CVS Brings Beauty Full Circle
Yesterday was a big day—for a few reasons. First, it was the last day before what has become the most anticipated Election Day in recent memory, resulting in a barrage of last-minute campaigning by both candidates (read: online stalking from Michelle, Barack, and the rest of team Obama who have been really utilizing their extensive list-serve in the final hours of the race). It was also the opening of the first Beauty 360, CVS/Pharmacy’s ambitious new venture that intends on changing the way women shop for makeup. An established leader in mass cosmetics (who hasn’t perused the store’s drugstore beauty offerings when time and money don’t allow for a trip to Sephora or Ulta?), CVS is entering the upscale beauty game by bringing a wide range of prestige and niche beauty brands—from skincare and cosmetics companies like Dr. Brandt, Ahava, Laura Gellar, and Paula Dorf to men’s grooming and fragrance from Coty, Caron, and Clarins—to satellite stores adjacent to their large-scale neighborhood pharmacies. Accessed by a breezeway as well as a separate storefront entrance, the first Beauty 360 outpost opened in Washington, D.C. on Monday with a staff of trained and licensed aestheticians on hand to offer brand-specific signature services, including mini-manicures, express facials, hand massages, and makeup applications. Next up, Mission Viejo, California, with more openings planned for 2009. Being able to pick up your prescriptions and a jar of Freeze 24-7′s Eyecing truly is the way of the future.
Photo: Courtesy of CVS/Pharmacy