NEW YORK — Rite Aid is adding a healthy dose of beauty to its Wellness format.
As consumers continue to expect a greater beauty selection at drugstores, Rite Aid is curating a mix of premium brands including Senna Cosmetics, Alison Raffaele Cosmetics, Beautyblender and Eddie Funkhouser in select stores.
The product assortment in the company’s Beauty Vision stores will be unique to each store, said Rite Aid category manager Judy Wray. The latest iteration of the concept is currently under construction at its store located at 534 Hudson Street here. The department is illuminated and highlighted with the fixtures and signage associated with the newly added brands. One of the most striking elements is the new nail bar featuring on-trend colors.
With its splash in beauty, Rite Aid, the nation’s third-largest drugstore chain with fiscal sales of $25.4 billion and a total store count exceeding 4,600 units, is out to prove it can compete with the likes of Ulta and drugstore beauty formats, such as Walgreens’ Look Boutique.
First introduced in 2011, Rite Aid’s Wellness store format features various health and wellness products and resources and advanced clinical pharmacy services. Unique to Rite Aid, Wellness Ambassadors provide personalized customer service and serve as a bridge between the front end of the store and clinical care services provided by Rite Aid pharmacists. To date, the chain has converted more than 1,000 stores to its Wellness format and has 1,700 Wellness Ambassadors working in these stores.
After visiting stores, talking with consumers and attending Cosmoprof Las Vegas, Wray had a list of new brands she thought would be appealing to Rite Aid’s customer base.
Rite Aid worked with Beauty Fashion Sales as it began to develop and execute the program. The Beauty Fashion Sales team collaborated with Rite Aid to reach out to the up-and-coming brands. “Rite Aid’s Beauty Vision stores offer a nice mix of brands, some geared toward younger customers, in multiple price points, ranging from about $14 to $55,” said Kim Logan, vice president of business development at Beauty Fashion Sales.
“This is another example of Rite Aid’s stealth way of recapturing its business and doing so in strategic ways that are different than the competition, such as how they approach their loyalty program, which has unique features,” said Wendy Liebmann, founder and chief executive officer of WSL Strategic Retail. “In beauty, they are taking a targeted approach, and I think the positive experience they’ve seen with Wellness Ambassadors will cross over with beauty advisers, too.”
Another key part of Rite Aid’s beauty strategy is its Beauty Vision advisers, which are exclusive to Rite Aid Wellness stores with Beauty Vision departments. These associates can assist shoppers with all brands across the entire beauty department, demonstrate products and educate shoppers on topics like color matching.
“Our Beauty Vision advisers speak to what is unique about the brands as well as other product lines in the store and are making Rite Aid a destination for beauty,” said Wray.
Wray confirmed that the upscale lines help boost sales across the entire beauty department. She said she’s on the lookout for other lines to appeal to her consumer as well as additional innovations to “delight customers and enhance their shopping experience.”
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)