Add exclusive magazines to Walgreen Co.’s portfolio.

This story first appeared in the March 28, 2014 issue of WWD. Subscribe Today.

The omni-retail power, which operates Walgreens and Duane Reade stores, along with e-commerce sites, and, is pumping a new magazine called Discover Beauty Within into its 8,000 stores, published by Lebhar-Friedman.

Walgreens has invested heavily in sprucing up its stores, as witnessed by Look Boutiques and the rollout of upscale merchandise, such as Boots No7. The magazine is the latest effort to nudge up beauty sales.

“We expect to see a lift in sales [from the magazine],” said Shannon Curtin, group vice president of beauty, personal care and seasonal at Walgreens and a visionary of the magazine. “We are making [editorial] decisions based off shopper needs, and that should build baskets, increase trips back to stores and further build relationships.”

To herald the arrival of the magazine — featuring Cover Girl spokeswoman Sofía Vergara on the cover — beauty trailers dubbed Suite on the Street will visit eight tristate Walgreens stores next week offering product demonstrations. Suite on the Street will roll to additional cities in the months to come.

Discover Beauty Within is designed to complement the extensive training of the chain’s 26,000 beauty advisers. Issues, which will be published quarterly, will retail for $1.99 but offer consumer values. The current issue has $20 worth of deals. A Spanish edition is in the pipeline to serve Walgreens’ Puerto Rico units.

“Our beauty advisers have all this rich information from training and tutorials through our Beauty University,” said Curtin. “They told us they’d love to get that knowledge in front of customers.”

The glossy magazine, which will be merchandised in the cosmetics department, is an extension of a digital platform,

Fitness expert and professional volleyball player Gabrielle Reece shares her knowledge in a special fitness section called “Mind, Body, Soul.”

“I really appreciate Beauty Within and Walgreens’ commitment to talk about beauty as not just something external. Both internal and external beauty are impacted by a women’s overall health and lifestyle, and having the opportunity to connect with so many women and share small ways to make the quest for looking and feeling good easier is fun for me,” said Reece.