CVS’s Beauty Reinvention: A Year of Transformative Changes

One year into her role as Vice President of Merchandising for Beauty and Personal Care at CVS, Michelle LeBlanc has set the stage for a significant transformation within the U.S.’s largest drugstore chain. With a focus on health and customer needs, CVS is reshaping its beauty aisles to better fit modern consumer preferences.

Strategic Changes to Beauty Aisles

LeBlanc has introduced a series of strategic changes aimed at elevating the shopping experience for beauty products:

• Sunscreen Reforms: CVS has classified sunscreens with SPF below 30 as outdated. Following the Skin Cancer Foundation’s updated guidelines from May, the chain has eliminated these lower-SPF options from its owned-brands portfolio. This follows a prior decision in 2017 to withdraw products with SPF 15 or less, solidifying its commitment to skin health.

• Store Layout Updates: In a pilot program, CVS is moving skin care products to the front of the store, previously dominated by color cosmetics. This change is currently being tested in select locations, with plans for broader implementation amidst ongoing restructuring efforts that will see the closure of 271 stores this year.

Understanding Consumer Behavior

According to LeBlanc, these transformations are a direct response to evolving consumer behaviors:

“More and more consumers are prioritizing their skin health, and they’re doing it in a way that’s driving more shopping opportunities. It’s not just about lipstick or mascara anymore; it’s about skin care knowledge and ingredient awareness,” she commented.

Simplifying the Shopping Experience

Recognizing the overwhelming choice consumers face, CVS aims to make skin care shopping easier. LeBlanc emphasizes the importance of clear communication:

• Curation of Products: CVS is focused on creating an assortment that provides simple messaging. Instead of overwhelming customers with ingredient details, the emphasis will be on common needs, such as sun protection.

• Consumer-Centric Language: By using language that speaks directly to customer needs, CVS aims to simplify the shopping experience while still providing valuable educational insights.

Partnership for Expertise

In line with its commitment to reliable health and beauty guidance, CVS has enlisted Dr. Camille Howard-Verović, a New York City-based dermatologist, as its derm adviser. Her expertise will play a vital role in:

• Product Development: Dr. Howard will help CVS evaluate new products and trends, enhancing safety and efficacy in offerings.

• Credibility: Her involvement is intended to bolster CVS’s position as a trusted source in the health and beauty space.

Aligning with Health Guidelines

By ceasing the sale of sunscreens with low SPF, CVS is taking steps to enhance consumer safety. LeBlanc expressed:

"This decision builds on our previous commitment to health and wellness, continuing to position CVS as a trusted resource for our customers."

Commitment to Health and Wellness

LeBlanc asserts that CVS has always existed at the crossroads of health, wellness, and beauty. The company’s strategy includes:

• Historical Decisions: Notable decisions have included exiting the tobacco market and addressing menstrual product pricing to support customer welfare.

• Trust and Authority: The ongoing strategy aims to solidify the trust relationship CVS has with its shoppers, transforming how beauty products are perceived in the pharmacy context.

In this evolving landscape, CVS is not merely reacting to beauty trends but actively shaping them through thoughtful strategy and consumer engagement. The combination of expert guidance, strategic curation, and a deep understanding of customer needs highlights CVS’s commitment to both health and beauty.

For more insights on skin health, discover the Skin Cancer Foundation’s guidelines.