US chain drugstore CVS is launching an extension of its ExtraCare loyalty program to cover beauty products. Presented as “the first-ever beauty club program for the chain-drug channel”, the new ExtraCare Beauty Club provides ExtraCare card holders who register with additional rewards on beauty purchases. Members will also receive monthly email newsletters with exclusive coupons, tips from experts and new product information.

CVS enlisted celebrities such as rapper, actress and singer Queen Latifah and stylists Bobbie Thomas and Robert Verdi to help promoting the launch of the program.

ExtraCare members can sign up for the Beauty Club online or in-store. Today, CVS ExtraCare is the largest retail loyalty program in the U.S. with more than 66 million active members.

In November 2008, CVS opened its Beauty 360 stores, entirely devoted to prestige beauty products.