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Walgreens rewards program adds beauty club

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Beauty Enthusiast designed to enhance beauty shopping experience

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DEERFIELD, Ill. — Walgreens aims to give a little extra to its best beauty customers with the launch of Beauty Enthusiast, a free beauty club for its Balance Rewards loyalty program.

The drug chain said Tuesday that Balance Rewards members who register for Beauty Enthusiast can receive additional rewards on beauty care and personal care items, as well as other benefits.

For every $50 spent on cosmetics, skin care, hair care, oral care, grooming, sun care, fragrance and bath products, Beauty Enthusiast members get 5,000 Balance Rewards points. Walgreens said they also can receive free samples and exclusive promotions and coupons, along with special beauty offers, new product information and expert tips throughout the year.

And to welcome them to the club, Beauty Enthusiast members get a one-time digital coupon for 20 times everyday points on any beauty purchase.

“Walgreens is continually looking for ways to enhance our customers’ beauty shopping experience and to provide greater value for our Balance Rewards members. 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,” Linda Filler, president of retail products and chief merchandising and marketing officer at Walgreens, said in a statement. “This natural extension of our loyalty program offers easy enrollment, more points and additional rewards to make feeling good easier.”

Balance Rewards members can join Beauty Enthusiast by confirming or adding their email address at checkout, signing up at Walgreens.com/beautyenthusiast, enrolling via Walgreens mobile app or calling the Walgreens Customer Care Center.

Overall, Walgreens has more than 85 million active Balance Rewards members.

In recent months, Walgreens has been working to elevate the beauty shopping experience at its stores with the rollout of its Beauty Differentiation concept. So far, that effort has brought the format to about 1,800 locations.

Lauren Brindley, group vice president and general merchandise manager for beauty and personal care, said in a recent interview that customer insights from Balance Rewards have played a key role as Walgreens moves ahead with the Beauty Differentiation project and further develops its beauty strategy.

“On the Balance Rewards database, we already have the market’s best beauty customers,” Brindley said. “So we know what she wants and what she would like us to offer her. That’s going to be exciting as we unlock the opportunity.”


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