CVS Takes Alternative Choices to New Aisles

Originally published by Shopper Marketing

CVS/pharmacy is making good on its promise to elevate non-toxic and environmentally friendly products across categories.

The drugstore chain recently revamped its “Purposeful Choices” food labeling system and in May, signaled it would expand the concept to new categories to help shoppers make better choices.

In the cleaning supplies aisle, products from Unilever’s Seventh Generation, People Against Dirty’s Method, Caldrea Co.’s Mrs. Meyer's Clean Day, and private label Earth Essentials earn placement on an in-line display with a header explaining that the products are:

• free from phosphates, phthalates and chlorine bleach
• plant based and not tested on animals
• sold in recyclable bottles made from recycled materials

Nearby violators share the same information and depict the logos of the aforementioned brands.

The retailer is also spotlighting better-for-you choices in other aisles with shelf strips and in-line headers with an “alternative choices” message. They appear near such products as Unilever’s Dove deodorant and cough and cold medicine from Ricola’s flagship.

In the feminine care aisle, brands such as Corman’s Organyc provide account-specific shelf trays that describe the products as made from 100% cotton.

The retailer has also pledged to remove chemicals such as parabens, phthalates and formaldehyde donors from more than 600 private label beauty and personal care SKUs by 2019, and work with industry experts to address chemicals of concern in additional categories.

“We listened when customers voiced their desire for products that provide the benefits they need with fewer ingredients of concern. Today’s announcement is a natural step in the evolution of our comprehensive approach to chemical safety,” said Cia Tucci, vice president of store brands and quality assurance, in a press release announcing the initiative in May.