NEW YORK — CVS will soon clear room in its beauty department for yet another exclusive brand. The drugstore chain has teamed up with a leading dermatologist to create Skin Effects by Dr. Jeffrey Dover, the first derm-created skin care line for the mass market.
The nine-item antiaging collection will launch in most CVS stores this August, and bow chainwide in October.
CVS' consumer research revealed that there was still a niche left to fill in the burgeoning skin care category. "We wanted to bring our customers high-quality products at a good value — with the dermatologists' seal of approval," said Eileen Howard Dunn, vice president of communications for CVS. She added that the concept has been in development for approximately a year.
After an extensive search for the right dermatologist, CVS inked a deal with Dover, founding partner of SkinCare Physicians in Chestnut Hill, Mass. In addition to his own practice, Dover holds the position of associate clinical professor of dermatology at Yale University School of Medicine.
The dermatologist acknowledged that during his 20-year career he has been approached by several beauty companies. In fact, just prior to linking arms with CVS, a French beauty house was actively courting the dermatologist. Although Dover would not divulge the name, he hinted that the company was of the same ilk as L'Oreal and Coty.
Ultimately, he chose CVS because his patients match the same spectrum of women who walk into CVS stores. "CVS offered me something I've always wanted to do," he said.
CVS executives also managed to alleviate Dover's main concern, promising exceptional product quality, one that would not tarnish the reputation he has spent 20 years building. Although he could not reveal who his retail partner was at the time, Dover said his friend Tina Alster — a consulting dermatologist for Lancome — encouraged him to accept the offer.
Dover attempted to create his own line five years ago, but shelved the project after realizing the cost of the products would have been too high for consumers to swallow.
He added, CVS' network of more than 5,000 stores allows him to use the "most expensive products money can buy" and sell them for an affordable price. Items in the line range from a $6.99 Purifying Effects Deep Cleansing Enzyme Scrub to $29.99 for Wrinkle Effects Relaxing Cream, which is said to relax facial muscles and reduce the appearance of fine lines for 24 hours. Other standout items include Resurfacing Effects Micro-Dermabrasion Kit, Lip Effects Lip Magnifier and Flawless Effects Advanced Brightening Complex, a daily-use formula developed to lighten dark sun spots and even out skin tone.Each of the items are designed to improve overall skin tone and texture, and "help reclaim a vibrant complexion" without cosmetic surgery.
CVS will merchandise the products in the skin care aisle, within a 2-foot-wide fixture that includes a photo of Dover and consumer brochures. As it has done for its exclusive Finnish beauty brand Lumene, CVS will promote the brand though in-store signage, within its circulars and through a direct mail piece tied to its Extra Care loyalty program.
For the initial launch, CVS presented Dover with a list of potential products. He modified the line and added several more products to the list. The dermatologist will drive all future product development and is currently testing five additional Skin Effects products at his practice.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews