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WINTER PARK, Fla. — About 100 Walgreens stores in Florida recently hosted Maybelline makeup makeover events that introduced new eye and lip products to drug store customers.
Cosmetic Promotions Inc., a Florida-based marketing firm that handled the events, said last week that a professional makeup artist was on hand at each store to apply Studio Pearls eye shadow, Lash Stiletto mascara and Shine Sensational lip gloss in mini eye and lip makeovers to customers.
In two days, more than 800 makeovers were performed, resulting in over 1,000 pieces sold, Cosmetic Promotions reported.
According to a poll consumers took at the event, over one-third had never tried Maybelline products before, 33% bought something that day and another 62% said they would make a Maybelline purchase in the future because of the event.
The makeup artists trained the stores’ beauty advisers on the brands so that they may assist customers in the future, Cosmetic Promotions said, adding that the Walgreens locations have an average of three beauty advisers per store.
Cosmetic Promotions also reported that Vogue magazine recently sponsored CoverGirl makeovers at 14 Walgreens stores in Florida.
Professional makeup artists at the events demonstrated CoverGirl’s new Lash Blast mascara.
The makeovers also offered customers a CoverGirl gift-with-purchase cosmetic bag, which Cosmetic Promotions said helped sell more than 150 pieces during the events.
A survey conducted during the events showed that a 81% of customers had used CoverGirl before and 99% of them wanted more makeover events at Walgreens, according to the marketing firm.
