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Nearly ten years on, the drugstore-to-beauty destination transformation experiment still has yet to produce encouraging results.
In the mid-2010s, US drugstores unveiled plans to revamp their stores into beauty hubs to rival the likes of Sephora by introducing expansive displays, high-end lighting, testers and knowledgeable beauty consultants. Through initiatives from CVS’s Beauty IRL shop-in-shops to Walgreen’s import of Boots best-sellers, retailers hoped to gain back the market share…
