New NYC CVS flagship highlights Project Life
NEW YORK —CVS recently opened the doors to its new flagship Manhattan store that incorporates many of the elements of its Project Life design and features a large beauty department and skin care center.
The 24-hour store is located at 42nd Street and 3rd Avenue, just a stone’s throw away from a Duane Reade store that sits on the corner of 43rd and 3rd streets.
While other CVS locations in Manhattan incorporate some elements of the company’s Project Life design, this new location is by far the largest to do so—featuring 12,000 square feet of retail space—quite large by New York City’s standards. CVS currently has more than 30 stores in the borough of Manhattan.
The pharmacy is located at the rear of the store. According to a company spokesperson, it is set up to house a MinuteClinic in-store health clinic. However, as of press time, a clinic was not in operation nor was there any signage indicating when an opening would take place. It would mark the first MinuteClinic in Manhattan.
Developed with the idea that women are the company’s core shopper, the Project Life format includes such elements as lower gondolas and wider aisles to make it easier to shop, and these elements are clearly evident in this new flagship location.
Upon entering the store—which is in a prime traffic area as it sits near Grand Central Station—shoppers are immediately greeted by a digital photo area on their left and a staffed Healthy Skincare Center, a European-style high-end beauty boutique, on their right, just past the grocery-style checkout and self-checkout lanes.
The large beauty department, which is called out by the turquoise-colored overhead and shelf signage, also includes the Boots brand and an endcap featuring the retailer’s new exclusive 24.7 Skincare line. The 24.7 collection, which became available nationwide in December, includes a targeted wrinkle treatment for $39.99; firming anti-aging eye serum for $29.99; smoothing anti-aging moisturizer for $29.99; daily purifying facial scrub for $15.99; and instant plump volumizing lip shine for $19.99.
The retailer also is clearly highlighting Lumene, the cosmetic and skin care brand from Finland, as there is a large, illuminated display adjacent to the brightly lit Healthy Skincare Center. Also illuminated is the skin care aisle.
In typical CVS fashion, the store is easy to shop as each department is color-coded and highlighted with signage that pops from the shelf and hangs overhead. In addition to the beauty department’s turquoise signage; the household area features dark blue-colored signage; the health department is green; the food and beverage department is pink; and the digital photo area is called out by orange signage.
The store, which has light-colored hardwood flooring around the perimeter that encases blue carpeting covering the center of the floor, also features a “coupon center” where shoppers can scan their ExtraCare loyalty card to see what savings are available.