There has been a plethora of influencer and brand beauty collaborations. But in what is thought to be one of the first of its kind at mass, Walgreens has teamed with YouTuber Judy Travis to create a cosmetics bag line.
Travis is known for her “ItsJudyTime,” YouTube channel which has more than 1.3 million subscribers. She also has 897,000 Instagram followers. Her posts focus on lifestyle, beauty and her family. The collection consists of six cosmetics bags available at select Walgreens and walgreens.com, retailing from $12.99 to $29.99. The release zeros in on spring colors such as navy and pink, classic florals and marble patterns.
Lauren Brindley, group vice president and general merchandise manager for Walgreens, said the move aligns with efforts to “give our beauty customers more reasons to shop our stores.” Walgreens Boots Alliance has been making a big commitment to brands it owns such as CYO, Sleek and Soap & Glory. The company has also been overhauling its beauty departments with fresh decor, elevating service and several fresh brands. The private label sector of the cosmetic bag category in the mass market is growing, up almost 7 percent per the most recent IRI drugstore data. The category is also associated with rich margins
“This is a project we’ve been working on for over a year now and I’m excited to see the collection available at Walgreens,” stated Travis. “Some of the designs are inspired by my Filipino roots, incorporating the smooth bamboo and the national flower, the Sampaguita, aka white jasmine.”
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The mass market is revving up its use of influencers. Several brands such as Cover Girl and Revlon inked deals with powerful content providers in an all hands-on deck effort to lure more younger customers into drug chains. CVS posts content from several influencers such as Christine Lozano and Olena Mishchenko. Marianna Hewitt has done paid posts for CVS.