CVS is boldly breaking out of the traditional mass market drugstore beauty mold. The retailer offers a glimpse into the future of its beauty footprint in four pilot stores with a shop-in-shop format called BeautyIRL.
The new area — offering everything from express services in an exclusive retail partnership with Glamsquad to brand boutiques instead of the traditional cosmetics wall — will be tested and rolled out to more stores in 2019. There are also 30 brands not often found in mass market venues. There are two BeautyIRL’s in Florida, one in Connecticut and one in Massachusetts.
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