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CVS Shakes Up Beauty Board

Posted: June 29, 2012

CVS/pharmacy unveiled a makeover of its beauty board, a panel of beauty experts who provide interactive content and advice for fans of the CVS Beauty Club Facebook page. Launched in June 2011 to bring additional value, exclusive beauty insight and real-time advice to ExtraCare Beauty Club's 12 million members, the updated beauty board will include a panel of experts who are able to provide more personalized answers to fans' beauty questions. Along with direct access to the new beauty board, the more than 320,000 fans of the CVS Beauty Club Facebook page will also find new ways to interact with the experts and receive beauty content.

The beauty board welcomes Dina Strachan, MD, a New York-based, board-certified dermatologist, who will offer expert skin care advice for the CVS Beauty Club. Dr. Strachan joins resident beauty board member and celebrity makeup artist Mickey Williams, who will continue to offer fans tips on makeup application, how-tos on the latest hairstyles and the inside scoop on trends and new beauty products.

Additionally, the beauty board will also welcome a rotating guest expert to provide even more beauty expertise to fans. Industry influencers, experts from leading beauty brands, and noted editors and bloggers will provide their unique perspective on the latest beauty trends and offer personalized answers to fans' beauty questions. Guest experts will also host live chats on the CVS Beauty Club Facebook page to provide answers and product recommendations to fan questions, as well as appear in new videos exploring beauty topics, including previews of new products, how-to demonstrations of the latest styles, and more.

"After listening closely to the questions from our CVS Beauty Club fans, we've updated our beauty board to provide our members with access to a broader range of experts from across the health and beauty industries," said Cheryl Mahoney, vice president of beauty for CVS/pharmacy. "The new beauty board is the latest way the ExtraCare Beauty Club is improving the beauty shopping experience, offering our members the accessibility and personalization that they have come to expect from CVS/pharmacy."

The beauty board makeover will also include a redesign of the beauty board Facebook tab, which will now include an FAQ section featuring answers and product recommendations from the board for previously asked beauty questions, video content and more information on the beauty board members, including the rotating guest expert.