Walgreens launches club for Beauty Enthusiasts

Walgreens store

Walgreens has launched a new club within its Balance Rewards loyalty program that offers additional rewards on beauty and personal care items. 

Members simply sign up for the Beauty Enthusiast program and get 5,000 points for every $50 spent on cosmetics, skin care, hair care, oral care, grooming, sun care, fragrance and bath product purchases.

Beauty Enthusiast members will also receive free samples and get exclusive promotions and coupons, special beauty offers, new product information and expert tips. 

RELATED: Ulta grows e-commerce 44%

Beauty is a growing product category, with specialists such as Ulta and Sally Beauty developing robust member programs and reporting positive results. 

Department store and mass merchants are also adding more exclusive products and services in the category. Target and Kmart are strategically testing in-store sales consultants in the department to offer more personalized service. 

RELATED: Mass retailers top destination for beauty products

"Walgreens is continually looking for ways to enhance our customers’ beauty shopping experience and to provide greater value for our Balance Rewards members," said Linda Filler, president of retail products and chief merchandising and marketing officer for Walgreens. "Beauty Enthusiast was created for our customer who enjoys our beauty and personal care offering and looks to us for additional benefits, product offers and recommendations. This natural extension of our loyalty program offers easy enrollment, more points and additional rewards to make feeling good easier."

Walgreens has been adding features to its loyalty program to grow digital engagement, including the integration of digital coupons and mobile payment options