Beauty / news
Curology's Walmart shoppers convert to prescriptions at 5x online rate
Curology is testing Walmart as a new channel for its prescription skin-care business, with early data showing conversion rates five times higher than its online funnel.
The teledermatology company's Prescription Acne Kit launched in 1,000 Walmart stores on July 6, after Curology entered Walmart with non-prescription products in August 2024. The kit is available through August, initially, and is stocked in 49 states, with locations chosen in areas Curology identifies as "dermatologist deserts."
The $24.97 kit pairs Curology's non-prescription cleanser and moisturizer with a digital code for a 60-day supply of its personalized Custom Formula Rx, following an online consultation. After the initial 60-day prescription, customers can subscribe for a 60-day refill at $59.90 or buy a one-time 30-day supply for $34.95.
Curology said customers coming through the Walmart kit are converting to a medical consultation and prescription at five times the rate seen online. It also reported minimal overlap between these customers and its existing subscriber base, indicating the retailer is attracting new patients rather than shifting current ones.
To support the launch, Curology and Walmart are using prominent in-store end-cap merchandising and store events, including live dermatologist consultations. Walmart has also included Curology in its Fall Beauty Event and back-to-college assortment.