CVS Unveils New Look for Store Brand Products
Shoppers visiting their local CVS Pharmacy in June may begin to notice a new packaging design on CVS-branded products.
The drugstore chain is introducing a fresh look for its own brand, previously known as CVS Health. Dropping the word “Health” from its product packaging, the retailer’s private label products will now feature the CVS brand only.
“We’ve heard from customers that shopping for health and wellness products can be overwhelming with so many options available,” said Musab Balbale, chief merchandising officer at CVS Health. “By bringing easier-to-understand packaging together with our trusted brand of products, we’re simplifying the shopping experience to better support customers on their health care journey.”
In June, 68 over-the-counter products will make their debut. This will be followed by a full rollout of nearly 3,000 products across more than 20 categories that will hit store shelves and CVS.com through 2025 and 2026. Several categories including cold, allergy, children’s remedies and digestive health, will be debuting new packaging over the next several months.
Among the first products to feature the new CVS design are CVS Ibuprofen PM Pain Coated Caplets (80 count); CVS Extra Strength 500 mg Acetaminophen Caplets (100 count); and CVS 200 mg Ibuprofen Coated Tablets (1,000 count).
News of the redesign was first reported by Store Brands. During the annual Velocity Conference + Expo in Charlotte, North Carolina, Mike Wier, vice president of store brands at CVS Health, shared news of the refresh. He said the effort to update CVS Health-branded products applied some of the same principles used in the 2024 launch of the company’s Well Market brand.
“It’s an exciting proposition and a big opportunity for us to lead the industry,” he said. “Inasmuch as we’re a follower in the food categories, we have to be a leader in health care.”
With clear logos, prominent photography and simplified language and claims, CVS officials said the refreshed packaging helps guide customers to the information they need, ensuring they can quickly make informed choices. The new design also includes imagery to signify what ages are appropriate for certain medications. For example, a ladybug character is featured to help parents identify products intended for children.
