CVS Launches Radiance PLATINUM Private Brand Vitamins

CVS Radiance front

Woonsocket, Rhode Island-based retailer CVS/pharmacy announced yesterday the introduction of Radiance PLATINUM, a premium Private Brand of 100% preservative-free vitamins and supplements and the latest addition to the growing portfolio of Private Brands. The new line contains 44 vitamins and supplements with various benefits, including popular options such as probiotics, B-12, and multivitamins for both men and women. The Radiance PLATINUM brand also has more premium options including certified non-GMO, gluten free, certified organic, and those suitable for both vegans and vegetarians.

We are truly proud to introduce our new Radiance PLATINUM line. It’s our job to listen to our customers and offer products that address their various health needs,” said George Coleman, Vice President of Merchandising, Store Brands and Quality Assurance, CVS/pharmacy. “I am confident that our customers will be as enthusiastic as we are about having a premium vitamin and supplement option available right at their local CVS/pharmacy. We are continuing to find ways to help our customers on their path to better health by introducing store brand product lines that they can’t find anywhere else.”

CVS - radiance-Platinum-Vitamins-620x285In addition, the existing Radiance line has also undergone a reformulation to make it 100% preservative-free, and a redesign with new, brighter and easier-to-read packaging. Like other CVS/pharmacy store brands, the products offer customers trusted alternatives to national brands. On average, customers can experience cost savings of as much as 20-40% by purchasing store brands products.. CVS/pharmacy stands behind the quality of its store brands through its CVS/pharmacy Store Brand Guarantee, offering a 100% money-back guarantee to ensure customer satisfaction.



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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.