Thursday, July 9, 2015

More Info about e.l.f. at CVS

image credit: Emily for Nouveau Cheap
Permanent e.l.f. display at CVS

If you missed my previous posts about the permanent e.l.f. displays that are now popping up at CVS, let me catch you up to speed. These displays first started popping up at various CVS locations in the fall of 2014. But just recently, many of you reported seeing this permanent display at other CVS locations, so I'm guessing that this is becoming more widespread than it was last year.

Over the past few weeks, I've heard from several of you who have seen existing brands' displays (such as Milani or NYC) replaced by this new e.l.f. display. So let me tell you what I know so far...

Recently, some of you have told me that your Milani display has been replaced by this new e.l.f. display. I have also heard from some of you who have told me that your NYC display was recently replaced by this new e.l.f. display. I obviously cannot confirm that this is happening nationwide, or that YOUR store will even get an e.l.f. display. I am only telling you what I've heard from several readers over the past few weeks.

I DO know that retailers only have a certain amount of floor space, so it comes as no surprise to me when certain brands are replaced by others (this happens all the time at all retailers). I would venture to guess that this is determined by what brands sell at YOUR particular CVS location. For example, if NYC is under-performing at your particular store, it makes sense that CVS might want to replace that display with another brand that might perform better at that location. (Side-note: I have worked in the inventory department of a company in a completely unrelated industry--absolutely nothing to do with drugstores or beauty--and I can tell you first hand that sometimes there are teams of people whose sole job is to keep track of what sells at a particular store and to get rid of things that don't, while bringing in the things that do. That's just the way the business cookie crumbles!).

Again, I have absolutely no way of knowing which stores might get an e.l.f. display, and if that e.l.f. display may end up taking the place of another brand that you know and love. All I can do is let you know that it doesn't appear that every CVS store is losing Milani or NYC at this point, and it probably has more to do with your actual store's location (and what performs best there) than anything else. But that is just a guess--I do NOT have any confirmation of any of this from CVS.

I know this probably doesn't help a whole lot, but I did want to confirm that, as of right now, it doesn't appear that CVS is "getting rid of" Milani or NYC completely--it looks like it's just at select locations (and even that I cannot 100% confirm myself, since I haven't seen this switch in ANY of the stores in my area).
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19 comments

  1. Thanks so much for addressing this, G! I really appreciate it.

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    1. You're so welcome. I hope it helped a bit!

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  2. I saw one up in my cvs .... quick question what happen to N.Y.Color line? it disappear from CVS and Rite Aid ?

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    1. Rite Aid stopped selling NYC nationwide a few months ago. As for CVS, I mentioned everything I know so far in this blog post. Sorry I can't tell you any more at this point!

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    2. Thanks ... Yeah I remember Rite Aid had an awesome clearance on all NYC stuff ... some were retailed 90% off ! but today I saw the new e.l.f display instead of NYC .... Nyc is budget friendly but unfortunately in mot a fan of their line much

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  3. CVS has product inventory lookup on their website. This is great way to try and verify what stores may or may not have the e.l.f. display, especially if CVS isn't necessarily close by. It's possible that some of these stores may not have their display up yet, but if an item is in stock, it's likely they will soon.

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  4. Hmmm...the NYC display at my nearest CVS is just about empty...maybe this is why?? I can do without them, as long as Milani stays!!! LOL

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    1. The ones near me are totally gone so fingers crossed!

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  5. I really hope this doesn't replace my Milani display!!

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  6. Who can figure out CVS? at least where I live. the NYX display has not been restocked since it arrived at least a year ago, and they barely restock any of the other cosmetics. Anyone else notice this?

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    1. Yup! My CVS doesn't even have a NYX display! And the cosmetics sections are barely ever restocked, and generally are a huge mess. It's a shame, really.

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  7. My CVS Milani display is empty. I asked about it and was told "I don't know." Ughh. The Walgreens in my area do not sell Milani.

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  8. I really do love ELF and hope that they expand the retail store product options at CVS and include some of their newer products. There's only ever the same old products and I think most of us beauty junkies have our fill of it. If not, at least once in a while throw us a bone and do a special LE display. Just sayin.

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  9. I noticed a while back in my Rite Aid around the corner got rid of their NYC display but nothing has replaced it yet. I havent popped in there in a while so hopefully they get the elf display!

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  10. Ladies Walmart has Milani. I go to the NJ ones alot and I always see them there. Although they do not have a big display, but Walmart has great prices so it's a thought.

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  11. one cvs in my area has the elf display now. They replaced the NYC display with it. I was really relieved that they didnt replace the Milani display because the walmarts and walgreens in my area do not carry Milani. The one thing I noticed today was the section of white packaged elf products that used to be $1 are now $2. I wasn't sure if they have just gone up in price or if this was just cvs marking items up.

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    1. If you look on ELF's website, they have raised their prices on some of the products in their dollar line.

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  12. I work at CVS in Danville, KY and we are doing away with NYC and replacing it with ELF. We started our cosmetics wall reset yesterday.

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