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Recently, some of you have told me that your Milani display has been replaced by this new e.l.f. display.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).