CHAINS TRY OUT GWP
Byline: Laura Klepacki
NEW YORK — Drugstore chains will be trying out a new kind of gift-with-purchase offer this November.
In a promotion tied to Beauty Handbook magazine, a publication customized for retailers, consumers will receive a gift set containing $50 worth of free full-size beauty products with a minimum $15 purchase of items from participating manufacturers. Neutrogena, Del Labs, Unilever, Physicians Formula, Revlon and Cover Girl are among those committed so far, according to Jack McAuliffe, president of Compendium Systems, publisher of Beauty Handbook, a quarterly. The promotion will be detailed on the back cover of the winter issue. Julia Roberts, Raquel Welch, Oprah Winfrey and Penelope Cruz will appear on the cover. To receive the free beauty items, consumers must send their receipt with the qualifying items circled to Compendium’s offices in Port Chester, N.Y.
In addition to publishing, Compendium has a picking-and-packing operation, which produces toiletry kits for hotels and airlines, where the gift sets for the drugstore promotion will be compiled.
“The chains love the idea,” said McAuliffe. “It creates traffic and gives value to the consumer.”
William McMenemy, executive vice president of marketing at Del Labs, said, given the recessionary nature of the economy, “there is a real emphasis on value right now, especially for young women and teens. I think this event could do well.”
The promotion was inspired by a similar program at Walgreens, where Beauty Handbook distributes a teen version of its magazine called Walgreens Teen Extreme! With a minimum $10 purchase of five participating items — Charles Worthington Results Frizz, Jane Going Steady Eye Definer, Adidas Moves for Her fragrance, Naturistics Lipsickles Sparkling lip gloss and Fuji QuickSnap Colors camera — consumers would receive ‘NSync’s new CD “Celebrity.” Walgreens declined to comment, but Sandy Cataldo, president of Jane Cosmetics, reacted favorably. “Walgreens is a terrific partner with us. I am very much in support of these types of promotions. We do see an increase in sales.”
Beauty Handbook is carried by 110 chains with single copy sales of 1.4 million. The teen version was introduced in April 2000.