Walgreens Launches Beauty Publication

Lebhar-Friedman Publishing, in collaboration with Walgreens, announced the launch of Discover Beauty Within, the first exclusive, beauty publication for the mass retailer. The quarterly publication will make its nationwide debut at the end of March at all Walgreens, except in Puerto Rico, and Duane Reade drugstores.

Discover Beauty Within is intended to educate and inform on the latest beauty trends and products. It also will inspire women to take action every day to look good and feel good. The publication is focused on providing Walgreens and Duane Reade customers with timely editorial content and valuable coupons on behalf of the retailers’ merchandising partners.

“Discover Beauty Within further engages our customers by providing credible on-trend beauty and wellness tips, which can lead to a more valuable shopping experience,” said Shannon Curtin, group vice president of beauty and personal care, Walgreens. “Together with our trusted beauty partners, we will continue to elevate our offerings as we aim to make Walgreens and Duane Reade stores a go-to destination for beauty.”

“Beauty magazines are aspirational for most women, and our objective is to change that,” said Steven Dixon, publisher. “At a cover price of only $1.99 combined with an incredible value in offers from our partners, Discover Beauty Within is a worthwhile purchase for customers who appreciate savings while reading about the latest beauty news. The publication will feature candid interviews with empowering women like Sofia Vergara and Gabrielle Reece."

Discover Beauty Within also will have an online counterpart at www.discoverbeautywithin.com, containing exclusive content rich with information and interactive features, updated on a daily basis to offer additional value to customers.

To raise awareness for Discover Beauty Within, the publication will launch its "Suite on the Street" weeklong initiative marketing effort on April 2, 2014. The Suite is a Walgreens- and Discover Beauty Within-branded tour bus that will serve as a mobile beauty studio to demonstrate select products and techniques to customers and passers-by. Suite on the Street will be comprised of stops at Walgreens and Duane Reade locations throughout New York and the tri-state area, with additional planned stops at stores in Los Angeles, Chicago and Miami throughout the year.

“We view our customers as A-list, and our Suite on the Street gives us the ability to treat them as such,” said Dixon. “Onboard guests will receive manicures, mini makeovers and more courtesy of our generous sponsors, reinforcing our belief that women should feel like a million bucks without having to break their budgets.”

The Suite on the Street premiere sponsors are Unilever, Pacific World and NutriDiet; Station sponsors include Milani, Shea Moisture and Colgate. Each sponsor will host its own area within the Suite to provide guests with services and individual tips for at-home beauty. As an added bonus, all guests will take home a Suite on the Street Beauty Bag filled with items from various sponsors.

“Suite on the Street is product trial at its best. We are directly providing customers with a one-on-one experience with the great brands and products we carry in-store and online,” said Curtin. “We expect this initiative to increase customer loyalty and drive more traffic to our beauty aisles.”