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CVS gives makeover to Beauty Board
June 28th, 2012
WOONSOCKET, R.I. – CVS/pharmacy has revamped its year-old Beauty Board, a panel of beauty experts who provide interactive content and advice for fans of the CVS Beauty Club Facebook page.
CVS said Thursday that the updated Beauty Board will include a panel of experts who can provide more personalized answers to fans' beauty questions.
And along with direct access to the new Beauty Board, the more than 320,000 fans of the CVS Beauty Club Facebook page will also find new ways to interact with the experts and receive valuable beauty content, the drug chain noted.
The retailer said it launched the Beauty Board in late June 2011 to bring additional value, beauty insight and real-time advice to the 12 million members of its ExtraCare Beauty Club, which made its debut in January 2011.
New to the Beauty Board is Dr. Dina Strachan, a New York-based, board-certified dermatologist, who will offer expert advice on skin care, which CVS said fans ask about more than any other beauty topic. Strachan will present solutions for skin care issues, provide personalized advice on everything from anti-aging to acne, and make individual product recommendations. She is an assistant clinical professor at New York University and is a fellow of the American Academy of Dermatology.
Strachan joins resident Beauty Board member, celebrity makeup artist Mickey Williams, who will continue to offer fans tips on makeup application, how-tos on the latest hairstyles and scoops on the hottest trends and newest beauty products. Williams regularly works with celebrities such as Amy Adams, Aisha Tyler, Emma Roberts and Debra Mazur and is a frequent guest for television beauty segments nationwide.
The Beauty Board, too, will now feature a rotating guest expert, including industry influencers, experts from leading beauty brands, and noted editors and bloggers, who will give their takes on the latest beauty trends and offer personalized answers to fans' beauty questions. Guest experts will also host live chats on the CVS Beauty Club Facebook page to provide instant answers and product recommendations to fan questions.
In addition, the Beauty Board will appear in new videos exploring "of the moment" beauty topics, such as previews of new products, how-to demonstrations of the latest styles and answers to common beauty questions. Fans will now also have the opportunity to get their questions answered via "Beauty Gets Personal" video responses from the Beauty Board.
"After listening closely to the questions from our CVS Beauty Club fans, we've updated our Beauty Board to provide our members with access to a broader range of experts from across the health and beauty industries," Cheryl Mahoney, vice president of beauty at CVS/pharmacy, said in a statement. "The new Beauty Board is the latest way the ExtraCare Beauty Club is improving the beauty shopping experience, offering our members the accessibility and personalization that they have come to expect from CVS/pharmacy."
CVS added that the new Beauty Board includes a redesign of the Beauty Board Facebook tab, which will now include an FAQ section featuring answers and product recommendations from the board for previously asked beauty questions. Fans will also be able to find video content — ranging from what's new to beauty basics and skin care solutions – and other information on the Beauty Board members, including the rotating guest expert, on the dedicated tab.