Shoppers Drug Mart opens second enhanced beautyBOUTIQUE

TORONTO — Continuing its effort to offer customers an elevated prestige beauty experience, Canadian pharmacy retailer Shoppers Drug Mart unveiled on Wednesday its second enhanced beautyBOUTIQUE at the Toronto Eaton Centre. 

(Domenic Pilla, president and CEO of Shoppers Drug Mart)

The 4,000-sq.-ft. beautyBOUTIQUE features 21 prestige brands, as well as new fixtures, digital signage, an enhanced fragrance and derm areas.

"Our goal was to design a unique and inspiring experience leveraging our customer insights in beauty while also integrating emerging customer trends," stated Domenic Pilla, president and CEO of Shoppers Drug Mart.

"Shoppers Drug Mart has always pushed the envelope when it comes to the beauty category, and as a result, we have become the market leader in mass and prestige cosmetics, fragrances and skin care products and the beauty destination of choice for Canadian women."

The design was inspired by a gift box and the idea of unraveling a ribbon to reveal the present. The ribbon concept can be seen in the elements of the store design, including the digital signage wrapped around the boutique and the finishing elements extending over the fixtures to the ceiling.

"It was the right time to evolve and enhance our concept to modernize the fixtures, adapt to changing shopping behaviors, incorporate new communication vehicles like digital signage and grow our brand assortment to include new prestige vendors," added Cathy Masson, VP category management at Shoppers Drug Mart. "We introduced this new concept all while holding true to our principles of knowledgeable and unbiased service in an enjoyable and convenient shopping experience."

In addition to a newly designed beautyBOUTIQUE, the renovated store in the Toronto Eaton Centre will continue to offer an assortment of health, beauty and convenience essentials including the full service pharmacy and a Canada Post outlet.

The first enhanced BeautyBOUTIQUE opened in November 2012 in an existing Shoppers Drug Mart store in Bayview Village in Toronto.

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