CVS' BeautyIRL is a new shop-in-shop format that the drugstore is launching in collaboration with at-home beauty service GlamSquad.
As many consumers are turning to convenient online channels for all of their beauty shopping needs, brick-and-mortar stores are turning experiential to give shoppers the chance to physically interact with and try on products that they may be interested in. The new BeautyIRL shops put services first and foremost, offering visitors 30-minute makeup refreshers, dry-styling, blowouts and skincare services.
The shop-in-shop also features a Test-and-Play Hygiene Bar, which allows consumers to play with makeup, while trained consultants ensure that the experience is clean and hygienic. Some of the other fun sections for consumers to discover include a wall that showcases popular products of the moment, socially driven independent brands and a Mini Must-Have Boutique to create one's own bag of miniature products.