The Issue: CVS Goes Upmarket

The drugstore chain is defying the recession and opening adjacent high-end shops for luxury cosmetics brands that shun its own mass-retail shelves

For more than a decade, executives at CVS (CVS) have tried to convince the makers of pricey cosmetics, skin care, and fragrances to offer their products to the drugstore giant. But the gilded brands, traditionally found only in department stores or specialty stores like Sephora, were reluctant to tread into the mass market.

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