RIDGEFIELD, Conn. — CVS may be taking its beauty department motif from faux blond wood to soft lavender-blue.
A new CVS prototype, referred to by executives as its "store of the future," opened here in February. The entire store has been color-coded by category designed to make it easy to shop.
Beauty’s area has been colored lavender-blue, which is reflected on peg walls and signs. The carpeted beauty area is also highlighted by many illuminated fixtures, including the department’s lead-in display, an island unit that is set aside for color launches. As part of its plan to keep beauty at the door, cosmetics is the first department customers encounter upon entering the store. The cosmetics assortment includes mainstay mass brands like Physicians Formula, Almay, Neutrogena, Cover Girl, Maybelline, Revlon and L’Oréal. There are also products for younger shoppers such as Bonne Bell, f2f, Skaffles and other niche brands. CVS’ Grl Lab, its teen department, is much different here than in other CVS stores. Instead of having its own display, the Grl Lab merchandise is incorporated into a fixture, sharing space with other product categories.
Absent in this store, a high-volume unit in an affluent area, is CVS’ own Essence of Beauty cosmetics line. Essence of Beauty bath, however, gets its own home, and its new Perennials fragrances are prominent.
Curved gondolas achieve a more upscale look, but might not be continued since the configuration holds less product. Also, CVS might not use as many lighted displays — a costly endeavor. Some displays use a brushed metal look with a wooden base for a prestige appearance. Overhead aisle markers in the beauty department continue the blue look, as do shelf strips. Throughout the beauty area, round markers (also blue) are used to designate product sections such as Salon Hair Care, Shampoo and Conditioner and Specialty Hair Care. Salon hair products are also on an illuminated display.
The other areas in the store are food-seasonal and pharmacy. The food area is large and defined by gondolas positioned horizontally to the front of the store. There is also a wood floor to differentiate the area. The site formerly housed a Grand Union, so CVS maintained a large grocery area."CVS’ store of the future is a great example of manufacturers and retailers working together to reinvent the mass shopping experience, which is a key area of opportunity for the industry," said Marc Pritchard, vice president global cosmetics and personal care for Procter & Gamble. "CVS has created what can be described as a kind of ‘beauty oasis’ in the store which has the potential to increase sales. It also offers CVS a way to continue to differentiate themselves from other retailers and gain additional loyalty to their store. This results in what we all desire — a big win for the beauty shopper as well as for the retailer and manufacturer."
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion
“I’m Russian and I love to use all these little tricks that I got from my grandma or my mom. We didn’t have a lot of money for creams or anything like that so we would use a garden as a beauty treatment regime. We’d put cucumber in the fridge and do a cucumber mask,” says model @irinashayk on one of her beauty hacks. WWD asked celebs what their go-to self-care rituals are. See what Naomie Harris, Freida Pinto and more said on WWD.com. #wwdeye #wwdbeauty (📷: @zefashioninsider)
Exclusive: @viktorandrolf are teaming up with @Zalando on a collection made from leftover clothing. The lineup, which lands at the retailer February 1, includes 17 pieces adorned with sliced up and repurposed overstock from the retailer’s private label collection. Pictured here is a look from the collection –– see more on WWD.com. #wwdfashion #wwdnews
@duewestnyc is the newest bar joining the collection of intimate neighborhood-focused spaces in the West Village. The cocktail menu, which includes bitters and syrups made in-house, offers a “Build Your Own Old-Fashioned” – like the one pictured here – where guests can choose from a list of spirits and unexpected sugars and bitters. #wwdeye
Spotted at last night’s National Board of Review gala in NYC: Angelina Jolie. Jolie – along with Meryl Streep, @lupitanyongo and more – continued the all-black dress code from Sunday’s Golden Globes. #wwdeye (📷: @lexieblacklock)