CVS Pharmacy Trademarks

CVS Pharmacy Inc is a subsidiary of CVS Health, formerly known as the consumer value store. CVS Health is headquartered in Woonsocket, Rhode Island, initially founded in Massachusetts. In 2015, U.S. pharmacies and drug stores generated about 263.47 billion U.S. dollars in sales. CVS is the largest pharmaceutical provider in the USA, both by prescription revenue and the number of locations. They are also a significant employer, with over 300,000 employees across almost 10,000 stores.

CVS is a prescription drug provider and sells various items, including beauty products, cosmetics, photo/film finishing services, and over-the-counter drugs. Some stores may also carry convenience foods, seasonal merchandise, and greeting cards.

CVS Pharmacy

Famous CVS Trademarks

Intellectual property can be worth more than physical property. CVS has been around for over 40 years and is worth a staggering 200+ Billion. Part of its immense value is in its branding and trademarks. CVS has an array of registered marks with the trademark office; let’s look at some of the most popular ones.


The trademark for the name CVS was registered in 1971, with a first use date of 1964. CVS has many dedicated ranges, so the mark covers the following categories and more:

  • Drug store services, beauty products
  • Distilled water.
  • Mouthwashes, aftershave lotions, aloe vera lotion, hair sprays.
  • Laundry detergents, fabric softeners.
  • Hair conditioners, shampoos, bath products.
  • Baby powder and baby oil.
  • Splash on lotions and vitamin E lotions.
  • Dental hygiene products.
  • Skin soaps.
  • Nail polishes.
  • Cotton swabs, bandages, and other wound care items.
  • Tampons, sanitary napkins, and other personal care products.
  • Diaper rash ointments.
  • Sunscreen and sunburn remedies.
  • Motion sickness medication.
  • Vitamins and dietary supplements.
  • Ear drops and eye drops, anticonvulsants.
  • Epsom salts.
  • Nasal sprays and decongestants.
  • Non-aspirin pain relief.
  • Pain relief ointments.
  • Burn ointments.
  • Acne creams.
  • Razor blades.
  • Thermometers for medical use.
  • Elastic bandages.
  • Sponges and cleaning cloths.
  • Plastic trash bags.
  • Ball-point pens and other stationery such as crayons, notepads, and envelopes.
  • Alcohol pads.
  • General cleaning products for household use.
  • Rubber gloves.
  • Confectionary, candy, and chewing gum.
  • Underwear and hosiery.
  • Photographic development and enlarging services.
  • Paper plates.
  • General merchandise store services & online retail services.

Read more on trademarking an acronym

CVS Caremark

CVS Caremark is the prescription benefit management arm of CVS. CVS Caremark was officially trademarked in 1984 and first used in 1986. The CVS Caremark name is trademarked in the following categories:

  • Cost management for health insurance plans.
  • Claims processing and pharmaceutical cost management, namely, processing and administering individual prescription claims history, benefit amounts, accumulations for deductibles, and out-of-pocket expenses and expense summaries.
  • Insurance underwriting, including prior authorization of existing health conditions.
  • Goods and services, including healthcare services and insurance provision.
  • Returning to work physical healthcare assistance.
  • Educational provision, including conducting seminars.
  • Educational booklets and leaflets.
  • Supplying prescription drugs to insurance users.

CVS Pharmacy 24 hours Logo

A simple written logo with the words CVS pharmacy next to a square containing the words ”24 hours” has been used by CVS for their 24-hour retail drug stores since 1991. However, it was only officially registered in 2006. The logo is approved for use in the following category:

  • Retail store services, providing drug store services and pharmaceutical services to customers.

