By  on January 5, 2011

CVS Pharmacy will enlist the help of Queen Latifah — a Cover Girl spokeswoman — to introduce its new beauty loyalty program on live television tonight.

During the People’s Choice Awards this evening, Queen Latifah, the event’s host, will announce CVS’ Beauty Club, an opt-in extension to the drugstore chain’s existing ExtraCare loyalty program, created in 2001, that boasts 66 million members. Of those card-carrying ExtraCare members, 48 million buy beauty products at CVS, according to the retailer.

The goal of Beauty Club is to put CVS’ beauty assortment front and center in consumers’ minds. “We continue to talk about how we want [CVS] to be the destination for beauty. This program is the next evolution of that,” said Cheryl Mahoney, vice president of beauty care for CVS.

As part of the on-air announcement, Queen Latifah plans to unveil a sweepstakes taking place online. Viewers will be encouraged to register online at to be entered into the sweepstakes running through Thursday. The grand prize is a trip for two to the 2012 People’s Choice Awards and $500 worth of beauty products. Queen Latifah’s announcement will be followed by a TV ad for Beauty Club with another slated to air later in the program. CVS also is dispatching celebrity stylists Bobbie Thomas and Robert Verdi during the show for a segment called CVS Beauty Club Moments, where audience members are chosen to receive gift cards and upgraded seats.

CVS launched a pilot Beauty Club program Oct. 1 across 556 stores in four markets, namely Atlanta, Indianapolis, New Haven and Hartford. Since then, 288,000 customers have joined.

Shoppers can either download and submit a certificate online to join or download and print the certificate to submit in-store. The idea for Beauty Club stems, in part, from CVS’ loyalty program for Beauty 360, the retailer’s upscale beauty boutique concept.

Mass market brands also are on board. “We just recently started sharing [news of] the program with vendors and they are all clamoring to participate,” said Mahoney. The initial focus of the launch is to communicate the benefits of belonging to the club, said Mahoney. She added CVS will leverage the following vehicles to introduce the initiative: in-store coupon kiosks and circulars, direct mail, Twitter and Facebook.

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