CVS announced the introduction of Makeup Academy, the drugstore's exclusive makeup line. The foray into the beauty segment is another example of CVS's efforts in expanding store brands.
"Makeup Academy is another example of our dedication to first-to-market innovation within the store brand category," said George Coleman, VP of store brands at CVS. "We are proud to introduce this professionally designed, premium cosmetics and beauty accessories line, developed specifically to surprise and delight our beauty customers when they visit their local CVS/pharmacy."
The new line includes more than 145 products within the categories of lip products, false eyelashes and makeup brushes. The products are geared toward the 80 percent of of CVS's 35 million weekly shoppers who are women. The retailer has reported that lip products are the number one impulse buy at CVS stores, and lash is the fastest-growing category for the last three years at CVS.
CVS recently furthered its focus in the health and wellness products category when it introduced Fit Choices, the store's brand of healthy snacks.
CVS is hoping to offset a potential $2 billion in sales loss when it stops selling tobacco products entirely in February.
-See this CVS press release
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