CVS Runs First-Ever ‘Gift-With-Purchase’ Promo for Beauty Buffs

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CVS Runs First-Ever ‘Gift-With-Purchase’ Promo for Beauty Buffs

By Jacqueline Barba - 10/01/2018

CVS/pharmacy upped its beauty game by dangling a free, eight-piece beauty bag with purchase of $30 worth of eligible beauty and personal care products.

ExtraCare loyalty cardholders could redeem the first-of-its-kind offer weekly from Sept. 2-22 on using the promotional code “FREEBAG,” or in stores using a coupon from the ExtraCare Coupon Center or qualifying receipts. The black and white “but first, me time” beauty bag contained more than $25 worth of product from brands including Wunder2, e.l.f., Creme Shop, L'Oreal and private label Beauty 360.

Circular features promoted each week's qualifying SKUs. Support included leaderboard ads, email ads, an e-commerce page showcasing participating product, and Facebook, Twitter and Instagram updates from the retailer and some in-store beauty consultants.

Shelf trays on CVS’ “Hello Trends” aisle displays and floorstands positioned in the beauty department stocked the beauty bag, while affixed shelf talkers and signs plugged the offer and directed shoppers to circulars. Some stores additionally set up table displays in beauty departments showcasing the freebie.