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CVS Pharmacy® Unveils Joyward™: The Celebration of Joy

CVS Pharmacy® has just announced the debut of an exciting new line, Joyward™, aimed at capturing the joy of every season and special moment in life. The new brand focuses on offering high-quality decor, gifts, and more, bringing together contemporary designs and accessible price points to make celebrations more meaningful.

Celebrating All Life's Moments

The essence of Joyward™ is to embrace joy, whether for significant events or everyday celebrations. Musab Balbale, the Chief Merchandising Officer at CVS Pharmacy, highlighted their commitment to innovation within store brands. He expressed that by consolidating their seasonal offerings under the Joyward™ brand, CVS aims to enhance the shopping experience, making it easier for customers to find the perfect items for all occasions.

Marking its entry into the market just in time for the holiday season, Joyward™ is stocked with a range of comforting home accents. Customers can expect to find soft throws, patterned pillows, vibrant nutcrackers, unique ceramic trees, and thoughtfully curated gift sets featuring plush socks, tumblers, candles, and more. These selections are designed not just for gifting but also to allow customers to indulge themselves.

An Engaging Campaign to Launch Joyward™

To further bring Joyward™ to life, CVS has partnered with its internal creative agency, Heart Haus, to craft an engaging advertisement. The ad features a charming Joyward nutcracker on a quest to find friends and family for the holiday season—a whimsical representation of the joy and connection that the brand embodies. Erin Condon, the Chief Marketing Officer for CVS Pharmacy, articulated, "We believe that joy is found in the moments that bring people together—whether it's a large holiday gathering or an act of kindness."

With Joyward™, CVS is committed to leveraging emotional connections to foster joy, encouraging customers to celebrate everyday life through meaningful actions.

A Comprehensive Shopping Experience

Joyward™ is a part of CVS Pharmacy's strategy to enrich its owned-brand portfolio. It aligns seamlessly with other trusted CVS-owned brands like Well Market™, which focuses on health and wellness products, and one+other™, which provides a myriad of offerings—all aimed at delivering value and inspiration in every aisle. In over 9,000 CVS Pharmacy locations across the nation, customers will find a community destination that marries essentials with thoughtful gifts, ensuring that every occasion can be celebrated effortlessly.

Flexible Shopping Options

Customers can explore the new Joyward™ collection both in-store and online at CVS.com. They can also shop conveniently through the CVS Health app, enjoying flexible fulfillment options including same-day delivery and the ability to buy online, with in-store pickup available. For those enrolled in the ExtraCare® and ExtraCare+® programs, personalized deals and exclusive offers on Joyward™ products will make saving easy alongside the joy of shopping.

A Future of Continuous Innovation

CVS plans to keep evolving Joyward™ in 2026 and beyond, introducing new collections that celebrate a variety of occasions, from birthdays to graduations and more. Each collection will incorporate trending designs and expanded categories that reflect the myriad ways customers gather and celebrate throughout the year.

As the holidays approach, redefine your gift-giving with Joyward™ from CVS Pharmacy—where joy finds a home and every moment can be cherished.

Minimum purchase required. Fees apply. Available in most areas. Visit CVS.com/content/store-pickup for more details.