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11/05/2021

CVS adds new benefits to beauty loyalty program

Dan Berthiaume
Senior Editor, Technology
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CVS is enhancing its ExtraCare BeautyClub loyalty program.

CVS is giving customers more reasons to be loyal to its beauty offerings.

The retailer is adding new benefits to its ExtraCare BeautyClub loyalty program, in response to customer feedback for a "more experiential beauty rewards program." The new perks include the choice of a free beauty gift each month when members spend $30 on qualifying beauty products. Redeemed in stores or online, program members can select from several options each month, including skin health and wellness-driven brands.

Members also now have the opportunity to earn an additional 10% ExtraBucks rewards on special days during the semiannual CVS Epic Beauty Events and throughout new Beauty VIP Private Sales Events, for a maximum of $20 per event.

In addition, members will receive personalized deals and mobile-exclusive beauty offers sent via an SMS text message or push from the CVS app. And BeautyClub members now earn access to CVS’ first Beauty VIP Private Sale Event which happens Nov. 14-27. Exclusive deals during the will include 25% off select brands and the opportunity to earn 10% back in ExtraBucks rewards across all qualifying BeautyClub categories throughout the private sale event, for a maximum of $20 per event.

The BeautyClub update comes on the heels of recent major program changes to CVS Pharmacy’s free ExtraCare Rewards loyalty program, which give ExtraCare members more flexibility in how they earn and spend rewards. Specifically, these changes included payment of 2% in “ExtraBucks” rewards moments after nearly every transaction, rather than being paid out on a quarterly basis. The ExtraCare program also added a new birthday benefit for its 74 million members. These are the first changes to the program’s core 2% back benefit in its 20-year history.

ExtraCare and BeautyClub members will also find an enhanced “Rewards Tracker” in the upgraded CVS app, where they can more easily see their benefits, earning status and manage rewards. Members can download the CVS app for the optimal ExtraCare and BeautyClub experience, and can also choose to receive coupon reminders and special offers via ExtraCare SMS text messages, including surprise deals on trending beauty items.

“We are always looking for ways to inspire our beauty customers with a selection — and an experience — that simultaneously offers value and innovation,” said Andrea Harrison, VP of merchandising, beauty & personal care. “In line with our ongoing mission to deliver the brands and trends that speak to our customers, the revamped BeautyClub makes the discovery of cutting-edge products and wellbeing solutions more exciting and accessible than ever before.”

“Our reimagined loyalty programs are designed to meet our customers’ evolving wants and needs,” said Michele Driscoll, VP customer engagement, loyalty and personalization, CVS Health. “We’re thrilled to bring our ExtraCare program members more flexibility in how they earn and spend their beloved ExtraBucks rewards and now offer our BeautyClub members exciting insider access, monthly gifts and extra rewards.”

CVS Pharmacy, the retail division of CVS Health, operates nearly 10,000 locations, including over 1,700 pharmacies inside of Target and Schnucks grocery stores.