Consumers will now be able to walk out of CVS with bespoke hair color kits as part of the retailer’s new Beauty IRL department. Online custom hair color brand eSalon, will offer on-site Color Advisors who will provide one on one consultations and dispense made-to-order color, available for purchase immediately.
“We’re excited that we get to break new grounds, surpassing what used to be one of the biggest limitations of custom,” said Francisco Gimenez, CEO & Co-Founder, eSalon. “This is the first-ever custom color that is formulated and dispensed on the spot so consumers get the immediate gratification of waking out with their very own, unique color, along with the wow factor and experience of seeing how it’s made. It’s truly a transformative experience in retail and we’re incredibly excited and proud to be a first in customization, bringing it one step closer (and quicker) for our clients.”
After client orders are filled, the bottles are imprinted with their name and unique Color ID, adding another level of personalization not traditionally seen within mass retail. The service continues after the customer leaves, with access to licensed colorists who are available to answer questions provide guidance through the hair color application process.
In April, eSalon began offering their Hair Color StarterKits at 1,500 CVS stores nationwide for $15.99. The kit includes an access code redeemable for a single hair color order, a precision match wheel and a step-by-step guide for ordering. With this new format, consumers no longer have to wait for the product, and the brand will be able to offer high-touch customer service within the four CVS locations that feature the Beauty IRL concept- two in Florida, one in Stamford, CT and one in Andover, Mass. Promotions are currently in the works to awareness about the new in-store service.
“We have a dedicated landing page on our site to drive customers to all of the Beauty IRL locations. There will also be emails, social, store events and paid advertising to build buzz and awareness,” said Francisco.
CVS unveiled its Beauty IRL concept last month, with the goal of offering three things the retailer says shoppers are looking for: brands, experience and service. The space is designed to be one-and-a-half times larger than traditional CVS beauty floors, and, in addition to customized hair color, express skin, makeup and hair services are offered in partnership with Glamsquad. There are also brand boutiques with areas to sample products, a #NowTrending wall that will highlight socially relevant brands, and a #WonderWall that allows shoppers to experiment with minis before purchasing full size product.