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.
K-beauty is front and center.
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.
Based on the success of the initial foray into skin care, Bernstein challenged Yoon to deliver the same level of clever packaging and results-based products to cosmetics. So now, in addition to rows of masks and creatively packaged skin care, CVS offers