CVS explores health/beauty connection in new initiative Store exclusives tout health benefits of cosmetics Citing a commitment to customer health, CVS Caremark ended tobacco sales in its over 7,000 pharmacies in the U.S. last year. The bold move, costing the company an estimated $2 billion in annual sales, was indicative of a shift in the brand’s focus. In July, CVS extended its commitment to wellbeing by introducing an enhanced beauty shopping experience for women that strives to merge health with cosmetics. CVS partnered with Dr. Vivian Diller, an expert on the “psychology of beauty,” to examine the connection between outer beauty and inner health. Citing over 50 studies on the health effects of psychology, CVS and Dr. Diller found that the psychological effects of confidenceboosting beauty is known to have significant behavioral benefits, such as improved eating and sleeping habits, self-care and maintaining immunity to illness. Additionally, Dr. Diller identified an important link between relaxation and personal care; women who incorporate relaxation into their beauty routines are likely to have improved oxygen consumption, respiratory rates and blood pressure. 18 Spray October 2015 “Despite the fact that most women know you get an instant emotional lift when you feel attractive, somehow making time for yourself or ‘indulging’ in a beauty routine is often considered a guilty pleasure,” said Diller. “Far from frivolous, however, there is real science behind the beauty-health connection.” In accordance with these findings, CVS announced that stores nationwide will debut several new and exclusive beauty launches within “healthy beauty” categories. CVS locations will also offer in-store beauty consultants, specially trained to help customers assemble the proper regimens for health and beauty. One of the first major roll-outs of CVS-exclusive products is from Canadian Cana- skin care brand Jouviance,, with a dermatologist-tested line of products combining the latest in biotechnology, natural plant extracts and concentrated ingredients for long-term results. Cleansing Gel is an alcohol- and soap-free cleanser that helps unclog pores and remove surface impurities, makeup and ties,excess oil without drying the skin. Cleansing Milk incorporates avocado oil, rich in Vitamins A, C and E, to help protect against damage Ron Cogswell
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