Dive Brief:

• CVS Pharmacy has launched One+Other, a beauty and personal care brand, according to a Jan. 25 announcement.
• The private label, which is pronounced “one another,” has more than 200 personal care products, including nail polish remover, tweezers, body wash, hair accessories and eyelash curlers.
• The company is introducing the label exclusively at CVS locations and on its website. It also plans to introduce more products this year that are tailored to its multicultural customer base, per the press release.

Dive Insight:

Citing a Harris Poll indicating that four in 10 Americans can’t afford to practice self-care, the pharmacy chain appears to be targeting customers searching for products available at a more accessible price point.

To showcase One+Other, a marketing campaign for the brand highlights diverse faces to mirror its wide-ranging customer base. 

“Bringing health in beauty to the forefront of our assortment and marketing decisions is imperative as we work to ensure consumers can find the solutions they’re seeking to look and feel their best every day,” Andrea Harrison, vice president of merchandising, beauty and personal care at CVS Health, said in a statement. “The launch of One+Other improves the shopability of our essentials products and ladders back to our commitment to make self-care more accessible and inclusive for everyone.”

In addition to launching its own personal care products, the retailer has also integrated DTC brands into its stores. Last September, the company began selling Grove Collaborative products, including cleaner concentrates, soaps and detergent packs, at more than 2,000 CVS stores and online.

But as CVS adds direct-to-consumer brands and rolls out its own personal care brand, the pharmacy giant faces competition from other major retailers that have also created private label brands in recent years. In 2019, Amazon and Walmart introduced private-label skin care products. About two years later, Dollar General made a similar move in introducing its own skin care products, ranging from moisturizers, cleansers, masks and other items.

Previous research from Profitero suggests that private-label brands have garnered some attention among consumers. In its 2021 report, the company points to intensifying competition between private label products and national brands vying for share in shoppers’ search results.