Did you know that CVS is unrolling a beefed up beauty department called Beauty 360? So far, they have locations in CA, CT and DC. The competition is concerning some estheticians–but it looks like they are dippng a toe in the prestige market and are a more mainstreamed Sephora (if that’s even possible).
That said, a stroll past my local CVS (to be fair, one that is sans Beauty 360), leads me to believe they may need a little help in the marketing department.
The welcoming sign that invites shoppers to "Beauty"
Makes you want to rush to this in-store event
The "item of the week" display... Highlighting with neon orange is an interesting touch
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I’m in Cali surrounded by CVS. I checkout their beauty department and they definitely spruced things up around there. I got all excited when I saw that had a computer and a camera so you can see your skin super up close. Alas, it was broken.
Then I picked up a doo-hickey that measures your skin hydration, but that too was broken. There were 2 ladies with lab coats (yeah trying to make it look all official and professional) but they paid me no mind and didn’t seem to care that I was disappointed by the broken equipment.
Sephora, they are not.
Professionals, even less.
I am impressed that you were able to find anyone working near the cosmetics aisle at your CVS! I am very curious to see what happens when they launch their Beauty 360 stores. I do worry about crap skin care advice. It’s hard undoing the years of misinformation via ads and magazines, and even the poor Avon lady–I can only imagine when they start dolling out the advice.
I have a real love-hate relationship with Sephora. I will blog it someday.
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