CVS Could Soon Stand for "Central Vanity Station"
A few weeks ago I ran out of my moisturizer, but had to settle for a “hold-me-over” at my local CVS since I didn’t have the time to visit Sephora. I walked to the normal space in the front corner of the store where the beauty products were always housed, but what I found wasn’t what I was expecting. Halogen lighting dimly peeked through the glass that replaced the ugly metal shelving and a pleasant well-dressed woman stood behind a podium and asked if I needed any help finding something. Had I walked into the right store? This is CVS?
My positive reaction to the amped up beauty offerings was obviously one of many. According to Women’s Wear Daily, the chain just released drafts to open beauty emporiums called Beauty 360 beside their drugstores that will house what they call “department store or specialty store” skincare, fragrance, and cosmetics brands. The store will be its own entity with a breezeway to walk from the regular CVS to the new Beauty 360.

This effort has been in the works for a few years now, but thanks to the consumer frugality in our present economy—the concept finally took flight.
Recessionista points go to CVS for honing in on a way to position luxury products to the thrifty consumers that frequent their regular stores.
For example, I know I like certain mass-market beauty products like Maybelline mascara, but I prefer luxury skin care products like Fresh Soy Face Cleanser. If this concept takes off I will have a one-stop shop for all my beauty needs. Whether Fresh will be participating is undisclosed as is the entire list of the 32 brands that they will be carrying.
If successful, CVS will be competing with
Sephora,
BlueMercury,
Ulta and
Space NK in the new category of beauty stores that carry brands previously exclusively distributed to department stores. CVS’s current real estate is said to be Beauty 360’s competitive advantage. Sixty percent of females live within a 5-mile radius of a CVS so with the future expansion plans (500-1,000 units) this concept would almost definitely affect every female reading this post.
Pretty soon we might be able to buy Christian Dior Eyeshadow while we pick up our prescription and get some milk all in one place.
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