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Beauty advisers boost sales for WAG, Maybelline

BY Antoinette Alexander

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 BeautyAdvisorLounge.com.

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.

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NACDS puts a new spin on Meet the Market

BY Michael Johnsen

SAN DIEGO This year the National Association of Chain Drug Stores introduced two new features to its Meet the Market format. First, NACDS hosted a Meet the Market Presentation Template webinar twice prior to Meet the Market, in which NACDS introduced a meeting template that succinctly captured all of the information retailers typically use to evaluate a new product or company.

Also new to Meet the Market were the booths of 10 service companies — trade media and professional education, merchandising consultants and marketing/media information companies — which afforded an opportunity for new and smaller suppliers to meet with these organizations.

“New companies have a need not only to meet with retailers, obviously, they have a need for their business,” noted Jim Whitman, NACDS SVP meetings and conferences. Another ongoing improvement is the productivity within each meeting, Whitman added. “We keep refining the match, the appointments,” he said.

This year, the Meet the Market format — in which smaller and new suppliers have 10-minute meetings with their category buyers — represented more than 8,000 face-to-face pre-arranged appointments.

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Retail clinic growth slowing down? Not a chance

BY Antoinette Alexander

WHAT IT MEANS AND WHY IT’S IMPORTANT The news that Target is looking to expand its retail-based clinic business this year is yet one more indicator that reports of the demise of retail clinic growth have been greatly exaggerated.

(THE NEWS: Target to expand its retail clinic presence. For the full story, click here)

As the article states, Target, which opened its first clinic in 2006, is looking to open up eight new locations this September. It already operates 28 locations in Minnesota and Maryland.

It wasn’t so long ago — April to be exact — that CVS Caremark’s MinuteClinic indicated that it could double its current number of clinics in five years.

Why the growth? Well, aside from the aging population and a shortage of primary care physicians, a major catalyst is healthcare reform, which will mean that 32 million people who currently are uninsured will have healthcare coverage. With emergency rooms already overflowing, and primary care physicians already over-extended, having a retail clinic nearby where patients can receive convenient, quality and affordable health care will only become increasingly important.

Meanwhile, RediClinic, which has 22 clinics in H-E-B stores in Houston and Austin, Texas, is cranking up its marketing efforts and has tapped former Duane Reade executive Jeff Thompson as VP marketing. Thompson will be responsible for RediClinic’s consumer and partner marketing activities, including developing and implementing strategic customer acquisition/retention programs, new product delivery and brand strategy.

Thompson most recently served as VP marketing for Duane Reade.

Clearly, there continues to be significant growth opportunities for clinics — both in terms of the number of clinic locations and the scope of services offered within the clinics. As mentioned earlier, there are 32 million reasons why the growth will be quite dramatic.

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