After Walgreen and Alliance Boots merged in 2014, the new management team was confident it could replicate its European-leading beauty and cosmetics strategy here in the U.S.
To capitalize on an exploding beauty category and compete with retail stalwarts like Ulta and Sephora, Walgreens started selling premium brands and hired around 3,500 beauty consultants last year. The new store layouts would transform stodgy drugstores with few options into cosmetics destinations for women and provide an edge over its main competitor, CVS. . . . more