I was invited to one of only two, brand new, pilot Rite Aid Stores in the country, in York County, PA. It’s located in the Newberry Point shopping center, off of 83 south (about 15 minutes south of Harrisburg, PA) right off of the Yocumtown exit.
The Rite Aid Corporation has plans to convert 7 more stores to this style, including Virginia Beach, VA and Boise, Idaho. They’re working on updating many stores, changing exterior signage with their new logo and adding new brands and merchandise.
The first thing I noticed as I walked through the doors was all the natural light. It immediately felt bright and welcoming. The second thing I noticed was the view the whole way to the back of the store. The new store felt open and airy. The aisles weren’t crowded and there wasn’t anything obstructing your view. The whole store has a “boutique” feel to it that I can’t quite explain. There’s greenery hanging from the ceiling that makes it feel warm and welcoming but it also has a modern feel to it as well.
As soon as you walk in the doors, to the left is the new beauty products section. I was really impressed. It had the feel of a makeup counter at a department store. Lots of white fixtures, woods and modern signage. There was even a little Beauty “bar” with stools and mirrors that could be used eventually.
This new store model and design also has a “Beauty Ambassador” that is well versed in all of their products including a bunch of new comers to Rite Aid. Rite Aid is following the trend towards more “clean” beauty products. Who can blame them:
Between 2016 and 2019, social media mentions of #cleanbeauty grew 623% in the U.S. and over 40% of millennials said they would deepen or begin relationships with businesses that had a positive social or environmental impact
Mintel, US Clean Beauty 2019 and Deloitte Millennial Survey
The “Beauty Ambassador” is there to answer customer questions and help them learn about all the new lines, like make up brands Ella+Mila, W3ll People, Arches & Halos and skincare brands like Fleur & Bee, Face Halo, Hempz, Clarisma, Essano and Thayers.
All these brands run the “clean beauty” spectrum. Organic, paraban free, all natural ingredients, vegan, cruelty free, gluten free, non toxic, sustainably made and naturally effective.
The beauty section of the store was designed to not only feel and look different than the Rite Aid’s of the past, it was designed to help consumers discover new beauty brands.
“We’ve developed a whole new beauty experience,” he said. “We’ve created this discovery zone that really attracts the customer in to learn about new products or new regimens.”
Erik Keptner, chief merchandising and marketing officer-From Penn Live’s, “Rite Aid debuts its ‘store of the future”
Rite Aid wanted to give customers more of an experience. One that doesn’t disappoint. I spent a good hour wandering the aisles, checking out brands I’d never heard of and taking in all the really great displays. The video below is a an example of the modern, yet welcoming displays.
I think this new style of Rite Aid will be a huge hit for beauty enthusiasts. Especially in this day and age of YouTube beauty vloggers. Across the globe people spend 429.8 *billion* dollars a year on beauty products including skincare and makeup. Rite Aid did an amazing job capturing the attention of women who can’t seem to get enough. This store feels like it was made for women and our wish for all things beauty. From the lighting to the fixtures to the product displays this store has the modern aesthetic that female consumers want with the clean beauty products that they are now seeking out.
The new Rite Aid store is located at 65 Newberry Parkway, Etters, Pennsylvania 17319
