Walgreens’ mission to go big in beauty includes personal care, Walgreens DMM Rudy Kucera told Drug Store News, for categories including grooming, hair care and oral care, “all part of the beauty regimen.” And just like in cosmetics, there is the quest to tailor merchandise for specific stores.
Walgreens aims to have a consistency of voice across all channels, both clicks and bricks. In beauty, the strategy is to look at the customer in a holistic manner, said Katlyn Gao, head of retail products, digital at Walgreens.
Jaws dropped six years ago when Duane Reade unwrapped its first LOOK Boutique. The concept exemplified what many drug store merchants had only dreamed about — a selection brimming with prestige brands presented in an environment on par with specialty stores.
As part of its quest to be the most loved and shopped beauty destination, Walgreens offers an array of its “owned brands.” These chain exclusives fill in gaps in assortments or offer tremendous value, according to Kina Guyton, Walgreens director of beauty owned brands.
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.