CVS Gives Its Beauty Club a Makeover

Jacqueline Barba
Associate Editor
Jacqueline Barba profile picture

CVS/pharmacy is revamping its ExtraCare Beauty Club with “fab new benefits” as a way to further engage its beauty shoppers.

A May 21 email blast sent to ExtraCare Beauty Club members announced the program’s “makeover,” while also hinting at “more beauty excitement” to come.

The changes make the loyalty program more like those offered by beauty specialty retailers Sephora and Ulta, with expanded perks and samples rolling out this July, the retailer told Conde Nast's Glamour. The new benefits encompass:

  • Birthday gifts in place of the special birthday month offers members received in the past.
  • Exclusive deals and events for members such as early online access to new beauty launches and monthly themed shopping events.
  • A monthly trend report launching as an extension of the already existing monthly newsletter, which provides exclusive coupons, tips from experts and new product information.
  • A new way to calculate ExtraBucks accrual. Rather than offering $5 in ExtraBucks rewards for every $50 spent, members will now receive $3 in ExtraBucks rewards for every $30 spent on beauty products.

In addition to the email blast, supporting activity spanned a feature in CVS’ May 20 circular, a home page carousel ad, display ads and a landing page within, which the aforementioned email also linked to. Most supporting materials particularly elevated the new ExtraBucks rewards rate.

CVS’ revamp comes at a time where various retailers across channels are improving their beauty departments to better compete with specialty beauty shops. Target, for example, has been growing its already extensive beauty selection, recently adding eight new cosmetic brands that offer more than 150 products designed for medium to dark skin tones. For its part, CVS has also been adding new trendy products such as Korean Beauty items and brands from the likes of Unilever and Naterra International’s Tigi Cosmetics. The retailer additionally introduced a new store format that debuted in 70 stores in 2017 and is rolling out to hundreds more throughout this year. The format includes a “trend wall” to spotlight new launches and niche brands (already in over 2,000 stores) as well as a beauty “discovery zone” to highlight on-the-go options at checkout.

CVS first launched ExtraCare’s Beauty Club in 2011 to reward customers for qualifying beauty purchases from cosmetics, fragrances and hair and skin care categories. Other member benefits include a 10% off beauty shopping pass after enrollment and ExtraBucks rewards.