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CVS Piloting Skin Care Centers, The Latest Prestige Cosmetics Shop-In-Shop Experiment

 
• By Eileen Francis

CVS is trialing Skin Care Centers in three strategic locations, building on its BeautyIRL concept launched in 2018. Featuring prestige brands and L’Oréal-trained beauty advisors, CVS Skin Care Centers follows Walmart’s launch of BEAUTYSPACE installations in March and moves from Kohl’s and Target mid-pandemic to wow shoppers with curated prestige beauty assortments.

CVS Skin Center

CVS Pharmacy Inc. is piloting CVS Skin Care Centers in three locations – New York, NY, Woodland Hills, CA, and Walnut Creek, CA – the latest example of a mass market retailer leveraging prestige cosmetics to attract new, younger customers and meet one-stop shopping demand.

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