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Women's Wear Daily reports that "CVS Pharmacy is getting into the prestige beauty game … launching a new format for merchandising skin care, dubbed the Skin Care Center. The space will feature an array of brands, from mass market giants CeraVe and La Roche-Posay to the channel’s newcomers, like Blume and Volition Beauty, both of which are entering mass for the first time. Wander Beauty, the prestige skin care and makeup brand, will also be participating."

The move is similar to those being made by other retailers in conjunction with beauty-centric retail brands - Kohl's and Sephora, Target and Ulta, Walmart and Space NK, for example- creating stores within stores that focus on engagement and education.

According to the story, "CVS teamed with L’Oréal on the space’s services components, which are robust. The Skin Care Center’s beauty consultants, which include licensed aestheticians, are trained in on-site diagnostic tools, such as SkinScope’s LED technology and ModiFace’s Derm Skin analyzer."