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.
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.