CVS has debuted a new store-within-a-store beauty format called BeautyIRL in four test stores in Florida, Connecticut and Massachusetts, as part of the company’s partnership with Glamsquad.
Similar to the services provided at Sephora and Ulta Beauty, CVS will now offer walk-in and on-demand beauty services with Glamsquad professional makeup artists and trained stylists, such as 30-minute makeup refreshers, dry-styling, blowouts and skin care services.
The BeautyIRL format is almost double the size of a typical beauty section at CVS, and will also feature 30 new brands, an accessories shop, a bath cart and a Test-and-Play Hygiene Bar with testers and brand boutiques, so that CVS shoppers can actually try on a product before purchasing.
Additional features include a Mini Must-Have boutique for customers to collect their own miniature beauty products, a #TrendingNow wall that highlights trending indie brands and an expansion of the company’s K-beauty line.
The change comes as CVS continues to further emphasize its beauty section. In April, the company launched its “Beauty in Real Life” ad campaign, which featured unaltered imagery of a diverse group of women. The campaign was an attempt by the retailer to align itself with “an authentic and more realistic image of beauty for its customers.” The drugstore wants to phase out photoshopped beauty imagery in stores by the end of 2020.
CVS hasn’t officially confirmed a launch date for additional BeautyIRL locations, although further expansion is scheduled for 2018. Additionally, the planned changes are expected to eventually roll out in an online format.