November 15, 2013

Rite Aid is testing a revamped beauty section in at least one of its Genuine Well Being stores, in New York's West Village. Dubbed Beauty Vision, the section features a wider assortment of brands, a spruced-up look and a Beauty Vision adviser who can help customers learn about various brands and products. The chain is promoting the new concept with a special event on Tuesday featuring Eddie Funkhouser, creator of the eponymous cosmetic brand.

Assuming president Obama's healthcare reform initiative works out - notwithstanding the rough start it's had so far - and tens of millions of uninsured Americans get healthcare coverage, it's going to mean a lot of potential new customers for pharmacy retailers. But while that will drive script count and get people through the door, it will also drive pharmacy margins down. This means retailers will need to do more to make themselves stand out in the front end, and one of the best ways to do that is with beauty.

DSN took a close look at Rite Aid's new beauty concept this week. See it for yourself.