By  on June 1, 2012

Creating accessibility to beauty products is a mission of Joe Magnacca, president, daily living products and solutions at Walgreens. In just a short time, he’s helped transform Duane Reade stores in New York, while also influencing a new attitude at Walgreens — moving it away from the image as “your grandmother’s store.”

By capturing the cachet found in European and Canadian pharmacies, such as Shoppers Drug Mart’s Beauty Boutiques, Magnacca and his team are rewriting the mass-market beauty rules. First seen in Duane Reade’s Look Boutiques, the concept has evolved in two years to include services such as manicures. Today, there are 40 Look Boutiques, including the newly opened store in Puerto Rico that was already the second-largest door in terms of sales for Mother’s Day — the manicure area quickly had to be enlarged from four manicure tables to six. Magnacca said there will be “several hundred” Look Boutiques over the next few years.

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