Walgreens made good on its goal on bringing beauty products and trends closer together for its customers with the introduction of the new magazine called Discover Beauty Within.
To launch the glossy, Walgreens and magazine publisher Lebhar-Friedman positioned a decked-out trailer called Suite on the Street near Walgreens stores in the tri-state area. Beauty Within is distributed in most of the 8,000 Walgreens and Duane Reade stores.
Inside the trailer, beauty experts offered manicures, hair styling and makeovers along with goody bags filled with corresponding products. Over the course of a few days last week, some 2,500 consumers hopped onboard the suite, according to Steve Dixon, publisher of Beauty Within. Walgreens partnered with Unilever, Pacific World and Nutridiet and received additional support from Milani, Shea Moisture and Colgate to bring the mobile beauty bar to New York and New Jersey. Future cities are planned.
Visiting the Suite on the Street last week near the retailer’s Union Square store was fitness expert Gabrielle Reece, who shares her health and fitness knowledge with readers in a special section in the magazine. Reece also helped kick off a party to celebrate the inaugural issue. “I am happy to be part of Beauty Within because I can offer easy ways for everyone to be healthier,” she said.
Retailing for $1.99, the quarterly publication offers substantial savings and will be promoted by 26,000 beauty advisers. Several stores have already sold through the initial shipment of the magazine. Store managers welcomed the additional traffic and saw shoppers come in for items after the makeovers.
“What’s great about the magazine is you only need one source for all the looks,” said Shannon Curtin, Walgreens group vice president of beauty, personal care and seasonal. She elaborated that traditional magazines promote products sold in all different kinds of stores complicating the process of duplicating the editorial.
Dixon said the magazine is an outgrowth of a successful training program for beauty advisers. “The BA’s wanted a way to share what they were learning with customers. Although they can find information on the Web site [www.discoverbeautywithin], we wanted a convenient way for them to have it in their purse,” he said. “The magazine also offers a great way to strike up a conversation.”
Merchandised in the cosmetics department, separate from traditional magazines, Beauty Within’s current issue contains ads from companies such as L’Oréal, Garnier, Almay, Shea Moisture and Neutrogena.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)