WINTER PARK, Fla. Vogue magazine recently sponsored CoverGirl makeovers at 14 Florida Walgreens stores, with professional makeup artists demonstrating the new LashBlast mascara.
During the event, Vogue also promoted the magazine's latest sweepstakes -- a chance to win an Andrew Marc Salina handbag -- by distributing trend sheets to attendees.
The event offered customers a CoverGirl gift-with-purchase cosmetic bag, which helped sell more than 152 pieces during the event -- a 62% closure rate, according to Cosmetic promotions, a promotional and marketing company that executed the event.
A survey conducted during the event showed that 81% of customers surveyed had used CoverGirl before and 99% of them wanted more makeover events at Walgreens. More than 59% of the customers were within the target age group (ages 25 to 50 years) of the brand and the magazine.