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Rite Aid Pilots New Beauty Concept at Select Wellness Stores

As part of Rite Aid’s ongoing quest to deliver innovative merchandising that enhances the customer experience, the company is testing a unique beauty concept at several Wellness stores throughout the country.

This new beauty offering builds on innovations featured in previous Wellness remodels – such as illuminated displays and a free-standing nail bar – by incorporating upscale brands into an expanded product mix.

In addition to featuring brands such as Senna, Alison Raffaele and Eddie Funkhouser, stores piloting this concept also deliver an enhanced service experience in the beauty section, thanks to specially trained Beauty Advisors who can demonstrate how products are used and help customers learn about topics such as new brands, color-matching and other current trends.

“The enhanced customer experience provided by the Beauty Ambassadors, in conjunction with the addition of incremental upscale cosmetic brands, has delivered a positive impact on both sales and gross margin from all Beauty categories,” says Rite Aid Group Vice President of Health and Beauty Bill Bergin.

This new beauty offering, which is being tested in a handful of stores throughout several markets, was recently featured in a fashion-industry trade journal, Women’s Wear Daily, which covers breaking news and trends in fashion, beauty and retail.

The company’s newest enhanced beauty section was on display when Rite Aid invited media outlets and the public to a recent grand reopening event at store #1225 in New York, N.Y.