Beauty tips, tricks, trends at customers’ fingertips

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, and is published quarterly with celebrity interviews, which to date have included Sophia Vergara, Fergie, Queen Latifah and Hayden Panettiere.



Discover Beauty Within showcases beauty products sold in its stores and/or online in a glossy, editorial format. But unlike traditional beauty magazines that feature products from a myriad of channels, Discover Beauty Within covers products specifically sold in Walgreens and Duane Reade stores, Walgreens.com and Beauty.com.



Originally sold exclusively in its stores, Walgreens has changed its strategy and beginning this summer will now bundle the magazine with the company’s quarterly loyalty card Thank You mailer and send it to its top beauty and personal care customers for free. Each Thank You mailer includes special promotions and offers selected specifically for individual customers based on past purchasing habits.



“We want to get our awesome magazine in the hands of our best beauty and personal care customers,” Hobson told Drug Store News. “We want to delight and surprise them with this beautiful gift. Ultimately, we hope they are encouraged to return to our stores to experience beauty with our Beauty Advisors.”



In addition, Discover Beauty Within is now also available as a free app for the iPad, iPhone and Android devices.

Click here to read the full report.