CVS proves it cares about beauty
CVS/pharmacy has expanded its highly successful ExtraCare loyalty program with the launch in January of the first-ever beauty club program for the retail pharmacy channel. The CVS/pharmacy ExtraCare Beauty Club provides ExtraCare cardholders, who register their cards, with additional rewards on beauty purchases and other beauty-specific benefits.
Members 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 receive monthly email newsletters with exclusive coupons, tips from experts and new product information.
To access additional special offers and exclusive content, Beauty Club members are encouraged to find the Beauty Club’s dedicated Facebook page and follow the Beauty Club on Twitter.
CVS takes beauty full circle
Beauty360 has been described as “a natural evolution” of CVS/pharmacy’s commitment to beauty, and there’s no denying that it is much different than any beauty department you’ll find in a traditional CVS/pharmacy store. As of press time, there were 25 Beauty360 stores in operation, located primarily in California. The first location was unveiled November 2008 at a Capitol district CVS store in the center of Dupont Circle.
Beauty360 carries a wide range of prestige and niche beauty brands from the skin care, cosmetics, men’s grooming and fragrance categories. Plus, its staff of trained and licensed professionals offers a suite of brand-specific signature services, including express facials (even one for guys featuring Jack Black products), hand massages and makeup application. There also is a Brow Bar featuring Billion Dollar Brows and a POP Beauty Lash Bar.
Aside from its high-end beauty offerings, Beauty360 makes a major statement with its upscale décor and layout, which includes a separate entrance.
P&G helps men get in the ‘zone’
Procter & Gamble, which owns the Gillette brand, is taking an innovative approach to reaching men in the grooming aisle with the rollout of its Men’s Zones in select H-E-B supermarkets.
The store-within-a-store carves out aisles that specially are tailored to meet his grooming needs, boasting more than 530 products just for him. In addition to featuring products from P&G, as well as other manufacturers, the Men’s Zone department has touch screens so he can get grooming tips and discover new products. There also are flat-screen TVs that can show sporting events or other information.
With arched endcaps and blue floor lighting, the department is hard to miss, but it also creates an area where male shoppers are encouraged to explore.