Women’s Wear Daily
CVS has rolled out a new shop-in-shop format dubbed BeautyIRL, at four pilot stores, with plans to expand further in the coming months.
The new area moves product away from the traditional cosmetics wall and borrows cues from pop-up shops to appeal to a younger audience. BeautyIRL is 1.5 times larger than usual CVS beauty sections, offers a branded Glamsquad boutique space, Glamsquad Express service that includes blowouts, dry styling and braids as well as 30-minute makeup refresher and skin care services such as eye, lip and face masks. Some stores are even experimenting with manicures.
The area is decorated with mirrors and plush chairs, a Wonderwall that displays trending products and a #NowTrending wall that spotlights socially relevant brands.
CVS BeautyIRL spaces are open to the public at two locations in Fla., one in Conn. and
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