Dive Brief:
- Fashion designer Jason Wu has brought his namesake beauty brand to over 3,000 CVS locations nationwide, per a company press release.
- The CVS assortment will include Jason Wu Beauty’s popular best sellers: Flora 9 Mini Palette in Matte Agave, Opal Stick Highlighter, Blush Trio Palette in Beautiful Earthling, Kindness For Your Lips Lip Oil, Tint It Oil It Plump It in Pink Pineapple, Hot Fluff Lipstick in Apple Pie and Good Night Mr. Wu Lip Mask.
- Products, which are priced between $12 and $19, are currently available in CVS stores. Customers will be able to buy online, pick-up in store beginning Sunday, and buy online, ship to home starting May 1.
Dive Insight:
Jason Wu Beauty, founded by Wu and cosmetics industry veteran Toni Ko, launched simultaneously on its website and at Target in January 2021. The expansion into CVS allows the beauty brand to access more customers.
“We created Jason Wu Beauty to inspire others and show that everyday beauty can be effortlessly chic,” Wu said in a statement. “I am so excited to continue to bring products to the marketplace for customers who enhance their natural beauty and allow their confidence to shine. This expansion with CVS allows us to reach even more of our audience and provide them with the opportunity to make picking up their favorite Jason Wu Beauty products easier than ever.”
The move into CVS adds to the brand’s growing list of wholesale partners, which include Target, J.C. Penney and Shoppers Drug Mart in Canada. Combined, the products are now in over 5,100 locations, the company said.
The beauty brand also leverages social media and influencer marketing, as well as tools like TikTok Live to connect with and better understand its customers, according to the company. “We are quickly able to see what customers want and channel that into our daily communication and even our product development cycle,” a brand representative said.
The CVS partnership comes at a time when mass merchants are stepping up their beauty game. Target and Kohl’s partnered with beauty retailers Ulta and Sephora, respectively, to bring shop-in-shops to their stores. Walmart in 2022 announced it was partnering with British beauty retailer Space NK. And Target early last year also announced it would expand its beauty assortment with thousands of new products.
