By  on May 23, 2018

Now it is hair care’s turn to shine at CVS. The addition of hundreds of on-trend indie brands, 160-plus K-beauty products and more than 2,000 natural, organic or naturally inspired products helped CVS register beauty sales gains that outpaced those of the overall mass market. Capping that off, the retailer launched the CVS Beauty Mark, a watermark identifying images that have not been materially altered.

The focus now shifts to hair with the influx of several first-to-market debuts, exclusives to CVS and extensions of strong selling brands. The hair-care business is booming and chains are scrambling to hammer out strategies to maintain their lion’s share of the $9 billion U.S. market. According to IRI data, the majority of segments in the category are up at a time when other beauty categories, such as color, are flat in mass market doors.

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