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CVS Creates An Exclusive Line Of K-Beauty To Cater To Millennial Consumers

CVS Creates An Exclusive Line Of K-Beauty To Cater To Millennial Consumers
Beauty

The drugstore chain is looking to expand its cosmetic offering with its new line of over 158 affordable products, inspired by popular Korean makeup and packaging trends

Elisa Lewittes
  • 2 august 2018

National drugstore chain CVS is launching Joah, an affordable K-beauty brand in partnership with Korean-American cosmetics brand Kiss Products. Starting next month, Joah products will be available in 4,000 CVS locations, establishing the line as the first mass-market K-beauty brand to launch in the United States.

The cosmetics line will contain 158 items, including eyeshadows, brow products, lipsticks, face products such as powders and contour palettes, and makeup tools. All of the products will sell for $16 dollars or less. Since its introduction into the mainstream beauty scene in 2015, K-Beauty has infiltrated all areas of the cosmetics landscape from the mass market to the luxury sectors of the industry.

CVS began to carry K-Beauty products in its stores in April 2017 and increasingly has been focusing on the niche category since. The drugstore chain currently dedicates a special section of its stores to its K-Beauty merchandise, “K Beauty HQ,” reportedly the largest K-Beauty-curated space in the United States. Summing up the purpose of the collection, Andrea Harrison, CVS’ senior director and divisional merchandising manager of beauty, says, “We continue to find new ways to expand upon our current offerings, particularly when it comes to K-beauty-inspired brands like Joah that encourage playful exploration through cosmetics.”

CVS

National drugstore chain CVS is launching Joah, an affordable K-beauty brand in partnership with Korean-American cosmetics brand Kiss Products. Starting next month, Joah products will be available in 4,000 CVS locations, establishing the line as the first mass-market K-beauty brand to launch in the United States.

+Asia
+beauty
+cosmetics
+CVS
+drugstore
+Health
+merchandising & curation
+packaging & product engagement
+pharmacy
+retail

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