Meanwhile, on cvs.com, a leaderboard ad on the Shop page dangled a “buy one, get one 50% off” deal for ExtraCare loyalty members for one week only. A “Shop Now” button linked to an e-commerce page corralling product from the brand, which doesn't yet have a dedicated brand showcase within cvs.com, though that can be expected at some point. Multiple circular features have also highlighted the brand and its arrival.
Barrymore founded Flower Beauty eight years ago with the goal of providing safe, affordable products focused on empowering women. Manufactured by Maesa Group, the brand initially launched exclusively at Walmart in 2013 before expanding to Ulta in 2018. The brand is now also available at a number of other retailers including Kroger and Amazon.
NOTE: To view more images from this launch, 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.