CVS/pharmacy has expanded its private-label beauty care offerings with the premium Makeup Academy brand.

CVS/pharmacy, Makeup Academy, private-label beauty care, George Coleman, store brand, premium cosmetics, lip care, false eyelashes, makeup brushes, Essence of Beauty

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CVS strengthens private-label beauty care lineup

August 25th, 2014

WOONSOCKET, R.I. – CVS/pharmacy has expanded its private-label beauty care offerings with the premium Makeup Academy brand.

Developed by makeup professionals and beauty experts, the comprehensive line includes more than 145 products in three categories — lip care, false eyelashes and makeup brushes. The items promise fashion-forward colors, luxurious textures and pro-performance designs.

“Makeup Academy is another example of our dedication to first-to-market innovation within the store brand category,” CVS vice president of store brands George Coleman said this month. “We are proud to introduce this professionally designed, premium cosmetics and beauty accessories line, developed specifically to surprise and delight our beauty customers when they visit their local CVS/pharmacy.”

Developed under the same Makeup Academy brand name as the popular U.K. line, the collection was designed exclusively for CVS with a unique product portfolio, distinctive and high-quality formulations, in-demand shades, and refined packaging. It is based on insights into the needs of CVS’ more than 35 million weekly shoppers, 80% of whom are women.

With lip products being the top impulse purchase among CVS shoppers, Makeup Academy’s wide range of unique lip formulations caters to women’s varied needs and makeup choices. Among the more than 100 lip products, the Color Infused Balm ($9) delivers hydration and sheer pigment, the Lip Color Crayon ($8) offers convenient, no-mess color application, and the Liquid Lipstick ($10) provides rich, saturated color and a velvet matte finish.

Makeup Academy’s premium brushes are designed for easy creation of flawless makeup looks, conveniently and affordably. Innovative design engineering has resulted in exceptional quality brushes for specialized use, according to the retailer, including the Pro BB/CC Cream Brush ($19) for expert blending, blurring and diffusing, as well as the Pro 5 Piece Travel Set ($21), featuring natural and synthetic fibers.

The introduction follows last year’s expansion and refreshment of the chain’s Essence of Beauty bath and body collection. The line was extended with four fragrances created by perfumers and featuring luxurious formulations with premium ingredients in upscale packaging. The brand was also expanded with a shea treatment line. Essence of Beauty has consistently been one of the retailer’s best-selling fragrance and body care brands.