The exclusive beauty care collection, cocreated in 2011 by the company and actress Salma Hayek, quickly became the best-selling proprietary brand in CVS’ history.
The company is hoping a revamp of the brand’s makeup offerings will benefit the entire Nuance Salma Hayek brand, which at its launch comprised some 160 products in four categories — skin care, cosmetics, hair care and body.
The cosmetics makeover involves replacing the segment with 37 new SKUs, at prices ranging from $10.99 to $14.99. The improved line includes a moisturizing lipstick, a cream concealer, eye shadows and other products.
“This new collection of cosmetics is truly premium quality, and we are proud to offer our customers exclusive brand products that help her feel both healthy and beautiful,” said Cia Tucci, vice president of store brands and quality assurance at CVS/pharmacy.
Hayek played a central role in creation of the line, with products inspired by her beauty rituals and extensive global travels, CVS said. Hayek grew up in Coatzacoalcos, a port city in southern Mexico, where she said she learned beauty secrets from her maternal grandmother, who made scrubs, masks and conditioners using indigenous ingredients such as blue agave, prickly pear, mamey (the tropical fruit from a tree that resembles the magnolia) and tepezcohuite (a tree-bark extract prized for its regenerative properties and used in Mexico to treat burn victims).
With the Nuance line, Hayek and CVS are tapping into consumers’ growing interest in beauty products and regimens with links to time-honored rituals and exotic botanticals.
CVS/pharmacy has made strides in upgrading its beauty departments in recent months with the addition of premium products and enhanced services. The moves were begun shortly after CVS Health decided in February 2014 to eliminate tobacco products from the merchandise mix at its drug stores and when the company’s retail leadership team reexamined the business and quickly decided that beauty care was an area ripe for innovation.
CVS/pharmacy has partnered with Dr. Vivian Diller, a psychologist who studies the role of beauty in women’s lives, to research beauty’s effect on health. The company last month released findings that Diller compiled over the past 20 years that suggest attention to personal care confers significant short- and long-term health benefits.
In July the company introduced three exclusive beauty lines that represent an expansion in the categories — naturals, therapeutics and clinically proven products — that play to the company’s strengths in health and beauty.