Skincare Spotlight: SPF Innovations and Learning

Michelle LeBlanc, VP of merchandising for beauty and personal care at CVS, is implementing notable changes. She’s testing a new store format where skin care products will replace color cosmetics at the front in response to rising consumer prioritization of skin health. This change aims to simplify the shopping experience by focusing on consumer needs with easy-to-understand messaging.

CVS has also tapped Dr. Camille Howard-Verović as its first derm adviser, reinforcing its role in health and beauty. Additionally, CVS has removed sunscreen products with SPF below 30 from its owned-brands, aligning with updated Skin Cancer Foundation guidelines. These moves underscore CVS’s commitment to health, wellness, and maintaining shopper trust.