DIGITAL EDITION EXCLUSIVE
assortment of products that will
be situated beside the pharmacy
checkout for maximum convenience.
These stations will also include
educational materials for those who
don’t have a chance to consult directly
with a pharmacist.
Going Natural and Organic
for Parents and Babies
With its revamped brand mix, CVS
now carries about 2,000 organic,
natural and “natural-inspired” beauty
products, according to the retailer. For
instance, CVS now carries Organic
Doctor, an organic-certified brand from
the United Kingdom.
The brand features a range of “Snail
Gel” powered skin care products, which
offers on-trend hydration. (In a nod to
its customers’ sensibilities, CVS notably
does not use the term “snail mucus.”).
The NSF-certified, CVS-exclusive
Promise Organic line introduced its
line of face and body products in 2015;
now, the brand is expanding into baby
care. The move is in line with a broader
trend of brands pushing into the baby
care space. For instance, Dove recently
launched Baby Dove, its first new U.S.
category since Dove Men+Care in 2010.
Targeting parents seeking safer,
gentler products for their children,
the CVS line comprises body lotion,
replenishing body wash with oatmeal,
synthetic chemical-free sunscreen and
a gentle diaper rash ointment.
Expert-approved Skin Care
Efficacy is a critical element of
the CVS skin care strategy, which
is why the retailer has expanded
its range of dermatologist-tested
brands with a point of difference.
For instance, the company’s Skin +
Pharmacy Advanced Acne Therapy
Kit leverages Microsponge technology
that encapsulates active ingredients
for a slow time release and less skin
Meanwhile, its sun products that
include an SPF amplifier to allow
consumers to apply fewer ingredients
while still delivering a higher SPF
K-beauty at the Pharmacy
Alongside its push to deliver better-for-you beauty, CVS is increasingly
focused on the trend-forward brands
that retail for a premium and create
savvy consumer excitement.
“To help improve customer
exploration and inspiration, a new
‘trend wall’ has been added to 2,000
stores featuring new launches
and niche brands,” according to
a company statement. “A beauty
discovery zone highlights on-the-go
options at checkout.”
CVS has also partnered with Peach
& Lily’s Alicia Yoon, who has been
a critical element in K-beauty’s
expansion across virtually every retail
channel. Yoon’s curated selection of
more than 100 K-beauty products,
dubbed K- Beauty HQ, will be available
in more than 2,100 CVS Pharmacy
locations. Some products will be
exclusive to CVS.
Yoon’s selections focus on
“innovative, eye-catching and easy-to-understand products, including benefit-focused masks, multi-step skincare
regimens, whimsical cosmetics and
innovative ingredients like egg oil, snail
mucin and more,” according to CVS.
The K-beauty collection will include
Yoon’s new brand, Peach Slices, which
will be exclusive to CVS, offer fun
and ease to consumers, and comprise
ingredients such as honey and yuzu.
Other CVS exclusives include Frudia
skin care, which is waterless and
fruit-based, comprising only active
ingredients for targeted skin benefits;
Elisha Coy, which incorporates
Holika Lazy&Easy Smooth Egg Skin Peeling Gel.
Elisha Coy Brightening Ampoule Solution Mask.
Peach Slices Hydrate Mask.