Activation Gallery: Drugstore Beauty
Drugstore beauty is traditionally known for its affordability and access to mass brands, but the channel has veered into prestige and indie beauty territory while also expanding what constitutes a beauty routine. Drugstore leaders CVS Health, Walgreens and Rite Aid have elevated merchandising, marketing and expanded assortments — particularly in emerging subcategories — to drive competition with retailers such as Sephora and Ulta Beauty. Here’s a sampling of what’s been hot in stores recently.
L’Oreal’s NYX garnered a sprawling in-line display at CVS Pharmacy that makes it look more like an Ulta Beauty aisle. The product is separated by “Face,” “Lip” and “Eye,” and affixed signage assists shoppers looking for specific attributes as well as product information.
L’Oreal’s Essie secured the top shelf on a “Trending now” beauty endcap display at Walgreens in February. A branded shelf tray with a relevant header sign communicating “this season’s trending colors” merchandised select SKUs.
CVS Pharmacy merchandised multiple biotin, collagen and keratin supplements from national brands and its private label together in the supplements aisle with a header sign inviting shoppers to “give your beauty routine a boost.” The retailer’s private-label line is emphasized on a branded shelf tray on the top shelf.
Coty’s CoverGirl secured secondary merchandising space at CVS Pharmacy to promote the brand’s new Simply Ageless skin perfector essence foundation line. The display features actress Queen Latifah among smaller images of models to demonstrate how the eight shades adapt to all skin tones. The endcap also includes a large corrugated replica of the Simply Ageless bottle.
Walgreens elevated black-owned hair care brands, including L’Oreal’s Carol’s Daughter and Procter & Gamble’s Mielle, on a “Diversity is beautiful” floorstand. The retailer positioned branded shelf blockers next to select products on respective shelves, including one that promoted Carol’s Daughter’s exclusive partnership with Warner Bros.’ “The Color Purple” musical adaptation film, which was released in December 2023.
CVS Pharmacy united “Responsible Beauty” products and brands, such as Clorox’s Burt’s Bees, AS Beauty Group’s Bliss and Procter & Gamble’s Native, on an earthy endcap display. Affixed signage defines different attributes, including “Sustainably Sourced,” “Sensitive Friendly” and “Vegan,” and dedicates a shelf for each one.
Conair played up the popular get ready with me (#grwm) social media trend with a sidekick merchandising exclusive Scunci hair accessories at Walgreens. The branded display includes a QR code that opens up a YouTube Short promoting the #GRWM collection at the retailer.