NEW YORK — Walgreens executives, beauty suppliers, bloggers and fashion media gathered at the posh The Fourth in New York City Thursday evening for a VIP reception to celebrate the launch of the Discover Beauty Within beauty publication, which recently debuted at Walgreens and Duane Reade.
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.
Among those attending Thursday evening’s bash was Shannon Curtin, group VP beauty and personal care at Walgreens, along with other members of the Walgreens team, and Gabrielle Reece, former Women’s Beach Volleyball League star and fitness icon. Reece is featured in the debut issue of Discover Beauty Within. “On behalf of Walgreens and our 26,000 beauty advisers, we welcome our honored supplier partners, Lebhar-Friedman, our special guest, our Walgreens leaders and our Boots leaders that are here with us this evening. Thank you for being here,” Curtin told attendees.
Curtin added, “The reason we are here this evening and we are head-over-heels excited is that we are here with Lebhar-Friedman to launch our Beauty Within magazine. This is our customer interface where we get a chance to inspire customers to not only look good everyday, but also to feel good everyday,” Curtin told attendees. “And on this journey, as we inspire our customers to come in, we also are aspiring to be the world’s most-shopped and loved beauty destination, and this is one more step in that journey.”
Greeting attendees, Reece said, “To talk to the consumer that has no time and not tons of extra means [and] to give them actionable, realistic things they can do just to feel 5% or 10% better, I think that makes a difference everyday. … I feel really honored that I get that opportunity to connect with the consumer, and thank you for giving me that platform.” Prior to Thursday event’s celebration, consumers flocked to the Suite on the Street located near the Union Square Walgreens. The branded tour bus is a mobile beauty studio to raise awareness for Discover Beauty Within and demonstrate select products and beauty techniques. During the weeklong initiative, which kicked off April 2, the bus will stop at Walgreens and Duane Locations throughout New York City and the tri-state area. It is slated to stop at stores in Los Angeles, Chicago and Miami throughout the year.
“We enjoy connecting people and products and expertise together in meaningful ways, and that’s just one way that we demonstrate how we connect with our customers,” Curtin said, referring to the Suite on the Street.