Discovering the beauty within

Walgreens is on a mission to go big in beauty. With a robust army of 26,000 beauty advisers, in-store Look Boutiques and the Boots No7 line rolling out to more stores, Walgreens is well on its way. Now that effort has shifted into high gear as the retailer debuted in March an exclusive beauty publication called Discover Beauty Within.

Lebhar-Friedman Publishing, in collaboration with Walgreens, launched the quarterly magazine — marking the first exclusive beauty publication for the mass retailer. Discover Beauty Within debuted at all Walgreens (except Puerto Rico) and Duane Reade stores at the end of March.

To celebrate the launch of the beauty publication, Walgreens executives, beauty suppliers, bloggers and fashion media gathered at the posh The Fourth in New York City on April 3 for a VIP reception. Also in attendance was Gabrielle Reece, former Women’s Beach Volleyball League star and fitness icon. Reece is featured in the debut issue of Discover Beauty Within.

During the reception, DSN sat down with Shannon Curtin, group VP of beauty and personal care at Walgreens, to talk about why Walgreens is getting into the magazine business and how Discover Beauty Within fits into Walgreens' larger beauty vision.

To check out photos from the reception, click here.