Lumene’s fall color line, Skin Couture.

NEW YORK — Finland has been a good discovery for CVS.<br><br>CVS started selling Lumene, a well-known Finnish skin care and cosmetics line, in November in select stores. The brand has performed so well that all of CVS’ 4,194 stores now...

NEW YORK — Finland has been a good discovery for CVS.

This story first appeared in the July 2, 2004 issue of WWD. Subscribe Today.

CVS started selling Lumene, a well-known Finnish skin care and cosmetics line, in November in select stores. The brand has performed so well that all of CVS’ 4,194 stores now have the body care products and roughly 2,400 units also carry the cosmetics assortment. “We are very pleased with results so far. Customers see the quality of Lumene,” said Janice Jacobs, director of special projects for CVS.

For fall, CVS will add a color collection called Skin Couture featuring runway-inspired looks to reflect the season’s natural palette. “People are tired of the very dramatic looks,” said Riku Benjamin Campo, international makeup artist for Lumene, as he performed makeovers during a Lumene press event this week. The tones range from nude to café au lait and are paired with a sophisticated shimmer. “These products work with all skin tones,” he added.

Among the items for fall are Happy Berry Shine Lipstick, featuring the conditioning effects of cranberry seed oil and vitamin E, as well as the Skin Couture Eye Shadow Collection. These join other strong performers such as Hydra Drop Makeup, the first pairing of pure Finnish spring water and oat milk, and Star Effects Mascara.

Lumene is just one of several major steps for CVS as the chain strives to separate itself from other drug chains. The company also is testing upscale skin care such as Vichy, as well as products from Boots, the U.K.’s leading beauty retailer.

— Faye Brookman