CVS/pharmacy Gives a Boost to Beauty

CVS/pharmacy is pushing its new "Beauty Club" to shoppers looking to glam up as winter gears down.Violators and counter cards promote the Club, an offshoot of the chain's popular ExtraCare rewards program. (See "Marketing at CVS/pharmacy" in Related Articles.) CVS claims that, with roughly 62 million cardholders, its loyalty program is the nation's largest.Shoppers register online, or in stores by bringing take-ones from the signs to checkout for scanning. Club members receive a "Beauty Shopping Pass" delivering 10% off the first qualifying purchase after enrollment. Thereafter, a member gets $5 in ExtraBucks for every qualifying purchase of $50, and a $3 ExtraBucks reward on her birthday. The rewards are coordinated through ExtraCare cards.The program was unveiled in high style on Jan. 5, with host Queen Latifah making a live announcement during CBS' broadcast of the People's Choice Awards. CVS sponsored the annual TV event, which is produced by leading beauty vendor Procter & Gamble.Latifah, who serves as spokesperson for P&G's CoverGirl brand, also announced a two-day sweepstakes awarding a trip to the 2012 awards show in Los Angeles and $500 worth of beauty products. Consumers were entered automatically by registering for the Club on CVS' website.The drugstore chain's sponsorship also included live "CVS Beauty Club Moments" in which celebrity stylists Bobbie Thomas and Robert Verdi awarded people in the audience with store gift cards and seat upgrades.A full page in the chain's Jan. 16 circular introduced the Club amidst features for products from P&G's CoverGirl and Olay, along with SKUs from exclusive brand Lumene and the chain's eponymous private label. Features in subsequent weeks have spotlighted brands from several manufacturers.The marketing plan includes a TV spot that broke during the People's Choice Awards broadcast (see video below), as well as direct-mail drops, paid search ads on Google and banners ads on the websites of women's communities. The Club also has Facebook and Twitter pages.The Beauty Club is but one aspect of CVS's broader "Reinventing Beauty" platform, which encompasses in-store Healthy Skincare Centers and beauty advisors, exclusive brands and the "Beauty Guarantee," a 100% cash-back promise to dissatisfied purchasers. Circulars for the week of Feb. 27 beat the drum for the beauty parade. CVS offered ExtraBucks rewards of $3 on $10 purchases of select Maybelline products from L'Oreal USA, $7 on $10 purchases of Physician's Formula SKUs and $5 with $15 buys of items from Unilever's Dove, Degree, Caress, Lever, Vaseline, or Axe.Reinventing Beauty's core directive, according to CVS' website, is to offer shoppers a huge selection of beauty products at affordable prices. Among these are Lumene and anti-aging line Skin Effects, which are prominently displayed on backlit shelves.

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