Kroger offered deals on dozens of personal care and cosmetics brands during its biannual "Beauty Event" sale from March 22 to April 5.

Stanchion signs and shelf talkers positioned in the health & beauty departments depicted brands including Procter & Gamble's Olay, Coty Inc.'s CoverGirl, L'Oreal USA's Garnier Fructis and Johnson & Johnson's OGX, and offered mix & match "buy 1, get 1 50% off" or "buy 2, get 1 free" deals on thousands of SKUs. Shelf tags marked other qualifying products.

Features in chain circulars on March 23 plugged the sale and directed shoppers to a promotional website operated by Brisbane, CA-based You Technology that hosts guides and videos on hair care, skin care and cosmetics from L'Oreal's Maybelline, Unilever's Tresemme, Kao USA's Jergens and other brands. Stores also distributed flyers listing the eligible brands by category.

The retailer kicked off the promotion with a contest awarding 500 winners with makeup remover wipes from Olay or Johnson & Johnson's Neutrogena. Consumers entered from March 21-24 by sharing a makeup trick through a designated post on chain Facebook pages, which also hosted a video from beauty blog xSparkage. Washington, D.C.-based iStrategyLabs awarded the prizes to the most original submissions.

The marketing campaign for the Beauty Event also included radio spots, blogger engagement, and display ads on websites such as justjaredjr.com and indyweek.com.

Kroger ran a nearly identical sale in fall 2016. The spring 2016 Beauty Event centered on digital coupons.