CVS's Beauty Department Is Going Through Its Biggest—and Best—Overhaul Yet
By Danielle Fontana, Digital Editor |
BeautyIRL, an in-store beauty experience introduced by CVS in 2018, is already getting an upgrade. Today, the one-stop-shop pharmacy announced the expansion of BeautyIRL to nearly 50 new locations—and a whole lot more to choose from—by the close of 2019.
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“In today’s rapidly evolving beauty retail landscape, customers want three things: brands, experience and service,” says Maly Bernstein, vice president, beauty and personal care for CVS Health. “As one of the nation’s largest health and beauty retailers, we recognized an opportunity to deliver a more inspiring, interactive in-store shopping experience for our customers and we’re excited to expand this format into additional markets.”
And an interactive experience is exactly what we’re getting. CVS’s expanded and redesigned beauty departments are now intended to be “stores within stores,” each with a strong focus on indie and social brands, mini versions of all of our favorite brands (think Peach & Lily and Weleda), rotational pop-ups and new beauty services through an exclusive partnership with Glamsquad, the brand reports.
Among the beauty services offered by GSW by GLAMSQUAD—oh, they’re also exclusively launching a new 50-piece masstige hair-care product line with Glamsquad—are dry styling ($20) and braids ($10), single-feature ($10) or full makeup applications ($35), professional ear-piercings by Studex, kids services ($15), tutorials ($15–$40), free lash application with purchase and, our personal favorite, on-site blowouts for $35. Yes, many stores will have in-store sinks to offer a professional shampoo and blowout while you shop—for stores without sinks, customers can arrive with wet hair ($30).
As for when we can expect this need-to-experience rollout, the brand plans to complete the expansion into nearly 50 CVS stores by the end of 2019. As of press time, the store concept is planned to launch in key markets including California, Connecticut, Florida, Hawaii, Massachusetts, Nevada, New Hampshire, and New York.