Walgreens Rediscovers the 'Beauty Within'

Walgreens amped up its “Discover Beauty Within” platform in March by launching an exclusive quarterly magazine and refreshing a dedicated website.The first issue of Discover Beauty Within hit all Walgreens/Duane Reade stores in late March. According to a media release, the publication focuses on the latest beauty trends and products through editorial content and coupons from manufacturer partners. It is published by Lebhar-Friedman, whose trade magazine stable includes Drug Store News.“Together with our trusted beauty partners, we will continue to elevate our offerings as we aim to make Walgreens and Duane Reade stores a go-to destination for beauty,” Shannon Curtin, group vice president of beauty and personal care, said in the release.Priced at $1.99, the “Spring” issue consists of 92 glossy pages that measure nine inches by 6.5 inches, a folio smaller than a standard magazine. Actress Sofia Vergara, a spokesperson for Procter & Gamble’s CoverGirl, adorns the cover. The magazine is merchandised on counter racks in the beauty department.The issue contains typical print ads from beauty/personal care manufacturers of varying sizes (from L’Oreal to E.T. Browne Drug Co.), as well as nine Walgreens-exclusive coupons from brands including Clorox Co.'s Burt's Bees, Sundial Brands' SheaMoisture and Pacific World Corp.'s Sensationail. It also contains coupons for two quasi-private labels from Alliance Boots: No7 and Mark Hill. Every product featured in the magazine is available in stores and on walgreens.com, as well as on the retailer's drugstore.com and beauty.com e-tailing websites.In addition to getting a new look, the three-year-old discoverbeautywithin.com is now updating content daily, according to the release.To promote the magazine, Walgreens and Lebhar-Friedman staged a “Suite on the Street” mobile tour in New York from April 2-7. A branded tour bus served as a mobile beauty studio to visit multiple stores. Similar tours will be conducted in Los Angeles, Chicago and Miami later in the year, according to the release.“‘Suite on the Street’ is product trial at its best,” Curtin said. “We are directly providing customers with a one-on-one experience with the great brands and products we carry in-store and online. We expect this initiative to increase customer loyalty and drive more traffic to our beauty aisles.”

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