CVS does a 180 on Beauty360
WOONSOCKET, R.I. — CVS/pharmacy is shuttering all of its Beauty360 locations and ceasing operation of the Beauty360 e-commerce business to focus on the growth of its core CVS/pharmacy beauty business, the retailer confirmed on Wednesday.
As of May 19, all 25 of the Beauty360 locations will close and the e-commerce business will cease operation.
The upscale concept was unveiled November 2008 at a Capitol district CVS store in the center of Dupont Circle. The stores carry a wide range of prestige and niche beauty brands from the skin care, cosmetics, men’s grooming and fragrance categories. Plus, its staff of trained and licensed professionals offers a suite of brand-specific signature services including express facials, hand massages and make-up application. Aside from the high-end beauty offerings, Beauty360 sought to a major statement with its upscale décor and layout, which included a separate entrance.
“The first Beauty360 store opened in 2008 and kicked off a 25-store pilot that proved to be a tremendous learning experience for our organization. There have been many aspects of the Beauty360 concept that were positive. In the past four years, we have learned a great deal about our beauty customer through our experience with Beauty360 and plan to apply many of these learnings to future enhancements within our beauty department at CVS/pharmacy.
In 2011, we successfully launched the CVS/pharmacy Beauty Club and introduced our own exclusive beauty brand, Nuance Salma Hayek,” the company stated in a statement sent to Drug Store News.
The CVS Beauty Club marked the first beauty loyalty program introduced at a mass retailer. In the year since launching, the program has reached 10 million members.
“Nuance Salma Hayek has been met with both customer and industry accolades and also exceeded sales expectations for the year. This kind of success within our core beauty offering clearly demonstrates the tremendous opportunity we have to maintain and grow our leadership position in beauty through our over 7,300 CVS/pharmacy stores,” the company stated. The Nuance Salma Hayek beauty brand was developed in partnership with actress Salma Hayek.