Woonsocket, R.I. -- CVS/pharmacy is shuttering all of its Beauty 360 locations and ceasing operation of the Beauty 360 e-commerce business to focus on the growth of its core CVS/pharmacy beauty business, the retailer confirmed on Wednesday.
As of May 19, all 25 of the Beauty 360 locations will close and the e-commerce business will cease operation.
The upscale concept was unveiled November 2008 at a Capitol district CVS store in the center of Dupont Circle. The stores carry a wide range of prestige and niche beauty brands from the skin care, cosmetics, men’s grooming and fragrance categories. Plus, its staff of trained and licensed professionals offers a suite of brand-specific signature services including express facials, hand massages and make-up application. Aside from the high-end beauty offerings, Beauty 360 sought to a major statement with its upscale décor and layout, which included a separate entrance.
“The first Beauty 360 store opened in 2008 and kicked off a 25-store pilot that proved to be a tremendous learning experience for our organization. There have been many aspects of the Beauty 360 concept that were positive. In the past four years, we have learned a great deal about our beauty customer through our experience with Beauty 360 and plan to apply many of these learnings to future enhancements within our beauty department at CVS/pharmacy. In 2011, we successfully launched the CVS/pharmacy Beauty Club and introduced our own exclusive beauty brand, Nuance Salma Hayek,” the company stated in a statement sent to Drug Store News.
The CVS Beauty Club marked the first beauty loyalty program introduced at a mass retailer. In the year since launching, the program has reached 10 million members.