CVS Pilots New Skin Care Concept at 3 Locations

CVS Pilots New Skin Care Concept at 3 Locations
Photo courtesy of CVS

CVS has unveiled a new shop-in-shop concept called Skin Care Center featuring solutions for skin health in three U.S. locations — New York City, Woodland Hills, Calif. and Walnut Creek, Calif. The new concept builds on the retailer’s BeautyIRL concept, which launched in 2018 and is now available at more than 50 locations. Through the Skin Care Centerspaces, which were developed in partnership with L’Oréal, CVS said it hopes to offer experiences formerly afforded only to those who shop prestige beauty retail.

CVS Skin Care Centers will feature in-store testing experiences and custom sample offerings. Each Skin Care Center location will be staffed by CVS Beauty Consultants and licensed estheticians who have been trained in diagnostics by L’Oreal experts. The locations feature diagnostic tools such as advanced LED technology from SkinScope and ModiFace’s Derm Skin analyzer to address the specific skincare needs of each customer.

Customers will also be able to make purchases on the spot through the deployment of a mobile POS solution within the shop-in-shops.

The spaces have been designed to incorporate innovative navigational elements that share solutions to solve customer skin issues. These storytelling features are offered through signage that guides customers along the Skin Care Center experience with:


  • Educational tools focused on achieving “beauty from the inside out” through supplements and vitamins;
  • Ingredient-based solutions for issues such as elasticity, acne scarring and puffiness;
  • Dermatologist-tested and -recommended options;
  • Effective products that address unique concerns for melanin-rich skin;
  • Step-by-step routine building, including cleanse, prep, treat, moisturize, protect, mask and peel; and
  • Sun care to meet the needs of a diverse range of lifestyles, skin tones and customer preferences.

“With the success of our BeautyIRL store formats, we’re making a move to provide new health-focused, innovative offerings with our Skin Care Center, an elevated in-store experience designed to help customers navigate personal skin health solutions,” said Andrea Harrison, VP of Merchandising, Beauty and Personal Care at CVS Health in a statement. “We have a proven ability to influence the industry and we’ll continue to expand that impact through customized experiences and purpose-led commitments that inspire trust, discovery, self-expression and confidence in our customers.”

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