CVS Gives Beauty Sales a 360 Makeover
Lauren Garroni
August 22, 2008
With fashion brands likes Liz Claiborne and the Gap revitalizing their image, who says a drugstore can't do the same? Looks like CVS will be going the way of an "upscale beauty emporium" (think Sephora). The sub-brand stores, called Beauty 360, will be independent of CVS itself, with no mention of the drugstore anywhere. Beauty 360 will house fine skincare and cosmetic products -- probably no Wet n' Wild makeup in sight. Although the CVS is keeping the names of the brands secret, they did reveal they have signed on "32 lines," excluding fragrances. The first of these concept stores will be opening at year's end in a "major East Coast city" (Baltimore?), followed by a West Coast incarnation weeks later. A hundred more Beauty 360s are set to open throughout 2009.
Comments (2)
Posted by eightshulda won on Tue Nov 18, 2008 at 11.07 pm
wow Im surprised that you thought of such an original name, does this mean youve come full circle? should I expect carpet stores in the mall again? or are you really trying something unique? It would be very refreshing to see a store get it right! with great attention to the customer, your competitor sephora Lost it in that area it looks wore out in their stores and their merchandise has dust and their staff is too busy to help the customers in the store, I can only expect that you would take a long term strategy to really making a difference and not just creating the next new concept!
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Posted by maya on Sat Aug 23, 2008 at 12.05 am
HMMMMM! Just a thought....Shouldn’t the name be Beauty 180? If you do a 360 then you end up where you started from. If you started out not so beautiful, then Beauty 360 will take you around in a complete circle and bring you back where you started from. A 360 refers to the circumference of a cirlce. Many people use the phrase incorrectly. Doing a 180 takes you to the opposite point from where you begin. I would like to know the story behind how they came up with this name.