SNAP FACT: CVS Extends CarePass Membership

SNAP FACT: CVS Extends CarePass Membership

September 13, 2019

Following a pilot in the Boston area, CVS announced that its CarePass membership program is rolling out nationally. Shoppers can join for $5 per month or a discounted rate of $48 a year, and receive a host of benefits including:

  • FREE 1-2 day Shipping: Good on qualifying prescription drug orders as well as eligible purchases with NO minimum spend.
  • 24/7 Pharmacist Helpline: Shoppers can speak to a live pharmacist with access to their Rx history at CVS; shoppers can ask questions or get referrals to additional tools, resources and services for managing their health and wellness.
  • Private Label Discounts: Shoppers can save 20% of eligible CVS Health Brand products.
  • $10 Monthly Promotional Reward: CarePass members receive a $10 promotional reward each month, which can be spent in-store or online. Effectively, this reward more than pays for the membership fee.
  • Bonus Offers: CarePass members will also receive surprise perks and bonus offers; members of the pilot program recently received a free sports physical at MinuteClinic.


During the pilot program, CVS found that Care Pass appealed to a broad consumer base, with 20% of memberships coming from Millennials – a target CVS has been actively trying to court. In addition, CVS founds that the average CarePass member had 15-20% increase in purchases after joining the program. CarePass represents the first paid membership program in the drug channel.

In other CVS news, the retailer announced that it will be removing oxybenzone and octinoxate from its private label sunscreens under SPF 50, by the end of 2020. Both the state of Hawaii and Key West, FL, have bans on those ingredients (which can damage marine ecosystems) which go into effect on January 1, 2021. CVS store-brand sunscreens with SPF 50 and higher will continue to use those ingredients, but will not be available in Hawaii or Florida.

This news builds on previous CVS initiatives, which removed all sunscreen under SPF 15 and pledged to remove paragons, phthalates, and formaldehyde-releasing preservatives from store-brand beauty and personal care items by the end of 2019.

Also last week, UPS announced that CVS will join their network of access points, locations where shoppers can pick up packages, print out labels and return packages. Retailers are increasingly using these types of partnerships to help drive traffic to stores: Walgreens has a similar arrangement with FedEx, Michael’s and Advanced Auto Parts are also joining the UPS network, and Kohl’s accepts returns from Amazon at its stores.

Edge Marketing
Edge Marketing