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CVS Piloting Skin Care Centers, The Latest Prestige Cosmetics Shop-In-Shop Experiment

Executive Summary

CVS is trialing Skin Care Centers in three strategic locations, building on its BeautyIRL concept launched in 2018. Featuring prestige brands and L’Oréal-trained beauty advisors, CVS Skin Care Centers follows Walmart’s launch of BEAUTYSPACE installations in March and moves from Kohl’s and Target mid-pandemic to wow shoppers with curated prestige beauty assortments.

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