CVS Pharmacy has revisited—and subsequently revitalized—its beauty department.

Rolling out now are enhanced beauty centers in more than 2,000 CVS stores nationwide. With health and beauty sales growing 25% faster over the past three years than general merchandise and edibles, according to the drug store chain, elevating its beauty proposition was a natural strategic decision.

Modern, easy-to-browse displays will now highlight product innovations, best sellers and trends, and help the beauty consumer better navigate the beauty aisle. Updated in-aisle signage has also been designed, while product regimen trays within the skin care set look to help shoppers better understand how to use specific products. More than 1,200 new products will be introduced in 2015.

Alex Perez-Tenessa, Vice President of Retail Merchandising for Beauty & Personal Care, said the changes will impact “our display space, such as our cosmetics impulse unit, our endcaps and our facial care set,” adding that the updates “are impacting almost half our customers, almost 40 million women, who shop our stores.” Another component of the new beauty strategy is about service, so in 1,000 stores CVS is re-energizing its beauty service program. CVS operates about 7,800 stores.

“We are bringing in digital tools to help with service and we are enhancing training with beauty consultants to help customers understand the new brands and new offerings.”

The decision to bring in additional exclusive brands—CVS already sells Nuance by Salma Hayek, Makeup Academy, Skin+Pharmacy and Beauty 360— is that customers are not satisfied with the multi-national brands that exist.

“She’s looking to us to innovate and give her the technology she will find in prestige.”

Cia Tucci, Vice President Merchandising – Store Brands, said CVS was the first mass chain in 2002 to launch and implement exclusive beauty brands, and that its exclusive store brand category has been one of the fastest growing beauty segments with the portfolio doubling in size in 2015. In turn, CVS has invested in the beauty aisle to keep consumers happy.

Several new brands will now round out the offerings, including Promise Organics, a natural skin care brand by skin care guru Rob Robillard, which will be exclusive to CVS; Wilma Schumann, a European treatment skin care line; and Jouviance, a Canadian derm-developed biotech skin care brand. Existing brands Makeup Academy, Beauty 360 and Nuance will increase their selections, from lip products to new nail care items to hair masks, respectively.