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Loyalty program serves up rewards for 'beauty enthusiast'.

DEERFIELD, Ill. -- Walgreens is giving its best beauty customers something extra with the Beauty Enthusiast, a free beauty club for its Balance Rewards loyalty program.

Launched this fall, Beauty Enthusiast enables participating Balance Rewards members to receive additional rewards on beauty care and personal care items they purchase, 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. 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, according to Walgreens.

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

"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 officer at Walgreens, stated when the program was announced. "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, enrolling via the Walgreens mobile app or calling the Walgreens Customer Care Center. Overall, Walgreens has more than 85 million active Balance Rewards members.

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 implements its "Beauty Differentiation" store concept and refines 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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Title Annotation:SPECIAL SECTION: Walgreens Retail Transformation
Publication:Chain Drug Review
Date:Dec 12, 2016
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