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.