CVS Launches New Live Better Wellness Brand

Jacqueline Barba
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CVS Pharmacy's new wellness private label is the latest move the retailer has made to expand hollistic wellness offerings and create better product transparency for shoppers.

Currently rolling out to stores, Live Better by CVS Health launched with more than 80 SKUs across nine categories including vitamins, herbal supplements and personal care products ranging in price from $3.99 to $25.99. The brand’s indigo packaging is more than 80% recyclable, and many items are labeled USDA-certified organic, non-GMO project-certified, gluten-free, cruelty-free or vegan.

In a press release, CVS said the brand aims to offer shoppers better access to competitively priced products containing on-trend and emerging ingredients in the wellness space – such as elderberry, ashwagandha, turmeric, kelp and charcoal. “We are committed to creating quality, innovative and industry-leading products that empower our customers to make self-care a part of their everyday health,” said Brenda Lord, vice president, store brands, CVS Health, in the release.

The Path to Purchase Institute spotted the new brand at one Chicago store merchandised both on a dedicated endcap display facing the pharmacy as well as on eye-level shelves in the vitamins and supplements aisle.

The retailer's navy “Tested to be Trusted” header accompanies Live Better's in-line merchandising. Launched last year, the program requires third-party testing of all vitamins and supplements sold in stores and online to ensure dietary ingredients listed on the facts panels are accurate and products are free from certain additives.

Other signage in the aisle delivers informational tools to help shoppers, a tactic CVS has been practicing in recent years. A nearby shelf sign details the program’s standards while also depicting a QR code directing to a dedicated Tested to be Trusted web page within for more information. Aisle signs call out a few of the aforementioned ingredients, such as turmeric.

Another sign invites shoppers to find the right vitamin by scanning a QR code that directs to a vitamin recommendations survey. A full-page feature in CVS’ June 7 circular plugging the new brand also touted the vitamin survey as well as the complimentary $2 off coupon users receive via email upon completing it.

Live Better’s marketing messaging positions the brand as a way for consumers to “expand your wellness toolkit” with its “trusted and transparent” products “filled with purpose” and “consciously selected.” A dedicated brand shop at spotlights brand information including instructions on how to recycle each type of product container. Display and leaderboard ads within support and link to the brand shop. 

Individual product detail pages within the website (and much of the line's packaging) additionally depict the backstories of how some products were sourced and sustainably manufactured. For example, Live Better by CVS Health baby cheek balm's packaging explains how the product is manufactured using sustainable practices including solar and wind power, while the packaging for bamboo toothbrushes touts that they are made from moso bamboo, which is not part of a panda’s diet.

To round out launch support, CVS is dangling $5 in ExtraBucks rewards to loyalty members who purchase $15 worth of Live Better products through June 13. 

In related private label news, CVS added 30 new better-for-you SKUs to its Gold Emblem and Gold Emblem Abound snack and grocery lines, including organic chili lime dried mango, probiotic apricots, plantain chips, sesame tahini cashews and spreadable honey.