CVS, Essie Relaunch Nail Polish Loyalty Program

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CVS, Essie Relaunch Nail Polish Loyalty Program

By Jacqueline Barba - 10/12/2020

CVS Pharmacy and L’Oreal USA’s Essie have reintroduced an exclusive loyalty program under a new name: “All Access.”

The partners' first stab at a nail polish loyalty program was in April 2018 with the launch of “Obsessie,” which rewarded ExtraCare loyalty members that made a cumulative purchase of four Essie nail polishes with the fifth SKU free. The new All Access program has the same incentive but doesn’t require any additional enrollment, only requiring that shoppers be ExtraCare cardholders.

Obsessie had launched in conjunction with the debut of an exclusive, limited-edition royal wedding-themed nail polish collection curated by the duo ahead of Britain's Prince Harry and Meghan Markle’s May 2019 wedding. At the time, CVS Health vice president of beauty & personal care, Maly Bernstein, told the Path to Purchase Institute that the program was extended past its intended three-month stint to run an entire calendar year (July 15, 2018-July 15, 2019) due to its wide popularity among shoppers.

The new All Access program is ongoing, resets every 12 months and is redeemable only in stores. Shoppers can keep track of how close they are to reaching the threshold online at cvs.com/extracare or on the CVS mobile app.

In terms of support for the launch, All Access was subtly introduced in CVS’ May 31 circular, tying in to the designation of June 1 as National Nail Polish Day. CVS has tied in to the micro-holiday over the last few years by offering nail polish brands prime merchandising space in stores and offering special ExtraBucks rewards and discounts on related product. The feature, and some digital support since, positioned All Access as Essie’s “first-ever loyalty program,” which is technically inaccurate but nonetheless aiming to draw attention.

Essie and CVS have joined forces multiple times before, sometimes on exclusive offerings. In November 2019, Essie launched its “Intergalactic Metals” collection exclusively at CVS, cvs.com and essie.com. The collection spanned six shimmery/metallic colors priced at $9. The Institute spotted an account-specific floorstand merchandising the collection back in June, near the permanent Essie gondola display found in most stores. Signage on the gondola as well as shelf talkers and display racks in select stores have also been spotlighting Essie’s new quick-dry line Expressie, which launched with 40 shades in December 2019.

NOTE: To view the original article and more images like this, visit p2pi.org. Path to Purchase Institute members have access to nearly 3,800 images and 550 articles of marketing and merchandising activity at CVS Pharmacy as well as a full Retailer Profile outlining the chain’s operations and strategies.