Popular US-based drugstore chain, CVS is entering the beauty market in a big way. The group is set to launch its Beauty 360, which it says will offer customers a new experience in “superior service”. Beauty 360 according to CVS Pharmacy will carry a wide range of prestige brands of cosmetics, fragrances and skincare products. Beauty 360 is expected to be launched before the end of the year.

This is not as easy as it seems since major cosmetic brands have been leery of reaching consumers through drug stores in the USA. The reason slated for this reluctance is a fear that consumers may downgrade the “image” of the product. This is not the chain’s first foray into the beauty niche. In 2004, CVS launched beauty centers in the drugstores selling products from major players in the cosmetic industry such as L’Oreal’s Vichy skincare line.