CVS will close its Beauty 360 outlets this spring. The upscale experiment was gutsy but came at a time when the beauty business was slowing down. In addition, Beauty 360 encountered obstacles obtaining some of the brands it needed to attract shoppers. There are currently 25 stores. The first opened in Dupont Circle in November 2008. The chain wants to focus on other core beauty business, while stating it learned a great deal from the experiment.
The company said: “CVS/pharmacy has made the decision to refocus our efforts on the growth and development of our core CVS/pharmacy beauty business in order to satisfy a wider group of our customers. As a result, we will close all 25 Beauty 360 locations and cease operation of our Beauty 360 e-commerce business, effective May 19, 2012.
“In 2011, we successfully launched the CVS/pharmacy Beauty Club and introduced our own exclusive beauty brand, Nuance Salma Hayek. The CVS Beauty Club was the first beauty loyalty program introduced at a mass retailer and has reached 10 million members in the year since launching. Nuance Salma Hayek has been met with both customer and industry accolades and also exceeded sales expectations for the year. This kind of success within our core beauty offering clearly demonstrates the tremendous opportunity we have to maintain and grow our leadership position in beauty through our over 7,300 CVS/pharmacy stores.”