Beauty Store Detail
Originally billed as a makeup destination for the "time-starved woman," Beauty 360 was conceived in 2008 as a high-end shop that carried more prestigious brands than the average CVS drugstore and offered spa-like services such as hand massages and express facials.
But the chain had to compete with more established rivals such as Sephora during the recession. CVS said the company has decided to devote resources to its core drugstore cosmetics business instead.
In 2011, CVS launched Beauty Club, a loyalty program that has already amassed 10 million members, and an exclusive line of hair care and makeup developed with actress Salma Hayek.
"We have learned a great deal about our beauty customer through our experience with Beauty 360 and plan to apply many of these learnings to future enhancements within our beauty department" at CVS stores, Erin Pensa, CVS director of public relations, told the Santa Cruz Sentinel.