Walgreens continues to enhance its beauty offer. In addition to sprucing up about 1800 stores including the addition of No7 and Soap & Glory, the chain rolled out a beauty club within its Balance Rewards loyalty program. Called Beauty Enthusiast, the program provides cardholders who register with additional rewards and beauty and personal care.
“Walgreens is continually looking for ways to enhance our customers’ beauty shopping experience and to provide greater value for our Balance Rewards members,” said Linda Filler, president of retail products and chief merchandising and marketing officer for Walgreens. “Beauty Enthusiast was created for our customer who enjoys our beauty and personal care offering and looks to us for additional benefits, product offers and recommendations. This natural extension of our loyalty program offers easy enrollment, more points and additional rewards to make feeling good easier.”
Balance Rewards members were notified in an e-mail attached to weekly deals. Sign-up is free, and Beauty Enthusiast members will receive 5,000 Balance Rewards points for every $50 spent on cosmetics, skin care, hair care, oral care, grooming, sun care, fragrance and bath product purchases. Members will have opportunities to receive free samples and will get exclusive promotions and coupons, as well as special beauty offers, new product information and expert tips throughout the year. In addition, they will also be eligible for a one-time digital coupon for 20 times everyday points on any beauty purchase to welcome them to the club. Walgreens has more than 85 million active Balance Rewards members.
Beauty loyalty programs are emerging as a useful tool in the battle for customers. CVS has a thriving program called ExtraCare Beauty Club and Ulta Beauty has vastly expanded subscribers to its Ultamate Rewards program. The reward programs are also useful, industry experts said, in building a base of shoppers to bounce new products off of while also helping identify trends that need to be reflected in the merchandise mix.