with CVS Pharmacy.
Dermatologist tested and recommended mass market brands such as Cerave, La Roche-Posay and Vichy.
Skin on location diagnostic tools to help consumers assess their specific needs – and identify customized skin solutions – by leveraging SkinScope’s advanced LED technology and ModiFace’s Derm Skin Analyzer.
Guidance from CVS Beauty Consultants — including licensed cosmetologists — all trained in diagnostics by L’Oreal experts.
Innovative navigation elementsincludes signage “stories” highlighting:
- Education about “beauty from within” supplements and vitamins
- Ingredient-based solutions for issues like elasticity, acne scars, puffiness and more
- Dermatologically tested and recommended options
- Effective products that address the unique concerns of melanin-rich skin
- Build a routine step-by-step: cleanse, prep, treat, moisturize, protect, mask and peel
- Solar products that meet the diverse needs, lifestyles, skin tones and preferences of customers
Test experiences in store and custom sample offers
Purchasing in the fixture via mobile checkout
“We are delighted to be selected as one of the few brands to have pioneered the new CVS Skin Care Center store concept,” said Patricia Santos, founder of Volition Beauty. “If there’s one thing we’ve learned about retail from the COVID pandemic, it’s that consumers want to buy prestigious beauty in convenient retail locations where they already shop. The CVS Skin Care Center offers Volition Beauty proximity with dermatologist-tested and recommended brands that serve to enhance the clinical performance of our formulas.
In addition, CVS Pharmacy has eliminated skin care products with an SPF below 15 off the shelves and, through the Tested to be Trusted program, requires third-party testing of all vitamins and supplements sold in CVS stores and on CVS.com. In 2018, CVS also introduced its BeautyIRL store concept, a highly interactive format designed to provide a more inspiring, interactive shopping experience.
As part of its ongoing mission to deliver personalized and tailored health and wellness solutions to its customers, CVS Pharmacy has also launched a pilot program with personalized digital brand experience technology company Revieve, to deliver skin diagnosis and makeup virtual try-on experiences. offer. . This pilot will be launched in all 600 CVS Beauty Service Stores, which have a fleet of highly skilled Beauty Sales Consultants whose knowledge and experience extend beyond personal care trends, bridging beauty, health and wellness. The digital experience will replace the existing physical tester program as one of the many tools CVS offers its consumers to make confident, informed purchasing decisions.
The Skin Care Center format is now in select CVS pharmacy locations in New York, NY; Woodland Hills, CA and Walnut Creek, CA.