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.