What: A new format for merchandising skin care, dubbed the ‘Skin Care Center’, is CVS Pharmacy’s initial move toward prestige beauty.

Why it is important: Following other mass-market retailers like Target, Kohl’s or Walmart, CVS is using the shop-in-shop format to bring prestige beauty to its aisles.

Initially, the concept was intended to streamline product delivery for its consumers in a place they already feel comfortable. Leveraging consumer confidence in CVS for health and wellness, the company plans to primarily provide skin care solutions.

CVS teamed up with L’Oréal to develop the space’s service components with a deep focus on the customer needs to drive each offering. Starting small with three locations, CVS hopes to expand the prestige beauty offering with licensed estheticians and trained consultants to offer customers an experience not traditionally found in other beauty retailers.

CVS Pharmacy moves toward prestige beauty