Walgreens is taking its Go Big in Beauty mission to the streets — literally. Starting last year, Walgreens began loading up its best beauty products — along with hair, makeup and nail professionals — on a mobile beauty studio that traveled to key markets across the country to herald the arrival of each new issue of Discover Beauty Within.
Introduced in spring 2014, Discover Beauty Within is an exclusive publication to Walgreens, published through a joint venture between Walgreens and Lebhar-Friedman Inc. The first-of-its-kind beauty and wellness magazine focuses specifically on the mass market beauty customer.
Walgreens’ beauty team works diligently to please customers, but Michelle Hobson’s job as senior manager of beauty program development is to lead the charge for all training efforts and key strategic beauty programs for the company’s most precious assets — its Beauty Advisors.
To be sure, Walgreens started out on its Go Big in Beauty mission before its partnership with Boots began in 2012. But Boots, with its rich portfolio of beauty brands certainly helped ‘kick’ things up a notch or two.
When GVP/GMM, beauty and personal care Shannon Curtin arrived at Walgreen Co. about five years ago, the beauty department was already regarded as one of the best and most efficient in the mass business. But it was missing one element Curtin and her teamwork diligently to nurture — love.
Walgreens once again served as the official retail partner for the People’s Choice Awards in January and teamed up with Procter & Gamble to promote the role of their brands in helping consumers meet New Year resolutions.