U.S. drugstore chain CVS will test a high-end beauty store concept. The company plans to open a store called Beauty 360 by the end of the year next to existing CVS stores on the U.S. East Coast and another on the West Coast shortly thereafter.
The Beauty 360 stores would carry more than 30 lines of prestige skin care and cosmetics as well as number of fragrances, but brand names partnering in the operation are yet to be unveiled.
CVS recently announced its intention to acquire Longs Drug Stores Corporation including Longs’ 521 retail drugstores in California, Hawaii, Nevada and Arizona. This would expand CVS Caremark’s position as the leading drugs retailer in the U.S. Following the acquisition, CVS Caremark will operate approximately 6,800 drugstores in 41 states and the District of Columbia.
While CVS recently focused its expansion efforts in the health-care sector, notably with the acquisition of Caremark last year, the company is also perceived as an innovator in the beauty sector. In 2003, CVS/Pharmacy began an exclusive and successful partnership with Lumene the first European skincare line available at mass in the US. In 2007, the chain started the “Reinventing Beauty” programme to change the face of the beauty shopping experience in its stores.