Walgreens has rolled out a loyalty program for beauty fanatics called Beauty enthusiast. An extension of the retailer’s Balance Rewards program, the Beauty Enthusiast targets shoppers interested in Walgreens’ higher-end personal care and beauty lines like No. 7, Soap & Glory, Avene. Sign-up is free and members will receive 5,000 points for every $50 spent on cosmetics, skin care, hair care, oral care, grooming, sun care, fragrance and bath product purchases.
Walgreens is making significant investments in becoming a destination for beauty as it consistently adds new U.S. and European hair care and skin care products to its shelves. The retailer is also strategizing its online search appearance in the category; it accounts for 7% of first-page organic results for branded Hair Care search terms on Google according to L2’s 2016 Hair Care & Color study.
For Beauty and Hair Care brands, this means investing and tracking in their presence on Walgreens and other retailers, as loyalty programs and their ownership of search real estate can drive more purchases than the brand site.