CVS/pharmacy has decided to close all 25 of its Beauty 360 locations as of May 19 to refocus its attention on the growth and development of its core CVS/pharmacy beauty business so it can satisfy a wider group of its customers. Operation of Beauty360.com will also cease as of May 19.
“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 [much of what we’ve learned] to future enhancements within our beauty department at CVS/pharmacy,” said CVS/pharmacy public relations director Erin C. Pensa in a statement to Beauty Store Business.
The first Beauty 360 beauty-store pilot opened in 2008, later followed by 24 other store pilots and the ecommerce site—all catering to prestige-beauty consumers and offering, among other product categories, makeup, skincare, haircare, fragrance and grooming brands. The pilot program "proved to be a tremendous learning experience for our organization," stated Pensa. "There have been many aspects of the Beauty 360 concept that were positive."
The brick and mortars, which are adjacent to select CVS/pharmacy locations, offer shoppers the benefits of CVS/pharmacy’s ExtraCare Rewards program—the retailer’s loyalty program that provides 2% money back on all purchases; which is also available for use at Beauty360.com.
The company additionally launched its CVS/pharmacy Beauty Club in 2011—which has reached 10 million members in the year since launching and was the first beauty-loyalty program introduced at a mass-market retailer.
CVS/pharmacy also introduced in 2011 its own exclusive beauty brand, Nuance Salma Hayek, which has exceeded sales expectations for the year.
“This kind of success within our core-beauty offering clearly demonstrates the tremendous opportunity we have to maintain and grow our leadership position in beauty through our [more than] 7,300 CVS/pharmacy stores,” added Pensa.