When CVS Health acquired Navarro Discount Pharmacy last year, some industry observers worried if the culture that linked the Miami-based chain to Hispanic consumers would disappear. Any fears were put to rest with the recent opening of CVS Pharmacy y más. CVS re-branded 12 stores in South Florida to the new logo complete with a bilingual staff and signage.

Beauty plays a major role in the look with a huge fragrance counter stocked with upscale scents and serviced by beauty advisers. Navarro stores traditionally outpaced other drug chains in fragrance sales and CVS plans to keep the momentum growing. CVS already saw the power of attracting Latina women following the success of Nuance by Salma Hayek (launched by the Mexican celebrity in 2011), especially in skin care. The timing dovetails with the efforts of many beauty brands to target multicultural consumers – the largest group being Hispanics.

“The goal of CVS Pharmacy y más is to create an environment where our Hispanic customers feel at home and can receive CVS Pharmacy’s best-in-class pharmacy services along with personalized products and services to better meet their diverse needs,” stated Gabriel Navarro, chief of Hispanic Consumer Growth at CVS Pharmacy. “The ‘y más’ signifies the availability of more products and services that are important to the Hispanic consumer and an overall shopping environment that is more tailored to the Hispanic consumer.”

Miami, which is Navarro’s stronghold, is the first area to get the new look, but manufacturers said additional U.S. markets will roll out soon. CVS is one of several chains looking to tailor the front-end mix of each of its stores to market demographic clusters. Beyond the expanded beauty offer, the stores feature more than 1,500 brand-name products familiar to Hispanics, including Café La Llave, Agustin Reyes, Fabuloso, appliances such as pressure cookers and arepa makers and shots of cafecito (Cuban coffee).

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