CVS adds to store brands across health, beauty and food

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WOONSOCKET, R.I. — CVS Pharmacy has added more than 150 products under its portfolio of private label lines, including extensions of the recently launched Live Better by CVS Health brand; new Gold Emblem Fair Trade Certified coffee; and the debut items of Goodline Grooming Co., a men’s skin and grooming care line.

Guided by current shopping behaviors and consumer feedback signaling further shifts toward value, transparency and sustainability, these new offerings across health, grocery and beauty were created to satisfy unmet customer needs. The line extensions go beyond the compare-to products that are typically associated with store brands, instead offering premium products at affordable prices. Shoppers have access to products consciously crafted with ingredients like ashwagandha, rhodiola, echinacea, green tea extract and apple cider vinegar, as well as more convenient packaging methods like multipacks, resealable bags and value sizes to help stretch their dollars even further. As part of an ongoing commitment to transparency, new launches also include water in BPA-free recyclable boxes; feminine products made from 100% cotton; and beauty items free of harmful ingredients such as phthalates and formaldehydes.

“We’ve been listening to and working with our customers to engage and meet their needs in ways others haven’t,” says Brenda Lord, vice president of store brands at CVS Health. “Millions of people are entering our stores, opening our app and visiting CVS.com daily for prescriptions, essentials or health care services like tests and vaccinations, and we want them to feel supported in meeting their everyday needs. We’ve seen that younger and health-minded consumers are responding positively to our exclusive offerings, noticing the purpose, passion, quality and value across our store brands portfolio. I’m so proud of this work; we feel a deep sense of purpose in this. You’ll continue to see exciting launches from us.”

Goodline Grooming Co. was developed for men, by men. CVS assembled a panel of men that provided input on everything from the new brand name to the ingredients, look and story. The line includes skin care, beard care, grooming tools and razors, and all products are made from simple, good-for-you ingredients like vitamin C and aloe vera, are free of phthalates and parabens, and are never tested on animals.


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