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Beauty.com is taking the road less traveled — from digital to brick and mortar — with the launch of its first in-store beauty offering. The Beauty.com’s Beauty Favorites Box, which contains $130 worth of full-size and deluxe samples from prestige brands like Bliss, Lorac, Laura Geller, Borghese, Carol’s Daughter and Murad, will retail for $25, and be available at a few hundred Walgreens stores in the Chicago area. It will also house a $10 promotional gift card, which can be used on the e-commerce site.
This story first appeared in the August 3, 2012 issue of WWD. Subscribe Today.
“We are obsessed with sampling and getting samples into customers’ hands,” said Kathleen McNeill, president of Beauty.com. “These are brands and products that we love. We wanted people to touch and play.”
To that end, McNeill said products were selected to represent a variety of beauty categories found on the Web site or because of their fast-acting properties.
“It’s a good assortment of what you can see on [beauty.com],” she said. “We didn’t limit it to one category and [we wanted] people to see instant results to encourage them to make a purchase.”
McNeill added the Beauty.com shopper is “very engaged” at Walgreens stores, making it the perfect fit for the e-tailer’s in-store test run.
“The lines between mass and prestige are blurring, the prestige customer is shopping at grocery, specialty and independent stores,” said McNeill. “Women are buying a lot of beauty at Walgreens and we want to trade them up to try some of the prestige brands we have on our site.”
The debut iteration of Beauty.com’s Beauty Favorites will contain eight products and be sold in a limited-edition capacity, beginning Aug. 1. The box will be “prominently featured” in Chicago area Walgreens cosmetics departments. McNeill said there are plans in place to roll out additional versions to more markets in 2013 “in a bigger way.”