Ready for a Beauty 360?

by Sonja on November 20, 2008

Move over Sephora and Ulta, the drugstore chain CVS wants you to make room for their new luxury store Beauty 360. It definitely looks like these stores will give Sephora and Ulta a run for their money. They’re differentiating themselves by offering special services like mini-manicures, express facials, and mini-massages. How cool would it be to get a little manicure while shopping for the latest hot colors? They’ll also have “Play Stations,” where you can test products, and experts on hand to tend to your beauty needs.

Swanky Stuff

Don’t look for a tube of Maybelline mascara at Beauty 360. These stores will only feature higher end cosmetics brands like Laura Geller and Paula Dorf, and fragrances from lines like Clarins and Juicy Couture.

How Will They Do?

Should be interesting to see how they do in this stormy economic climate. Umbrella, anyone? Perhaps they’ll do just fine if people treat themselves to little “feel-good” beauty splurges, like lipstick, while they put off buying that new big-screen TV (check out Kezia’s article on “The Lipstick Effect”).

Where and When

The first store opened in Washington, DC, in early November. A second store opens in southern California early next month. CVS plans to open fifty more stores throughout the U.S. next year.

The stores will be located next to CVS drug stores. I’m wondering how that’s going to work. Seems like it would make more sense to have them in malls where people are in the mode of spending more money. I know that for me $20 can seem like a lot for an eye cream just a couple aisles down from the TP at Target. But if I’m at a department store or Sephora, $20 feels like a bargain. It’s all relative.

What Do You Think?

I hope a Beauty 360 opens near me. I can’t wait to see what they do with the place. What do you think? Do you feel like there are already enough beauty stores or would you pop in for a mini-manicure and treat yourself to a hot new lipstick at 360?

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Tiffany November 20, 2008 at 8:48 am

I’ll check them out. Somehow I don’t think they’ll let my use my CVS rewards card there though, darn.

Sonja November 20, 2008 at 11:12 am

❤ Tiffany, actually it looks like they will. This is what they said in their news release: “Beauty 360 customers will also reap the benefits of the CVS/pharmacy ExtraCare program… ExtraCare members earn 2% back on all purchases in the form of ‘Extra Bucks,” which can be used at either CVS/pharmacy or Beauty 360. Additionally, Beauty 360 customers will earn “Beautiful You” rewards which can be redeemed forfree signature services at Beauty 360 locations.”

gail November 20, 2008 at 1:57 pm

We don’t have CVS here in California (at least my part), but if they did I would be there. I’m always up for a new beauty store! When Sephora first opened here, I didn’t think I would like it because I love the department store experience, and, although I still do, I really like Sephora too (so much to chose from and a fun atmosphere).

meli November 20, 2008 at 3:40 pm

btw- love that picture, I’ve been a huge Paula Dorf lipstick lover for years!!

Sonja November 21, 2008 at 6:15 pm

❤ Gail, I also love the department store experience. But it is fun to have the “candy store” experience of a place like Sephora. I’m also in California and don’t know of any CVS stores. But who knows. Wouldn’t it be great if some popped up here?
❤ Meli, you know even though it seems like I’ve tried every beauty line there is, I have never tried Paula Dorf’s products. I’ll have to check out her lipsticks. Thanks for the tip!

huongface November 23, 2008 at 1:12 pm

this should be interesting to see. i’m sure at close at it will be to me me is SF, if they ever decide to open one. It would be fun to check out though.

Sonja November 23, 2008 at 6:20 pm

❤ Thanks for commenting, Huongface. I hope one arrives in our area soon!

Mia November 30, 2008 at 12:23 pm

I just checked out their website and I see they have some of my FAVORITE brands - like Laura Gellar, It Cosmetics and Borba!!! I hope one opens near me soon.

Sonja December 1, 2008 at 6:00 pm

❤ Mia, yes, they look like they’re going to have a fabulous selection. I can’t wait to check one out!

Jerome Mickelson January 21, 2009 at 4:13 pm

I work at the store in DC. YOU CAN USE YOUR EXTRA BUCKS AND CVS CARD!!! We do beautiful makeup applications too!!!


Sonja January 22, 2009 at 2:41 pm

❤ Thanks for letting us know, Jerome. I hope one shows up in California so I can check it out. :)

Jerome Mickelson January 22, 2009 at 7:10 pm

The store in Mission Veijo, CA is now open. It is south of Los Angeles. Go to for additional information.

Sonja January 22, 2009 at 10:18 pm

❤ Jerome, that’s awesome! Now we just need one in the San Francisco Bay Area.

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