CVS Pharmacy has announced the expansion of its interactive beauty department BeautyIRL.
By the end of 2019, BeautyIRL will be available in nearly 50 stores in key markets, including New York City, Los Angeles, Miami and Boston. The beauty department will feature new social and indie brands, a mini must-have shop, rotational pop-ups and new beauty services.
In addition, GSQ by Glamsquad will be offered through an exclusive retail partnership. Services will include express blowouts, dry styling/braids, single-feature or full makeup applications and more, as well as pro-level piercings in partnership with Studex.
GSQ by Glamsquad is a line of essential hair care, beauty tools and "daily routine heroes" developed with millennial and Gen Z consumers in mind.
Maly Bernstein, VP, Beauty and Personal Care for CVS Health, said, "In today’s rapidly evolving beauty retail landscape, customers want three things: brands, experience and service. We are incredibly excited about how customers responded to our BeautyIRL format, which drew millennials and Gen Z customers at impressive rates and showed customer growth across several age groups. As one of the nation’s largest health and beauty retailers, we recognized an opportunity to deliver a more inspiring, interactive in-store shopping experience for our customers and we’re excited to expand this format into additional markets."
Amy Shecter, CEO for Glamsquad, added, "GSQ by Glamsquad was created to bring the ethos of Glamsquad to a national market at an accessible price point. This holistic line of complementary products across multiple categories includes hair care, beauty tools and accessories. We are excited to debut this brand at CVS as we share a similar mission: democratizing beauty and helping women look and feel their best."