Brands Help Walgreens 'Wink' at Shoppers

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Brands Help Walgreens 'Wink' at Shoppers

By Tim Binder - 03/07/2017

Originally published by Path to Purchase Insitute

Unilever, Revlon and Coty Inc. were among the initial "advertisers" in The Wink, a digital magazine launched last week by Walgreens.

The Wink

The new publication was introduced through a March 2 email to shoppers who've registered for the drugstore chain's “Beauty Enthusiasts” program.

A quarterly magazine housed in the “Weekly Ad” section on walgreens.com, The Wink will offer “skin care, beauty, wellness and style content … curated exclusively for Beauty Enthusiasts,” according to the first issue (dated Feb. 21).

Walgreens launched the Beauty Enthusiasts program in October 2016 as an extension of its Balance Rewards loyalty program, offering 5,000 rewards points for every $50 spent on beauty products.

The debut issue of The Wink contains exclusive videos from Unilever’s Tresemme and Refinery29, a women-focused digital media company based in New York.

It also offers advice and tips while promoting multiple products from brands such as Unilever’s Dove and St. Ives, Coty Inc.’s CoverGirl, Revlon’s namesake and Walgreens private label Boots No7. Links within the magazine direct readers to the e-commerce section of walgreens.com.