Women’s Wear Daily reports that “CVS Health is going big on personal care, and it’s starting in-house” with a brand that it has dubbed “One+Other (pronounced ‘one another’) … The offering spans personal care products, from cotton balls to nail polish remover and clippers, and ranges in price from $3 to $25.”
According to the story, “The line was born out of consumers’ propensities toward self-care, which the pandemic accelerated. According to a poll conducted by the Harris Poll in partnership with CVS, 91 percent of Americans agreed self-care was important, while 50 percent had a daily practice. Thirty-eight percent of respondents, though, said they couldn’t afford to implement self-care practices. Furthermore, 55 percent said brands didn’t make products with them in mind.”
WWD writes that the fundamentals being addressed by the new line “include cotton balls, nail polish removers, tweezers, eyelash curlers and body wash brushes. Making self-care essentials accessible was the brand’s starting point.”
The assortment is said to be non-gender-specific, and “inclusivity has also informed the brand’s marketing, which will include in-store marketing, direct mail and email, as well as content on product pages and creator partnerships … All of the products comply with the retailer’s free-from commitment which omits parabens, phthalates and formaldehyde-releasing preservatives.”
KC’s View:
Go online, and it seems like a pretty robust selection … largely in categories where, I suspect, there may not be that much brand loyalty. (I could be wrong about that … this is not a segment in which I do a lot of shopping.)
I do find it interesting – and encouraging – how CVS is emphasizing the “genderless” nature of the line, in the sense that any of the products can be used by anybody, saying that “everyone deserves to feel good like her, him, them, and especially you.” This sense of diversity also is part of the website graphics:
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