CVS Caremark launches prestige beauty store
Beauty 360 is the company’s attempt to enter the upmarket beauty segment and will showcase brands such as Dr. Brandt Skincare, Elizabeth Arden Fragrance, Juicy Couture Fragrance and Bloom.
Upscale service and prestige brands
The store promises to provide an upscale service, with trained beauty professionals manning the aisles and offering manicures, facials, hand massages and other services.
With the new prestige concept CVS is attempting to target what it refers to as the ‘multi-faceted, time starved women’.
“Beauty 360 is the natural evolution of CVS/pharmacy’s leadership within the beauty category,” according to senior vice president of merchandising at CVS Mike Bloom.
CVS pharmacies already stock a wide selection of personal care and beauty brands but this is the first time a dedicated store to the sector has been launched, and similarly the first time it is targeting the prestige sector.
“This new concept will redefine the beauty shopping experience by providing customers with access to prestige and niche beauty brands as well as unparalleled level of service,” he added.
New locations planned
The first Beauty 360 store opened yesterday at 1350 Connecticut Avenue Washington D.C. neighbouring the already existing CVS pharmacy.
Early in December the second of the Beauty 360 stores will open in Mission Viejo, California.
According to the company, new locations are planned for 2009 in markets ‘where beauty performs exceedingly well’.
