Revamped CVS Beauty Club Takes Shape
CVS/pharmacy’s recently revamped Beauty Club loyalty program is running at full speed after the retailer introduced new benefits in May.
Heavily ramped up email marketing is underlining the new benefits for ExtraCare Beauty Club members. For example, CVS sent:
- CVS sent a June 15 email blast previewing beauty trend reports and inviting shoppers to vote on their preferred method of learning about “on-trend looks.” Less than a month later the first “beauty brief” was dispersed on July 6.
- CVS sent one P2PI staff member a birthday email dangling a free gift (one nail polish from CVS exclusive brand Pop-arazzi) on July 2 – a couple weeks before his birthday.
- CVS sent a July 9 “beauty sneak peek” email blast, encouraging members to “grab these beauties before everyone else” and plugging 30% off just-released beauty products.
- A July 25 email blast from CVS also plugged the 30% off discount while linking to a “New Beauty & Makeup” e-commerce shop within cvs.com.
- CVS sent its second “beauty brief” email on Aug. 10, giving members a “sneak peek” at “August beauty trends,” covering lip gloss looks, K-beauty masks, and "no-makeup makeup" looks. The images included in the missive also flaunt the retailer’s “Beauty in Real Life” watermark, which hasn’t appeared in most stores yet.
In addition, the beauty briefs link to a “Beauty Trends” page within cvs.com that’s updated monthly to match the concurrent trend report content with more in-depth descriptions and advice. For example, the third beauty trend outlined in the August brief links to a “K-Beauty: How to Multi-Mask for Great Skin” blog post including a three-step system and tips.
In stores, new support includes a rack sign depicting a large “beauty club just got a makeover” message. Positioned at store entrances, the sign highlights the new benefits and directs shoppers to cvs.com/beautyclub to sign up. Violators positioned in personal care aisles also support.
CVS additionally continues to plug the club via methods including circular features and display ads as outlined in P2PI’s initial report.