As the next phase of its Beauty Mark initiative, CVS has partnered with renowned media psychologist Dr. Pamela Rutledge to conduct an online survey through The Harris Poll to uncover what transparency in beauty means now that the pandemic has increased screen time and video conferences.
Olay announced its commitment to zero retouching of skin images in all of its U.S. advertising, becoming the first mass skin care brand to take this stance.
After a successful pilot phase, CVS will begin rolling out it’s shop-in-shop beauty experience, BeautyIRL, to nearly 50 new locations across the country by the end of the year.
Consumers will now be able to walk out of the mass retailer with bespoke hair color kits from eSalon as part of the retailer’s new Beauty IRL department.
The retailer is continuing its move into Manhattan with the addition of an Upper East Side store slated for 2019.
Beauty Insider recently spoke with eSalon founder, Francisco Giminez, on entering brick and mortar and how his company is prepared to take on more of the masses.
CVS has joined a handful of brands and retailers who have committed themselves to creating new standards for post-production alterations of beauty imagery.
It started last year with the removal of sun care items that had an SPF lower than 15. Next, they added more dermatologically-approved items. Last week CVS pledged to remove harsh chemicals from 600 of their own branded beauty products by 2019.
Close to 100 percent of beauty sales growth over the last few years has come from new items, said Alex Perez-Tenessa, CVS Vice President, Merchandising Manager, Beauty.
Rolling out now are enhanced beauty centers in more than 2,000 CVS stores nationwide featuring modern displays, updated signage and more than 1,200 new products.
