NEW YORK (TheStreet) -- Walgreens Boots Alliance (WBA) has been losing U.S. customers for the better part of the past three years. Now a new, largely European management team is giving the largest U.S. drugstore chain a fresh face.

Walgreens Boots Alliance is redoing its stores with what's meant to be a more appealing cosmetics area with a wider array of products, even as it scales back its fresh food offering, according to Bloomberg. Most prominent will be the company's own Boots No. 7 skincare line, which has proved successful at drawing customers to stores in Europe.

It's all part of a plan to make Walgreens stores the destination of choice for health-conscious women who make the bulk of purchasing decisions for their families. The early results have been encouraging for the company: in Phoenix, a test market for Boots products, customers are making more repeat purchases and spending more money each time they enter the store. And Boots No. 7 has become the city's top-selling beauty brand for Walgreens.

The company will have to overcome the hurdles that tripped up rival CVS Health (CVS), which shut down a beauty-focused initiative after failing to get high-end cosmetics brands to stock its shelves. It will also have to contend with skepticism from consumers accustomed to going to the department store to buy top-tier skincare products.

Walgreens' beautification project was set into motion by the company's $15.3 billion buyout of Alliance Boots last year, the consummation of a two-stage deal by the U.S. drugstore chain that saw Alliance Boots executives fill the majority of the top jobs in the merged company.

If you liked this article you might like

This Is How to Avoid Becoming Amazon Roadkill

Cramer: FedEx Will Win Big With Global E-Commerce Growth 'On Steroids'

How Long Can This Rally Run?: Cramer's 'Mad Money' Recap (Monday 9/19/17)

Cramer: How to Avoid Being Amazon Roadkill

Walgreens Is Primed to Rally, With or Without Rite Aid