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06/18/2020

A look at Live Better in-store

David Salazar
Managing Editor
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CVS Health recently introduced a revamped and expanded Live Better by CVS Health Brand. The products span the store from oral health to sun care and vitamins, and a recent trip to a CVS Pharmacy location in Montclair, N.J., revealed that the retailer already is merchandising the own brand throughout the store.

The product selection and promotions were most robust in VMS, where Live Better took up a solid chunk of shelf space, and tags touted a buy one, get one 50% off"deal. The aisle signage also highlighted the fact that the Live Better products come with CVS Pharmacy’s “Tested to be Trusted” reassurance. The company required third-party testing of all its vitamins and supplements to ensure that they contain all the dietary ingredients and the amount per serving listed in the Supplement Facts panel.

Elsewhere in the store, near other sun care brands, Live Better’s mineral sunscreens were on full display next to such similarly positioned brands as Sun Bum and others. In addition to a body sunscreen, Live Better's selection included a face sunscreen, as well as an after-sun lotion with aloe vera. 

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