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NEW YORK — CVS Pharmacy’s newest and largest Manhattan store is setting the stage for the introduction of the drugstore’s exclusive skin care line, 24.7 Skincare.
This story first appeared in the November 30, 2007 issue of WWD. Subscribe Today.
Speaking to a group of editors from the store’s Healthy Skincare Center, Deb Armstrong, CVS’ divisional merchandising manager for beauty care, said the antiaging line was created in collaboration with an original investor in the prestige brand Freeze 24/7 and is designed to deliver immediate results. She added that skin care would be the cornerstone for the expansion of 24.7 into other categories.
The five-item techie skin care line — which relies on gamma-aminobutyric acid, an amino acid said to help diminish wrinkles — hit stores last week and will be prominently featured in CVS’ newspaper circular this Sunday. The hero product in the line, Targeted Wrinkle Treatment, is packaged in a white box with red lettering to stand out from the rest of the line’s red boxes with white lettering. “We really like the red-and-white packaging because it is different than any other skin care line,” said Armstrong of the line. She added that she does not expect the offerings to compete with any existing skin care items in CVS, particularly Lumene.
Referring to the new CVS location, located here on 42nd Street and Third Avenue, Armstrong said the 12,000-square-foot store will serve as a flagship. She added, “It’s a CVS that we say is on steroids. It’s like no other store you’ll see in Manhattan.” The store, which opened in late October, includes both a Healthy Skincare Center — stocked with Avène, Vichy and La Roche Posay — and a deep assortment of products from Boots of the U.K.
Circular red carpets that read “CVS Pharmacy Reinventing Beauty Highlight” alert shoppers to CVS’ exclusive product lines placed throughout the department. The beauty department, which has lit glass shelves throughout, is manned by a beauty adviser and has its own checkout counter. Mining its consumer research, CVS has found it important to shrink shelf profiles and widen aisles. “The average woman is 5 foot, 4 inches so theses fixtures are right for them,” explained Armstrong.
CVS launched its first Manhattan store in 1995 and now has more than 30 in the borough.