CVS and Glamsquad give drugstore beauty department makeover

By

Gabriella Lacombe

Published
Aug 30, 2018

CVS has teamed up with the on-demand, at-home beauty service Glamsquad to give the drugstore's beauty section a makeover, creating a salon-like experience where customers can try out beauty products before purchase, setting it apart from typical drugstore beauty departments. 

The shop-in-shop department, called Beauty IRL, allows customers to have consultations with Glamsquad representatives, who can provide in-store services like makeovers, blowouts, dry-styling, skincare services and manicures. 

Beauty IRL also features a "#TrendingNow" wall that highlights trending indie brands and a section dedicated to travel-sized beauty products.

Customers can also sample drugstore cosmetics at the Beauty IRL "Test-and-Play Hygiene Bar," a feature that puts the CVS beauty department experience in-line with beauty stores like Ulta and Sephora. 

In addition to the updates provided by the Glamsquad partnership, CVS further expanded its selection of increasingly popular Korean beauty products.

Last year, the drugstore expanded its K-beauty offerings in over 2,100 stores as part of a partnership with K-beauty brand Peach and Lily founder Alicia Yoon, who had previously collaborated with Target and Barneys New York. 

Currently, the revamped department has only been added in two CVS stores Florida, one in Connecticut and one in Massachusetts, but the drugstore plans to expand the department to more stores in 2019.