Walgreens Creates 'Beauty Enthusiasts'

Walgreens' enthusiasm for beauty-related products continued to grow in October as the retailer launched a "beauty club" extension of its Balance Rewards loyalty program.A loyalty cardholder can become a "Beauty Enthusiast" by confirming or adding her email address either in-store at checkout, on a dedicated section of walgreens.com, via the retailer's mobile app, or by calling the Walgreens Customer Care Center.The primary perk for club members is that they receive 5,000 Balance Rewards points for every $50 spent on cosmetics, skin care, hair care, oral care, grooming, sun care, fragrance and bath product purchases. Beauty Enthusiasts will also "receive free samples and will get exclusive promotions and coupons, as well as special beauty offers, new product information and expert tips throughout the year," according to a media release. Additionally, as a one-time perk, club members receive a digital coupon for 20 times everyday Balance Rewards points on one beauty purchase."Walgreens is continually looking for ways to enhance our customers' beauty shopping experience and to provide greater value for our Balance Rewards members," Linda Filler, president of retail products and chief merchandising and marketing officer, said in the release. "Beauty Enthusiast was created for our customer who enjoys our beauty and personal care offering and looks to us for additional benefits, product offers and recommendations. This natural extension of our loyalty program offers easy enrollment, more points and additional rewards to make feeling good easier."Walgreens promoted the club's launch with a multitude of in-store signage and digital activity as well as features in its Oct. 2 and 9 circulars and its monthly coupon book. Among the signage were window posters, endcap side panels, violators and wobblers attached to the PIN pads at checkout.The digital activity included home page ads, a dedicated landing page, emails to Balance Rewards members, display ads on sites such as Yahoo, and social activity on Facebook and Twitter.The launch of Beauty Enthusiast is the latest example of Walgreens' focus on beauty that in the past has included updated looks in stores and a Shopper Marketing Summit keynote presentation by Alex Gourlay, now co-chief operating officer of parent company Walgreens Boots Alliance.

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