London puts premium on innovation.

RICHMOND, British Columbia -- As perhaps the chain drug retailer with the most sophisticated cosmetics set in North America, London Drugs knows the only way to stay ahead in that category is to innovate constantly.

So now, after redesigning its cosmetics sections only a few years ago, the first steps in what may be another complete overhaul are being taken.

"We believe cosmetics is one of our most important departments," president and chief executive officer Wynne Powell says. "Therefore, we want to make it one of the most visible and attractive areas in our stores."

To do that London has introduced an entirely new look to its cosmetics departments in its two newest outlets in British Columbia -- a store in a Vancouver neighborhood and one on Vancouver Island in the town of Tillicum, a suburb of Victoria.

"If the indications are that the customer likes it, we will roll it out to a number of new …