WOONSOCKET, R.I. — CVS/pharmacy has launched what it says is the industry’s first beauty club program.

Unveiled during the People’s Choice Awards television broadcast earlier this month, the opt-in ExtraCare Beauty Club is an extension of the chain’s ExtraCare loyalty program launched in 2001.

“Because of our ExtraCare program, we know our customers and what they want from their beauty shopping experience at CVS/pharmacy,” vice president of beauty care Cheryl Mahoney says.

“The launch of the CVS/pharmacy Beauty Club 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,” she explains. “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.”

The new beauty loyalty program will give shoppers who register their cards additional rewards on beauty care purchases and other beauty-specific benefits.

Members will receive a 10%-off beauty shopping pass upon enrollment, $5 in ExtraBucks rewards with every $50 beauty purchase and $3 in ExtraBucks rewards on their birthday.
Members will also receive monthly e-mail newsletters with coupons, tips from experts and new product information.

The rollout of the program was announced by the host of this year’s People’s Choice show — singer, actress and spokeswoman for Procter & Gamble Co.’s (P&G’s) CoverGirl line Queen Latifah. P&G was the main sponsor of the program.

Since CVS began ExtraCare nearly a decade ago, the program has grown to include a reported 66 million members, according to the company.

The program rewards customers with 2% back on purchases in ExtraBucks rewards and $1 ExtraBucks rewards to spend on front-store items for every two prescriptions purchased.
And CVS has tapped into the growing social network phenomenon for its Beauty Club, creating a dedicated Facebook page and a Twitter account.