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CVS rebrands O-T-C store brand line

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WOONSOCKET, R.I. — CVS Pharmacy has rebranded its private label health and wellness products under the CVS Health name. The line of more than 2,500 products spans 19 ­categories.

“The new CVS Health brand further aligns our assortment of high-quality, exclusive products to our company’s health care heritage and purpose of helping people on their path to better health,” said Cia Tucci, vice president of store brands and quality assurance. “Quality is our commitment, and under the CVS Health brand name we will continue to create innovative health and wellness products not already available in the marketplace as well as continue to always find ways we can improve our tried and true products to better suit the needs and lifestyle of our customers.”

Products branded CVS Health cover segments including allergy, cough, cold and flu remedies; digestive health; first aid; vitamins, diet and nutrition; eye care; sun care; nicotine replacement therapy; home diagnostics; and women’s wellness.

Company executives say the brand will be marked by innovation, saying that the chain is in a unique position to identify gaps in the marketplace and is committed to creating new-to-market offerings as well as enhancements to existing products and packaging. CVS Health products are designed to be easy to use and give customers an enjoyable experience from store shelf to home, say company executives.

All of the retailer’s store brands have a heritage of quality and safety, they add, saying CVS provides a rigorous testing platform for all the products.

CVS Health products are said to have the same desired effects as national brands, and many offer the same active ingredients, providing quality and effectiveness at 20% to 40% discounts.

The launch is the latest phase in the company’s commitment to transforming its stores into premier health and beauty destinations by bringing high-quality, innovative and trusted products to its shelves.


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