CVS boosts ExtraCare program with Beauty Club

Retailer extends successful loyalty card program

WOONSOCKET, R.I. — As announced at CVS Caremark's 2010 analyst meeting in October and reported by Drug Store News, the company's retail division is extending its successful ExtraCare loyalty program by officially launching the new ExtraCare Beauty Club, the first-ever beauty club program for the retail pharmacy industry.

CVS/pharmacy is launching the beauty club program during the People's Choice Awards 2011 on CBS at 9 p.m. EST.

The CVS/pharmacy ExtraCare Beauty Club provides ExtraCare cardholders who register their cards with additional rewards on beauty purchases and other beauty-specific benefits. CVS/pharmacy Beauty Club members will receive a 10%-off beauty shopping pass upon enrollment, $5 in ExtraBucks rewards with every $50 beauty purchase and $3 in ExtraBucks rewards on the member's birthday, as well as special beauty offers throughout the year. Members also will receive monthly e-mail newsletters with exclusive coupons, tips from experts and new product information.

"Because of our ExtraCare program, we know our customers and what they want from their beauty shopping experience at CVS/pharmacy," stated Cheryl Mahoney, VP beauty care for CVS/pharmacy. "The launch of the CVS/pharmacy Beauty Club, which is the first-ever beauty rewards program for the chain-drug channel, takes the value of ExtraCare to the next level for our beauty customers by offering insider access to deals, expert tips and exclusive product access and information. The CVS/pharmacy Beauty Club is an extension of our commitment to the beauty customer and further positions CVS/pharmacy as the destination for beauty."

The CVS/pharmacy Beauty Club will be announced during a special, sponsored program titled "Your Beauty Your Vote" tonight during the People's Choice Awards 2011, a Procter & Gamble presentation. As a part of the program, the People's Choice Awards 2011 and CVS/pharmacy invited consumers to vote online for their preferred club benefits.

Celebrity host Queen Latifah will announce the launch of the CVS/pharmacy Beauty Club during the live broadcast. Celebrity stylists Bobbie Thomas and Robert Verdi also will participate with "CVS Beauty Club Moments," where audience members will be chosen to receive upgraded seats during the show and will receive CVS/pharmacy gift cards.

ExtraCare members can sign up for the CVS/pharmacy Beauty Club online or in store by presenting their ExtraCare cards and an enrollment certificate. Viewers who enroll starting on Jan. 5 through Jan. 6 at 11:59 p.m. EST online at also will be entered into a sweepstakes for two tickets to the People's Choice Awards 2012 and $500 worth of beauty products.

The ExtraCare program was created in 2001 to reward loyal customers with discounts and provide them with information and offers relevant to their personal needs. Today, CVS/pharmacy ExtraCare is the largest retail loyalty program in the United States with more than 66 million active members.

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