BEAUTY CARE

CVS opens Beauty360 No. 3 in one of its original Project Life stores

BY Drug Store News Team

RIDGEFIELD, Conn. CVS Caremark opened its third Beauty360 department at an existing CVS store here on Main Street. The roughly 3,000-sq.-ft., high-end store-next-to-store concept carves out a space the size of a Sephora store to create an entirely different shopping experience for CVS beauty customers, featuring such brands as Borba and Ahava, with retail prices topping $100 and more.

The newest Beauty360 opens in a CVS store that is no stranger to innovation; the location was one of the early Project Life stores.

A few new wrinkles at CVS’ newest Beauty360, includes the addition of hair care and an increased presence in men’s grooming. The retailer debuted 10 new brands in all, including, Vincent Longo, Cargo, Jack Black, Anthony Logistics for Men, Mario Badescu, Bioelements, Philip B, LOLA, H20+ and Neil George. The changes came in response to extensive customer research, CVS VP merchandising Cheryl Mahoney told Drug Store News. “We’re listening to what our customer are telling us,” she said.

Beauty 360 was launched by CVS/pharmacy in 2008 with the inaugural location in Washington, D.C., followed soon after by the second store in Mission Viejo, Calif.

The new store is also roughly 300 sq. ft. larger than the first Beauty360 it opened last November in Washington, D.C.’s Dupont Circle neighborhood, CVS senior category manager for beauty Mary Lou Gardner told VIP attendees at Monday morning’s grand opening festivities. Given the newest location’s more open feel, however, the space “feels twice the size” of its other location.

According to CVS SVP merchandising Mike Bloom, CVS plans to operate Beauty360 in roughly 50 stores a year from now, with 30 or more open by the end of the year. In particular, Bloom noted, the former Longs stores — now undergoing conversion — in California offer several opportunities to add Beauty360, and that is the current plan for many of those stores, he said. The stores, which also offer a menu of salon services including mini-manicures and makeup consultations — a major component of Beauty360, bringing a more experiential element to the shopping experience— will look to offer additional services in the future, Bloom said.

In addition to having several of its brand partners on hand, joining CVS executives for the grand opening of Beauty360 no. 3, was “Sex and the City” star Kristin Davis, who is also a celebrity spokeswoman for the Ahava brand.

Like its other Beauty360 stores, the department features a separate entrance at the front of the store, and is also connected to the adjacent CVS/pharmacy location via a breezeway entrance located at the end of the main store’s cosmetics wall.

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Helen of Troy enters licensing agreement with office supplies co., drug maker

BY Alaric DeArment

EL PASO, Texas A company that designs, develops and markets brand-name personal care and household consumer products plans to license one of its brands to an office products company and a drug maker.

Helen of Troy announced Friday that its OXO brand had entered two licensing agreements with Staples and pharmaceutical company UCB. The 19-year-old brand makes consumer products based on Universal Design, and products resulting from the relationships with Staples and UCB will use OXO’s resources and design philosophy.

The office tool line, OXO Good Grips, will be available in all Staples stores and on www.staples.com beginning this month. The line includes items such as push pins, staplers and staple removers.

“With these partnerships, we were able to apply our design principles in a different setting,” OXO president Alex Lee said in a statement. “Both were collaborative processes from beginning to end and executed as if they were internal OXO projects.”

With UCB, OXO has developed a syringe and packaging components for the drug Cimzia (certolizumab pegol) designed to accommodate rheumatoid arthritis patients who self-administer their medicine. The Food and Drug Administration approved Cimzia as a treatment for rheumatoid arthritis earlier this week.

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Clearasil announces winners of Pimple Blocker Battle

BY Allison Cerra

PARSIPPANY, N.J. Clearasil announced Monday the winners of the first ever Pimple Blocker Battle and the title of the Clearasil Dance Crew.

After competing in the Pimple Blocker Battle last month on the stage of the Hard Rock Cafe in Times Square, CompleXion Crew of Martha’s Vineyard had been voted the best dance crew via online viewers. The crew will be awarded with a $10,000 prize package and a year contract with Clearasil.

“Clearasil believes that confidence is the key to success, both on and off the stage,” said Alexander Lacik, GMM. “We were thrilled to offer these teens the opportunity to showcase their talents in front of industry professionals and receive feedback that they can utilize in the future.”

For more information on the Clearasil Pimple Blocker Battle or to watch the winning performance, visit www.clearasil.us/pimpleblockerbattle.

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