CVS on March 15 will launch Enlite Super Face and Flawless Body, a 19-stockkeeping unit collection formulated to rival the popular indie brands tearing up sales at specialty, department stores and online. The face items will be stocked in 4,000 CVS doors and the body items in 1,900.
Maesa created the Enlite collection to fill white space in the mass market. The company has become a major resource for retailers looking to curate exclusives with a portfolio encompassing Flower by Drew Barrymore at Wal-Mart, Circa at Walgreens and Fiona Stiles at Ulta Beauty.
“Owned brands are growing in today’s world where everybody [every brand] is everywhere. If you want people to have a unique shopping experience, you have to drive them to your door with differentiation,” said Scott Oshry, chief marketing officer at Maesa. “What retailers find is the lines drive new shoppers they haven’t seen before and higher transactions.”
Enlite is the latest in a string of exclusive beauty logos designed to separate CVS’s offer from mass competitors. The chain’s proprietary stable includes MUA Makeup Academy, Nuance by Salma Hayek and several dermalogical brands only distributed in CVS in the U.S.
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At CVS Health’s annual Analyst Day in December, Helena Foulkes, CVS Pharmacy president, earmarked beauty for stepped-up efforts. Noting that consumers are visiting retailers less often, she said the chain is driving larger baskets and incremental sales from categories such as beauty. In a program to elevate beauty, CVS has stepped up its cosmetics presentation resulting in a more upscale look and feel in the beauty department that has contributed to a 3.7 percent lift in beauty and personal-care sales in remodeled stores.
Enlite is expected to assist in those efforts. Industry sources estimate the line could achieve first-year sales in the $7 million to $10 million range.
Oshry said this is CVS’s answer to the constant churn of innovation consumers quickly learn about and can purchase online. “We’ve seen this insurgence of indie brands which grow fast because people hear about them through blogs, vlogs, online and Google in general,” he said of the speed-to-market for edgy brands. “Now CVS can do this, too, and offer what is going on right now. What people want are sensorial, efficacious, quick fixes — that was the goal of this collection. There’s nothing like this in the mass market now.”
The Enlite assortment was built as a result of social media, added Renee Ryan, vice president of marketing and product development at Maesa. CVS was looking for a segment that was not being addressed in its current skin-care offering. “We started doing some ‘social listening’ and after several months of hearing what influencers and enthusiasts were talking about, we assembled a collection of hero items that are effective and addicting,” she said.
Some of the brands inspiring Maesa were GlamGlow, Peter Thomas Roth and Dr. Brandt.
The lineup is divided into color-coded segments: face essentials, targeted masks and pads and body products. Each item has callout copy with three active ingredients and three key benefits. There’s also a blend of antioxidants called Optishield in each and signified on the package.
Prices range from $12.99 for a Foam Away Clarifying Foaming Cleanser to $21.99 for Body a Glow Glow, a Shimmering Body Glycolic Lotion. A few items Maesa believes will be early out of the gate include Hot Rock Revival, a polish pumice body scrub; Liquid Assets, a silver peel-off mask with colloidal platinum; Check Your Bags at the Door, hydrating and depuffing eye pads; Skin Cardio, a lifting and tightening gel, and Secret Service, a lip nourishing cream.
Enlite will be promoted via social media, especially Instagram where it is expected people can post their “instant fixes,” from using Enlite.