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03/24/2021

CVS Elevates Textured Hair Care

Jacqueline Barba
Associate Editor, Path to Purchase Institute
Jacqueline Barba profile picture
a stack of flyers on a table

CVS Pharmacy is elevating textured hair care brands both online and in stores.

At a newly remodeled CVS Pharmacy in Chicago’s Northside, multi-brand, account-specific violators in the multicultural/textured section of the hair care aisle highlight brands including Mielle Organics, Carol’s Daughter, the Mane Choice, Design Essentials, Camille Rose and Procter & Gamble’s Gold Series by Pantene. Most of the brands are Black-owned, or were formerly Black-owned, aside from Pantene’s Gold Series.

The violators communicate a “Proud to partner with inspiring brands” message and encourage shoppers to “Embrace [their] natural coils, waves and curls,” while spotlighting the backstories of the brands or brand creators. One violator spotlighting Carol’s Daughter explains the brand was created by Lisa Price in 1993 in Brooklyn, NY, and named after Price’s mother while touting a new water-to-foam shampoo dubbed Wash Day Delight as having the ability to lift build-up without stripping and enable faster detangling.

Online, a dedicated shop within cvs.com highlights textured hair care products and brands, particularly elevating some of the same “inspiring” brand partners showcased in stores by having their logos link to a separate e-commerce page listing product from the brand. The main shop also lets shoppers refine their search by product category including styling gels, leave-in conditioners, and curl creams & polishers.

graphical user interface, application

Visitors can additionally shop the destination by curl type (wavy, curly or coily) with links to individual, dedicated web pages for each providing more relevant information and listing product. For example, coily hair types are defined as “naturally dry, and tend to form tiny curls or tight zigzags” while one of the subsets is “Naturally dry with a lot of shrinkage” and most in need of hydrating oils and leave-in conditioners.

Interestingly, the in-store violators do not bear CVS’ dominant “Digitally Unaltered” identification and watermark, instead depicting the less frequently used “Digitally Altered” stamp, indicating the promotional materials have been materially edited. However, online, the marketing images mentioned are all marked with the unaltered watermark.

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