Walgreens launches 'Discover Beauty Within' magazine

Walgreens (NYSE: WAG) is launching a beauty magazine to provide tips, tricks and coupons exclusively to shoppers at Walgreens and Duane Reade stores.

"Discover Beauty Within" will make its nationwide debut at the end of March at all Walgreens, except in Puerto Rico, and Duane Reade drugstores.

"'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 VP, beauty and personal care. "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.

Each issue will sell for $1.99 and will feature celebrity interviews, news, beauty advice and promotional offers from Walgreens' vendors. "Discover Beauty Within" will have an online counterpart with additional exclusive content and interactive features. The website will be updated daily.

The publication will launch Suite on the Street, a weeklong promotional 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 make stops 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.

The quarterly print publication is a first for Walgreens but not for the drugstore channel. CVS (NYSE: CVS) discontinued publication of its proprietary beauty magazine "Reinventing Beauty" in summer 2013. While "Only You," once available only at Walmart stores, announced it would expand distribution to newsstands nationwide, beginning in April 2014.

For more:
-See this Walgreens press release

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