CVS Pharmacy pilots new beauty format
Beauty shoppers in select CVS Pharmacy stores are about to get an entirely new experience.
The retail arm of CVS Health has debuted a new in-store beauty format called BeautyIRL in four test stores, with two in Florida, and one each in Massachusetts and Connecticut. The new offering includes an array of brands not typically associated with mass market beauty retail, and in-store beauty services provided through a partnership with Glamsquad. Services include blowouts, 30-minute makeup refreshers and skin care services — all of which can be done on a walk-in or booked in advance online.
The format boasts nearly twice the space as a typical CVS Pharmacy beauty section. A #TrendingNow wall showcases upcoming, socially relevant indie brands. Shoppers can create their own bag of mini (travel-sized) beauty products, choosing from a selection of over 150 products. There is also a “Test-and-Play Hygiene Bar” staffed by CVS beauty associates.
CVS plans to add more in-store BeautyIRL shops in 2019, when it said it also would bring the BeautyIRL product offerings online.
The retail arm of CVS Health has debuted a new in-store beauty format called BeautyIRL in four test stores, with two in Florida, and one each in Massachusetts and Connecticut. The new offering includes an array of brands not typically associated with mass market beauty retail, and in-store beauty services provided through a partnership with Glamsquad. Services include blowouts, 30-minute makeup refreshers and skin care services — all of which can be done on a walk-in or booked in advance online.
The format boasts nearly twice the space as a typical CVS Pharmacy beauty section. A #TrendingNow wall showcases upcoming, socially relevant indie brands. Shoppers can create their own bag of mini (travel-sized) beauty products, choosing from a selection of over 150 products. There is also a “Test-and-Play Hygiene Bar” staffed by CVS beauty associates.
CVS plans to add more in-store BeautyIRL shops in 2019, when it said it also would bring the BeautyIRL product offerings online.