Cvs flawless facial hair remover7/26/2023 The K-Beauty HQ was developed in response to the changing needs of CVS Pharmacy shoppers – many of whom turn to our stores for the best in beauty and health and want their products to merge those categories.Ĭurated in partnership with Alicia - who is also the founder of Korean beauty site, Peach & Lily - the extensive collection now features almost 170 innovative, eye-catching products, with a large selection of hand, body and lip items being added just last month. We keep up with beauty trends and innovation so that we can keep up with our beauty customers, constantly giving them the “new news” they crave.ĮCRM: Can you give us an example or two of some recent successful products you have brought into your category?īernstein: Our recent partnership with Alicia Yoon, one of Korea’s most notable and influential beauty experts, to develop our K-Beauty HQ is an example of bringing a major global and social trend to stores ahead of the typical timing that trends hit the mass market. As a result, we’re committed to bringing in beauty innovation fast from new buzzworthy Indie brands like WunderBrow exclusively in-stores at CVS or Flawless “the gold standard” in facial hair removal, from Iconic brands like Revlon’s ColorStay Exactify liquid liner with a wheel tip, and more and more from ingredient-led brands like being the first to carry Burts color cosmetics in stores or expanding our assortment of naturally inspired hair care. We appreciate that two thirds of in-store beauty purchases are influenced by social media and over 80 percent of our top beauty customers keep up with what’s hot in fashion. Our K-Beauty pop-up shops in Times Square and Columbus Circle are examples of this total vision! Knowing our customer goals, my team inspires me with what we could do differently, bigger, bolder…everyday!ĮCRM: How do you keep tabs on emerging product trends to help in your sourcing efforts?īernstein: At CVS Pharmacy, we are dedicated to helping our customers find the latest beauty trends and innovations affordably in our stores. As her emotional health can be as important as her physical health, we are focused on giving our customers guilt-free offers, stress-free access to buzzworthy products and healthy alternatives, and fun me-time in beauty. Together, we’re dedicated to helping our customers on their path to better health across all aisles of the store. These are the reasons why I am proud to be a part of the team at CVS Health and to lead our team in beauty and personal care. To achieve that I believe takes a team with a vision, guts and grit. I aim to inspire my team in thinking about what could be possible, and they continually inspire me with what is possible – taking ideas to the next level for customers.ĮCRM: What are your team’s strengths, and what characteristics do you attribute to their success in today’s turbulent retail environment?īernstein: At CVS Pharmacy, we look forward to leading the next revolution in beauty. I believe in creating “wow” customer experiences that excite customers, brand partners, colleagues, and inherently differentiate CVS Pharmacy. Maly Bernstein: Starting my retail career in the book industry, I learned early that “it’s not about the product you sell, but about the story you tell,” and as WWD recently captured, “ like to do anything half-hearted”. CVS Pharmacy’s Maly Bernstein, VP of Merchandising, Beauty, Personal Care, Photo & Money Services, and her staff were recognized as ECRM’s 2017 Merchant Team of the Year for the beauty category for their excellence in sourcing, merchandising, and supplier collaboration.ĮCRM discussed these three areas with Bernstein, to highlight the strategies and successes that earned her and her team the award.ĮCRM: What is your leadership philosophy to encourage your team to be their best?
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