CVS All Kids Can

First registered in 2006, the CVS All Kids Can trademark pertains to a scholarship program that offers up to $4,000 to young people with autism, subject to them meeting other educational criteria. CVS All Kids Can is registered for use in the following categories:

  • Promoting public awareness regarding children’s welfare, health, and wellness.
  • Promoting disability inclusion and awareness.
  •  Philanthropic services concerning monetary donations to non-profit organizations in children’s health and fitness and children with disabilities.
  • Educational services, namely, conducting workshops and exhibits at conferences in the field of children’s health and wellness and children with disabilities; publishing in-store brochures and journals, namely, magazines and flyers.
  • Providing online news and information about children’s health, fitness, and disabilities.

CVS Red and Pink

The CVS red and pink wordmarks are most often used for their range of valentines. The trademark filing took place in 2011 and covers the following categories:

  • Gifting supplies, including gift bags and wrapping paper.
  • Boxed greeting occasion cards.
  • Cold cast novelty resin figures.
  • Home decor, including artificial wreaths.
  • Stuffed toys.
  • Candy.

Vida Mia

Vida Mia – Spanish for ”My Life” Is CVS’ Bilingual brand. The packaging is in English and Spanish. The trademark, filled in 2011, covers the following categories:

  • Dental products such as toothbrushes, toothpaste, and mouthwash.
  • Household cleaners, including window cleaners, detergent, laundry starch, dish soap, and dishwashing liquids.
  • First aid products such as antibiotic ointments OTC medication (including pain medication and digestive medications).
  • Gas remedies and antacids.
  • Aluminum foil.
  • Home foods and sundries such as rice, cooking oil, beans, and candy.
  • Fruit juice and bottled water.

Better Selection, Better Prices, Every day!

CVS has trademarked both the English version of this slogan and the Spanish version. The trademark was registered in 2010 and was first used in the same year. The trademark covers the following categories:

  • Wholesale and retail discount store services, including sanitary products, fragrances, personal care products.
  • Giftware, hardware.
  • Tobacco products.
  • Soft drinks, fruit juices, and non-alcoholic drinks.
  • Beer and wine.
  • Books.
  • Household items, small electronics, and home items.
  • Medical equipment.
  • Retail pharmacy services.
  • Professional photo composition.

CVS Health is everything

CVS Health is everything encompasses health tips, newsletters, and assistance from professionals and pharmacists. The trademark, registered in 2011, covers the following categories:

  • Pamphlets and booklets.
  • Provision of a newsletter, online or via mail order.
  • Educational services such as seminars, classes, and lectures on the subject of health and wellness.
  • Books and Magazines on the subject of health and wellness.

Beauty 360

Beauty 360 is CVS’ registered cosmetics line, providing affordable personal care products and cosmetics. The trademark application for beauty 360 was filed in 2008, with its first use recorded in the same year. The trademark is valid for the following categories:

  •  Retail store services featuring health and beauty products and general consumer merchandise.
  •  Medicated acne and skincare treatment preparations; medicated hair growth treatments.
  • Nailcare including nail polish, polish removers, and fake nails.
  • Makeup items including mascara, lipstick, foundation, rogue, and concealers.
  • Hair removal products.
  • Body powder.
  • Hair dyeing and styling products.
  • Massage oils.
  • Lip balms and primers.
  • Pre-shaving creams.
  • Cosmetic pencils and sharpeners.
  • Bath pillows, hair towels, and bath gloves.
  • Bath wraps and robes.
  • Shower caps.
  • Haircare implements such as hair combs, hair ties, and bobby pins.

Wrapping Up

CVS is a multi-billion dollar corporation with a name that is recognized worldwide. Part of its immense brand value will be in its intellectual property, including slogans, trademark registrations, brand names, and more. CVS owns over 500 registered trademarks. Registering trademarks with the USPTO is the most straightforward way to protect your brand value, whether you’re heading a multi-billion dollar corporation or you’re a sole trader.

Xavier Morales, Esq.

About the Author:

Xavier Morales, Esq.

Mr. Morales founded this trademark law practice in January 2007 with the goal of providing intellectual property expertise to entrepreneurs and businesses around the country. Since then, he has filed more than 6,000 trademarks with the USPTO. You can learn more about Xavier here.

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