Shoppers Drug Mart Corp. has opened the latest iteration of its beautyBOUTIQUE store-within-store concept in Toronto.

Shoppers Drug Mart, beautyBOUTIQUE, prestige beauty, Domenic Pilla, Canadian drug chain, Toronto Eaton Centre, Cathy Masson, beauty care, cosmetics, fragrances, skin care, Bayview Village

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Shoppers Drug Mart unveils new beautyBOUTIQUE

August 28th, 2013

TORONTO – Shoppers Drug Mart Corp. has opened the latest iteration of its beautyBOUTIQUE store-within-store concept in Toronto.

CEO Domenic Pilla introduces the new beautyBOUTIQUE iat the chain's Toronto Eaton Centre store.

The Canadian drug chain said Wednesday that the new beautyBOUTIQUE, at the Toronto Eaton Centre shopping mall and office complex in the city's downtown, marks second Shoppers Drug Mart location to offer customers an "elevated prestige beauty experience."

With 21 prestige beauty brands, the 4,000 square-foot beautyBOUTIQUE features new fixtures, digital signage, enhanced fragrance and dermatology areas, all against the backdrop of a luxurious retail environment, according to Shoppers Drug Mart.

"Our goal was to design a unique and inspiring experience leveraging our customer insights in beauty while also integrating emerging customer trends," Domenic Pilla, president and chief executive officer of Shoppers Drug Mart, said in a statement. "Shoppers Drug Mart has always pushed the envelope when it comes to the beauty category, and as a result we have become the market leader in mass and prestige cosmetics, fragrances and skin care products and the beauty destination of choice for Canadian women."

According to the retailer, the latest beautyBOUTIQUE's design scheme comes from the idea of a gift box and untying a ribbon to reveal the present. The ribbon concept is reflected in the elements of the store design, including the digital signage wrapped around the boutique and the finishing elements extending over the fixtures to the ceiling.

The boutique's design also allows customers to feel comfortable browsing in an environment that is modern, sleek and interactive while also catering to their need to complete their shopping quickly, Shoppers Drug Mart said.

"It was the right time to evolve and enhance our concept to modernize the fixtures, adapt to changing shopping behaviors, incorporate new communication vehicles like digital signage and grow our brand assortment to include new prestige vendors," stated Cathy Masson, vice president of category management at Shoppers Drug Mart. "We introduced this new concept all while holding true to our principles of knowledgeable and unbiased service in an enjoyable and convenient shopping experience".

In addition, the remodel Shoppers Drug Mart store in Toronto Eaton Centre provides a broad assortment of health, beauty and convenience items, as well as a full-service pharmacy and a Canada Post outlet.

Overall, Shoppers Drug Mart has beautyBOUTIQUE in more than 330 stores, or approximately a quarter of its locations.

The chain refined the 10-year-old beauty format earlier this year, expanding the product and brand mix, spotlighting its beauty advisers and launching a new interactive website. The boutique's presentation also was enhanced, with the first such location opening in Shoppers Drug Mart's store at the upscale Bayview Village shopping center in Toronto.