Dollar General has regrouped products traditionally offered by its DG Beauty and DG Body private labels under a new Studio Selection brand.
Studio Selection boasts more stylized packaging intended to assert its national-brand equivalence. The current selection of 35 SKUs contains some on-trend products such as charcoal pore strips and cleanser. A home page carousel ad on dollargeneral.com and a leaderboard ad in an Aug. 29 email use a "Why pay more?" message to position Studio Selection's pink grapefruit acne scrub as an equivalent to Johnson & Johnson's new Neutrogena pink grapefruit acne wash.
The retailer is encouraging trial by offering a "buy one, get one 50% off" digital coupon for the brand through Sept. 23. An Aug. 20 Facebook update and multiple email ads promote the deal.
Floor clings from News America Marketing's SmartSource promote the new brand in stores. Additional marketing support includes an ad in the Aug. 12 issue of the retailer's Beauty Cents magazine, blogger engagement and Instagram updates.