Introducing a beauty salon to your neighborhood drugstore may not be the smartest move in this global economy, but CVS is banking on the 'Lipstick Effect' with its Beauty 360 stores.
The stores will be adjacent to the regular CVS stores, with access through a breezeway or separate entrance. The stores will carry a number of big brands like Dr. Brandt skincare, Clean, Laura Geller, Sampar, Paula Dorf, Stendhal, It Cosmetics, Borba, and Juicy Couture Fragrance. Many of these brands are typically associated with stand-alone stores like Sephora.
Beauty 360 stores will also house 'Play Stations' where customers can sample their products and receive professional services such as mini-manis, express facials and make-up application from trained and licensed professionals.
Plans are to expand CVS Beauty 360 stores from their original Washington DC location across the country in 2009.
Key Themes Behind This Trend
- Mini-salons in Drugstores
- Drugstores are incorporating mini-salons to provide customers with professional beauty services.
- The Lipstick Effect
- CVS is capitalizing on the lipstick effect trend by opening Beauty 360 stores.
- Multibrand Stores
- Multibrand stores like Beauty 360 are gaining momentum in the beauty industry.
Where This Applies
- Beauty and Cosmetics
- The beauty and cosmetics industry is incorporating multibrand stores to provide customers with professional beauty services.
- Retail
- The retail industry is diversifying its offerings and including mini-salons to attract more customers.
- Hospitality
- The hospitality industry can partner with drugstores to provide beauty and wellness services to their guests.
