Walgreens hosts Maybelline makeovers
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.
Vogue hosts CoverGirl makeovers at local Walgreens
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.
La Roche-Posay launches sun safety campaign
NEW YORK La Roche-Posay, the skin care company that brought the Anthelios sunscreen franchise to the United States, has launched a new public health awareness and educational campaign dubbed SOS — Save Our Skin.
The campaign is designed to not only inform Americans about the dangers of UV and the importance of sun safety, but to also incite true behavioral change, such as including sun protection in their daily routines and visiting their dermatologists for regular skin checks.
The campaign will use all major media components to reach as many people as possible via in-store events, offline initiatives with dermatologists, pharmacists, journalists and a mini site (located at www.sossaveourskin.com) to raise awareness regarding the dangers of UV exposure and the importance of UV protection.
The mini site will serve as the hub of the entire public awareness campaign where users can access informative content that will allow them to learn from each other and experts to discover more about UV protection (including the importance of regular skin checks and how to perform self checks) and help influence others in establishing their own sun safe behavior.
In addition, La Roche-Posay will make a donation every time someone joins the SOS cause as well as when anyone purchases an orange SOS ribbon in support of the cause. The proceeds with go to organizations with synergistic missions, like the Women’s Dermatologic Society and The Skin Cancer Foundation.
As part of the initiative and to mark the start of Melanoma Month in May, La Roche-Posay, which is a L’Oreal brand, is hosting a three-day corporate launch event at L’Oreal USA headquarters in New York City. During this time, L’Oreal USA employees are encouraged to attend educational forums and participate in free skin cancer screenings with more than 50 dermatologists that will be on hand.
La Roche-Posay products can be purchased at select physicians’ offices, CVS/pharmacy and Duane Reade locations.