WINTER PARK, Fla. Walgreens recently hosted a Maybelline makeover event at 100 stores in Florida to promote several new Maybelline products for eyes and lips.
A professional makeup artist was on hand at each store to apply Eye Studio Color Pearls shadow, Lash Stiletto mascara and Shine Sensational lip gloss in mini eye and lip makeovers. In just two days, more than 800 makeovers were performed resulting in more than 1,000 pieces sold.
The success clearly underscores the importance of in-store beauty events and, perhaps more importantly, in-store beauty advisers. Recognizing the important role that beauty advisers play in the mass market, The Drug Store News Group recently launched a new Web site geared toward beauty advisors that can be found at www.BeautyAdvisorLounge.com.
According to a survey consumers took during the 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.
While there, the makeup artist personally trained the store's beauty adviser on the brands so that they could assist future customers.
Cosmetic Promotions, a promotional and marketing company based in Central Florida, facilitated the event.