CVS/pharmacy has launched a beauty club for its ExtraCare customer loyalty program.

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CVS adds beauty club to ExtraCare loyalty program

January 6th, 2011

WOONSOCKET, R.I. – CVS/pharmacy has launched a beauty club for its ExtraCare customer loyalty program.

The drug store chain, part of CVS Caremark Corp., announced the ExtraCare Beauty Club on Wednesday evening during the People's Choice Awards 2011 show on CBS-TV.

CVS said the ExtraCare Beauty Club the first beauty club program for the chain drug retail channel. The club provides ExtraCare cardholders who register their cards with additional rewards on beauty care purchases and other beauty-specific benefits. Members receive a 10%-off beauty shopping pass upon enrollment, $5 in ExtraBucks rewards with every $50 beauty purchase and $3 in ExtraBucks rewards on the member's birthday, along with special beauty offers throughout the year.

Members will also get monthly e-mail newsletters with exclusive coupons, tips from experts and new product information.

"Because of our ExtraCare program, we know our customers and what they want from their beauty shopping experience at CVS/pharmacy," Cheryl Mahoney, vice president of beauty care for CVS/pharmacy, said in a statement. "The launch of the CVS/pharmacy Beauty Club, which is the first-ever beauty rewards program for the chain drug channel, takes the value of ExtraCare to the next level for our beauty customers by offering insider access to deals, expert tips and exclusive product access and information. The CVS/pharmacy Beauty Club is an extension of our commitment to the beauty customer and further positions CVS/pharmacy as the destination for beauty."

CVS said it unveiled the ExtraCare Beauty Club during the People's Choice Awards show in a special, sponsored program titled "Your Beauty Your Vote." As part of the program, consumers were invited to vote for their preferred club benefits at, and celebrity host Queen Latifah announced the launch of the ExtraCare Beauty Club during the live broadcast. Celebrity stylists Bobbie Thomas and Robert Verdi also participated with "CVS Beauty Club Moments," where audience members were chosen to receive upgraded seats during the show and receive CVS/pharmacy gift cards.

ExtraCare members can sign up for the ExtraCare Beauty Club online or in CVS stores by presenting their ExtraCare card and an enrollment certificate. Viewers that enroll online starting on Jan. 5 to 6 at are entered into a sweepstakes to win two tickets to the People's Choice Awards 2012 and $500 worth of beauty products.