Rite Aid debuts newly remodeled store as revamped beauty section sees sales lift

Beauty Vision concept currently testing in California, New York, Baltimore

NEW YORK — Rite Aid had a ribbon-cutting ceremony to debut its newly remodeled Wellness store in New York's West Village neighborhood Tuesday.

The store is one of several in the chain of nearly 4,600 stores to test a newly revamped beauty section called Beauty Vision, which features a new look and feel and a wider range of products, as illustrated in DSN's recent slide show of the store. Meanwhile, special store attendants called Beauty Vision advisers provide customers with information and advice on cosmetic products.

A person familiar with the program told DSN that cosmetics sales at the West Village store had increased by about 50% over the past week, with lifts as high as 70% to 80% in some product lines.


Correction: An earlier version of this story included an incorrect number and locations of stores with the Beauty Vision concept based on a figure given to the reporter. This version of the story does not contain the number or locations of the stores, which Rite Aid Corp. is not officially disclosing.

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