Walgreens makes a beautiful move
Walgreens is adding a beauty brand to its shelves that has a cult status among millennial shoppers.
The drug chain is adding NYX Professional Makeup products to its cosmetics selection, marking the latest enhancement as part of Walgreens’ beauty differentiation program, a multi-year, multi-phase initiative to provide an elevated beauty experience to Walgreens customers. NYX Professional Makeup products will be available in nearly 2,000 Walgreens stores across the U.S. and Puerto Rico by this fall, and are currently available on Walgreens.com.
Los Angeles-based NYX, which launched in 1999, is a favorite of millennials for its prestige-like products at non-prestige prices. NYX is available in over 70 countries at thousands of retailers consisting of specialty beauty and fashion stores, freestanding shops and beauty supply stores.
“We are pleased to offer NYX Professional Makeup products to our beauty customers as we continue our journey to become America’s most loved beauty destination,” said Lauren Brindley, group vice president and general merchandise manager, Walgreens. “NYX Professional Makeup products are known for exceptional quality at affordable prices, and new products and experiences are key to our ongoing transformation in this area.”
In addition to carrying a selection of NYX Professional Makeup products, select Walgreens stores will also offer testers for NYX Professional Makeup, L’Oreal and Maybelline branded products by the end of the year.
The Walgreens beauty differentiation initiative began to roll out in 2016, and has since included the addition of trusted brands such as No7 and Soap & Glory on Walgreens.com and in 1,800 Walgreens stores, and most recently Walgreens has added Botanics, an all-natural line of products, to its website and to select stores as part of the program. A new beauty consultant role has also been introduced at select stores as part of the beauty differentiation initiative, providing customers with expert advice on clinical skin care and cosmetics.
"We think the opportunity inside of a drug store is to move toward a health and beauty convenience specialist," said Alex Gourlay, co-COO Walgreens Boots Alliance. "That's where we're seeing the investment and the growth right now," he said. "The future of the business will be focused on many ideas but we're absolutely making the most of the 8 million customers who use Walgreens today, both online and in the pharmacies, and also developing a more appropirate beauty offer."