Drugstore chain CVS has expanded their offering of K-beauty (Korean beauty) products in their newly-opened flagship store in New York City. Fortunately, while the 500-product selection is only available in the Times Square store, CVS.com is also pretty well-stocked with some of best-selling K-beauty staples that you need in your collection. Find out more from Women’s Wear Daily and shop our favorite products below:
Maly Bernstein, vice president of beauty and personal care for CVS Pharmacy, doesn’t like to do anything half-hearted.
That game plan is brought to life at CVS’ beauty department in the new flagship in Times Square. Opened last week, it is one of two of the stores in the chain’s portfolio sporting a massive K-beauty shop-in-shop stocked with 500 South Korean beauty products. That comes on the heels of 100 items added to 2,100 CVS doors last April.
“We didn’t want to just try K-beauty, we want to own it. And we wanted to create excitement around it so customers see it right away instead of ‘hoping’ they find it,” said Bernstein during a tour of the beauty aisles in the sprawling two-story, 13,000-square-foot store. In tandem with Alicia Yoon, founder of Peach & Lily and one of the most respected authorities on K-beauty, CVS is broadening its scope beyond facial skin care to South Korean cosmetics lines.
CVS offers lipsticks, facial cosmetics, eye makeup, nail polish and fragranced items in a department that is front and center upon entering the store. One of the most important elements, Bernstein said, is to carve out space for educational messages to help customers learn about the South Korean brands. Masks have become mainstream, but some of the other items require additional signage on shelves. For example, descriptions of products on the fixtures explain items such as peel off lip tints, peel off eyebrow tattoos and cheek polish — which is a subtle lip color painted on like a nail polish.
CVS will continue to monitor customer acceptance and add more K-beauty items to other stores within the chain’s network. “What we have found is we have the standard planogram resets, but we’re getting into fast beauty like fast fashion and we have operations systems that are more agile,” Bernstein said. “When there is something new and hot, we can cut it in right away.”
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