Q&A: Democratizing the beauty store with CVS Pharmacy

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Krystal Walker, director of magnificence improvement and buyer expertise at CVS Health, spoke with Insider Intelligence in regards to the launch of Skin Care Centers. Building on the success of the Beauty in Real Life experiential retailer format, the Skin Care Centers join shoppers with superior magnificence diagnostic instruments and experimental training improvements.

Insider Intelligence: How are the Skin Care Centers making the in-store expertise extra partaking?

Krystal Walker: We’ve employed aestheticians as magnificence advisors who can take a look at a buyer’s pores and skin and inform them what is going on on. We additionally introduced in some new instruments, akin to SkinScope, a device utilized by dermatologists, and our crew was educated in partnership with L’Oréal to make sure that they’re nicely versed in leveraging the device.

My favourite factor in regards to the in-store expertise is we have taken on a solution-based technique to navigate the merchandise. There are so many merchandise within the skincare aisle, and we felt there was a possibility to create extra ease for the client. We’re constructing out the expertise and breaking it into completely different want instances, starting from cleaning to the melanin expertise.

In-store experiences now need to be extra partaking. They need to layer in a Digital focus as a result of individuals stroll these aisles with their cellphone in hand and do comparability purchasing and analysis. You have to discover a technique to make it a seamless expertise.

II: Why create a extra accessible and customized magnificence expertise?

KW: We speak about accessibility on a regular basis, ensuring that these particular moments are accessible by all as a result of we’re all about democratizing magnificence. We know {that a} section of our buyer base is identical buyer who walks right into a specialty magnificence retailer and later outlets at CVS. Why not give them the chance to entry that degree of service within the CVS that is on their each day run, somewhat than having to drive 10 miles outdoors of their method?

In addition, we wished to be sure that we had been reflecting the communities we serve, since we all know that some underserved populations do not usually have entry to a dermatologist. We’ve in-built fairness in our MinuteClinics and our Health HUBs, and that is simply one other extension of the identical precept.

II: What shifts have you ever seen inside the magnificence market because of the pandemic?

KW: We noticed an enormous shift towards merchandise inside the self care and DIY part. Now we’re beginning to see that peter out barely, however what’s coming again is that prospects are partaking in additional group social actions. We’ve seen an uptick in classes that assist drive a buyer’s confidence, starting from grooming providers to cosmetics to suncare.

II: What is the way forward for magnificence merchandise?

KW: Personalization will develop into more and more essential. Experiences that tie personalized merchandise to the client are key, and also you at the moment are in a position to do this inside a CVS retailer. In addition, relevance and innovation are essential to our prospects so that you must discover methods to maintain the client engaged as they’re strolling the aisle. For instance, now we have our ModiFace’s Derm Skin Analyzer for the consumer on the go who may not have the quarter-hour it takes to take a seat down for the SkinScope device and desires to have the ability to scan a QR code and maintain it transferring.

 

This was initially featured in within the Retail By the Numbers e-newsletter. For extra retail insights, statistics, and traits, subscribe right here.

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