CVS Pharmacy launches new prestige brands to mass beauty retail

“With the success of our BeautyIRL store formats, we’re making a move to provide new health-focused, innovative offerings with our Skin Care Center, an elevated in-store experience designed to help customers navigate personal skin health solutions,” said Andrea Harrison, VP of Merchandising, Beauty & Personal Care at CVS Health.

“We have a proven ability to influence the industry and we’ll continue to expand that impact through customized experiences and purpose-led commitments that inspire trust, discovery, self-expression and confidence in our customers.” Building on the success of CVS Pharmacy’s BeautyIRL experiential store format, Skin Care Center was developed to help consumers address individual skin needs with tools, education and products previously found only in prestige beauty retail — alongside clinically proven mass skincare brands.

Highlights of the new format include: Efficacious prestige brands like Wander Beauty, Blume, and Volition Beauty — all new to CVS.

Dermatologist tested and recommended mass market brands like Cerave, La Roche-Posay and Vichy.On-site skin diagnostic tools to help consumers assess their specific needs — and identify customized skin solutions…