NEW YORK — Teen beauty is coming into focus at Rite Aid this year.
This story first appeared in the March 28, 2003 issue of WWD. Subscribe Today.
Starting April 1, the 3,400-store retail chain, is launching “Glam Camp,” an in-store promotion that, for now, is slated to run through yearend.
Glam Camp endcaps, offering an array of health and beauty products for teens, will be set up in 2,200 of Rite Aid’s largest stores. The remaining 1,200 Rite Aid doors will offer smaller shelf displays, according to a company spokeswoman.
The event is designed in four phases and each phase will highlight different items and tie in with a sweepstakes offer. The first segment, running in April and May, will present teens with an opportunity to win a shopping spree at a local mall for the teen, her best friend and her mother, via chauffeured limousine. To qualify to enter the sweepstakes, a teen must buy three of the featured items in the Glam Camp promotion. Several manufacturers have already signed on, including Procter & Gamble with its Cover Girl Outlast lip color and Crest Whitestrips.
The June-July promotion will offer prizes for the four seasons, including a mountain bike and snowboard. The Back to School phase, running in August and September, will present teens with the chance to have their bedrooms made over. Details on the program are still being finalized and few are available yet for phase four, which runs in October and November. An interactive Web site is also being created to complement the in-store presentation.