WINTER PARK, Fla. —A recent Maybelline makeover event at 100 Walgreens stores in Florida not only boosted product sales, but also underscored the important function that beauty advisers have in the mass market.
Walgreens hosted the Maybelline makeover event to promote several new Maybelline products for eyes and lips. A professional makeup artist was on hand at each of the participating stores to apply Eye Studio Pearls eye shadow, Lash Stiletto mascara and Shine Sensational lip gloss in mini eye and lip makeovers.
While there, the makeup artist personally trained the store’s beauty adviser on the brands so that he or she could assist future customers. Walgreens stores have an average of three beauty advisers per store.
The results were impressive. In just two days, more than 800 makeovers were performed, resulting in more than 1,000 pieces sold.
Recognizing the valuable role that beauty advisers play at mass market retail, The Drug Store News Group recently launched a new Web site that serves as an educational platform for beauty advisers. The site can be found at
According to a survey consumers took during the Maybelline event, more than one-third had never tried Maybelline products before, 33% purchased something that day and another 62% said they would make a Maybelline purchase in the future because of this event.
Cosmetic Promotions, a promotional and marketing company based in Central Florida, facilitated the event.