Glamsquad Brings CoverGirl Collab to CVS

Jacqueline Barba
Associate Editor
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CVS Pharmacy is hosting a collaboration from on-demand beauty service Glamsquad and Coty's CoverGirl.

The curated diffusion brand Glamsquad sells exclusively at CVS, GSQ by Glamsquad, and CoverGirl are partnering on curated beauty looks incorporating products from each brand. In stores, a dedicated “CoverGirl x GSQ by Glamsquad” floorstand co-marketing the brands' products spotlights five “curated looks from the experts at Glamsquad in partnership with CoverGirl.” The looks are “Professional Plus,” “Monochromatic Pop,” “Smokey Eye,” “AU Natural” and “Bold Winged Liner.” The “Monochromatic Pop” look calls for a “beautiful berry eye” using CoverGirl’s TruNaked eyeshadow pallets and new Exhibitionist Uncensored mascara, as well as brushes from the GSQ 5-piece set, for example.

Next to each look is a stack of corresponding take-one cards detailing the look, the steps to creating it and the product needed, plus one “GSQ pro tip” per card. The front of each card presents Kelli J. Bartlett, artistic director at Glamsquad, as the curator for the five looks.

Positioned in the beauty department, the floorstand incorporates GSQ creative but all product stocked on the display is from CoverGirl. GSQ items are merchandised in the brand's main in-line display. GSQ spans primarily haircare products and beauty tools, while CoverGirl spans primarily cosmetics. With little overlap in the brands’ product assortments, the collaboration fills in holes the other had to create full, balanced looks.

Updates from GSQ's standalone Instagram account have plugged CoverGirl a couple times, with all of the marketing materials following CVS’ Beauty Unaltered guidelines and depicting the CVS beauty mark that signals an image has not been materially altered.

In related updates, GSQ recently added new products to its lineup at CVS including a knotted scarf scrunchie, rhinestone hair clips and other hair accessories geared toward Millennial and Gen Z consumers. In May, Glamsquad chief executive officer Amy Shecter told WWD that GSQ by Glamsquad has done “exceedingly well” since its launch almost one year ago. Additionally, CVS’ BeautyIRL concept stores in Florida, Connecticut, Massachusetts and a few other states have resumed offering hair and makeup services via Glamsquad-powered express beauty bars.

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