CVS Creates In-Store Beauty Counter

CVS is among the drugstore chains making a bigger push into the beauty category. The chain is working to offer enhanced beauty products and services in-store to distinguish itself from its e-commerce rivals. Beauty retailers Sephora and Ulta have similar in-store strategies that emphasize product demonstrations and personalized service for customers to drive sales. Rival Walgreens this month bought a minority interest in Birchbox, the digital beauty subscription company, as the drugstore chain also seeks to appeal to millennials and emphasize its personal care products.