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Walgreens Launches Private Brand Beauty Magazine

April 1, 2014

Store brand beauty care products have been a staple at Walgreens, but now the retailer is adding a beauty magazine. For $1.99, shoppers are now able to purchase Discover Beauty Within from the Drugstore retailer in both Walgreens and Duane Reade stores.

This certinly isn't the first go a retailer has had a beauty magazine. Walmart tried Beauty Scoop in 2012. 

Discover Beauty Within  hopes to “educate and inform on the latest beauty trends and products” and “inspire women to take action every day to look good and feel good,” according to the retailer. It doesn’t look like it will be a run of the mill store brand publication either, with interviews with women like Sofia Vergara and Gabrielle Reece expected to grace the pages. And as a nice bonus it will include coupons from the retailers’ merchandising partners. 

Lebhar-Friedman Publishing, around since 1925, is collaborating Walgreens on Discover Beauty Within, which will also have an online counterpart

To promote the launch, the publication will start 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. Stops at Walgreens and Duane Reade locations throughout New York City and the tri-state area are coming up with planned stops at stores in Los Angeles, Chicago and Miami throughout the year.

Sponsors include Milani, Shea Moisture, 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 various sponsors.

 On April 3rd, 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 2:00 PM – 8:00 PM. For more dates check the schedule here