SDM, CVS take wraps off new concepts in beauty care

Chain Drug Review, Jan 5, 2009

NEW YORK -- Late fall 2008 saw the launch of innovative beauty store formats from leading chain drug retailers in both the United States and Canada.

In November CVS Caremark Corp. debuted its Beauty 360 prestige beauty store in Washington, D.C., while Shoppers Drug Mart (SDM) introduced its first Murale beauty outlet in Orleans, a suburb of Ottawa.

A month later, CVS opened a Beauty 360 location in Mission Viejo, Calif. The retailer plans to launch 50 more Beauty 360 concepts in the next six months.

The prestige beauty format features a wide range of beauty brands in cosmetics, skin care, fragrance and men's grooming, as well as a treatment room.

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Beauty 360's trained professionals offer a plethora of services, including facials, mini-manicures, hand massages and makeup application.

According to CVS senior vice president of merchandising Mike Bloom, the concept is a natural evolution of the retailer's beauty strategy and leadership.

The format will redefine the beauty shopping experience by providing customers with access to prestige and niche beauty brands as well as an unparalleled level of service, Bloom promises.

The first two Beauty 360 stores include such brands as Laura Geller, Stendhal, Sampar, 24.7, Borba, Talika and Caron Paris. "We are thrilled to be part of this revolutionary concept at Beauty 360," says makeup artisit Laura Geller. "This model will bring prestige beauty to customers in a new format, with a level of convenience that hasn't existed until now."

The store will be an interactive experience, with "Innovation Stations" throughout the store featuring product technology, while "Play Stations" will invite product testing.

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Shoppers at the stores can earn "Beautiful You" rewards, which can be redeemed for free signature beauty services.

If the Beauty 360 concept catches on, CVS is ready to launch as many as 500 to 1,000 such stores in the next five years.

Meanwhile, SDM's Murale format also encourages beauty shoppers to browse and interact. What differentiates the Murale stores from similar European beauty outlets is that Murale also includes a fully equipped pharmacy.

The mauve logo, the pastel interior shades and subtle lighting effects combine to offer the Murale shopper a unique, sensory experience.

Jurgen Schreiber, SDM's president and chief executive officer, believes that Murale shoppers will appreciate being able to get expert advice from three groups of specialists: beauty advisers ("beauty masters"), aestheticians and pharmacists.

In addition to providing full pharmacy services, Murale's pharmacist in residence has particular experience in dermatology. To expedite matters, the pharmacy and skin care departments are adjacent.

Cosmetics are presented in open-shelved panels, fragrances are displayed along an extensive wall, and skin care items are grouped around a central carousel.

Aestheticians in the skin care department will be available for a choice of 30 treatments, delivered in two private cabins at prices ranging from $50 to $220 (Canadian).

"The ability customers will have to consult with both an aesthetician and a pharmacist at the same time will be especially appreciated," says Perveen Gulati, pharmacy manager at Murale's Ottawa store.