NEW YORK — To raise awareness for the quarterly beauty publication Discover Beauty Within, the publication launched its Suite on the Street weeklong initiative on April 2. 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 stop at Walgreens and Duane Reade locations throughout New York City and the tri-state area with 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 Steven Dixon, publisher of Discover Beauty Within. "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 TRESemmé, Bio-Oil, Yes To, Sensationail and NutriDiet. Station Sponsors include Milani 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 Bi-Oil, NutriDiet, Colgate, Shea Moisture, Tone, Conair, Hollywood Fashion tape, Studio 35, Cantu, Jordana, Milani, Yes To, Sensationail and TRESemmé, as well as a copy of Discover Beauty Within magazine.
"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," stated Shannon Curtin, group VP beauty and personal care at Walgreens. "We expect this initiative to increase customer loyalty and drive more traffic to our beauty aisles."
On April 3, the Suite on the Street will be located near the Union Square Walgreens for the launch event. Press and consumers will be invited on board from 2 p.m. through 8 p.m., and a VIP reception will be held from 5:30 p.m. through 7:30 p.m. at The Fourth (downstairs at Botequim).
On April 2 to 7, the Suite will visit eight Walgreens/Duane Reade locations in the New York tri-state area. On-board brand ambassadors will demonstrate the benefits of the partner products and provide samples and coupons to beauty shoppers both on board and passers-by while supplies last.