U.S. drugstore chain CVS/pharmacy has made the decision to close all 25 Beauty 360 locations and cease operation of its Beauty 360 e-commerce business. The decision will be effective on May 19, 2012.

The retailer explains it wants to refocus its efforts on the growth and development of its core beauty business in order to satisfy a wider group of customers. Actually, considering the success of its Beauty Club loyalty program, which has reached 10 million members, and the performance of its in-house beauty brand Nuance Salma Hayek, both of them launched last year, CVS deems that the main growth opportunities for the chain are in the strengthening of its cosmetic sales within its over 7,300 CVS/pharmacy stores.

The first Beauty 360 store opened in 2008 and kicked off a 25 store pilot that proved to be a tremendous learning experience for our organization. There have been many aspects of the Beauty 360 concept that were positive. In the past four years, we have learned a great deal about our beauty customer through our experience with Beauty 360 and plan to apply many of these learnings to future enhancements within our beauty department at CVS/pharmacy,” a spokesperson told Premium Beauty News.