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CVS/pharmacy was presented the "Retailer of the Year" Award by Women's Wear Daily Beauty Biz in the magazine's annual Beauty Awards issue. WWD Beauty Biz recognized CVS/pharmacy for its strategy in partnering with prestige and niche beauty brands to launch its Beauty 360 concept.
"We are honored to receive the WWD Beauty Biz Award for Retailer of the Year for the launch of Beauty 360," said Cheryl Mahoney, vice president of beauty care, CVS/pharmacy. "Beauty 360 is the natural evolution of CVS/pharmacy's leadership within the beauty category and we are proud to be recognized for our vision to bring a new level of access to prestige brands as well as an unparalleled service model to our customers."
According to a press release, CVS/pharmacy brought the model, which has been successful in Europe and Canada, to the U.S. under the premise that locating a beauty outlet adjacent to neighborhood drugstores adds a level of convenience that consumers will embrace. The inaugural U.S. Beauty 360 location opened on Nov. 3, 2008 in Washington D.C. The second Beauty 360 location opened on December 9th at in California. Both locations are adjacent to CVS/pharmacy stores and can be accessed via a breezeway, as well as through a separate store front entrance. More locations are being explored across the country for 2009 in markets where beauty performs exceedingly well.
WWD Beauty Biz noted, "CVS earned its right to dabble in the luxury arena and a number of niche and high-end firms agreed." The publication also acknowledged Beauty 360 for its service and reward offerings. In addition to prestige and niche brands, the new stores will provide treatments such as hand massage and makeup application and will offer "Beautiful You" rewards that can be redeemed for signature services through the ExtraCare program.