The Official Introduction of Just the Basics

More than 20 days after first appearing in store and on this site… Woonsocket, Rhode Island based drugstore CVS has announced the OFFICIAL introduction of their new Private Brand Just the Basics. A line of household essentials, which are said to bring “smart simplicity to shopping for everyday value.” Almost 100 items now are available, and CVS said it plans to expand the line.

The Just the Basics store brand designed by the branding agency Anthem Worldwide covers products in a variety of categories throughout the store, including household, beauty, baby and personal care, the retailer said. The line is said to offer “the lowest prices and highest value” compared to other options with equivalent sizes and quantities.

CVS said Just the Basics includes:

  • Household essentials ranging from paper towels and sandwich bags to cleaners, laundry detergent and light bulbs.
  • Family essentials such as beverages, snacks and other grocery items, as well as diapers, wipes and other baby-care products.
  • Personal-care essentials that include haircare, skincare, oral care, shaving, hosiery and other products.

“We know our customers want the option to save where they can so they can spend where they want,” said Grant Pill, vice president of merchandising for CVS/pharmacy. “Just the Basics offers smart simplicity with a full line of basic products that customers need to get them through the day, with even lower prices and the added convenience of shopping at CVS/pharmacy.”

Just the Basics products are backed by the CVS/pharmacy Brand 100 percent satisfaction guarantee, CVS said, promising shoppers the quality they expect on the items they use each day. Pricing for the products starts at just $0.67; the products can be found at CVS/pharmacy locations nationwide and online at www.cvs.com.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.