Walgreens, L’Oreal Celebrate Eczema Awareness Month

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Walgreens tied in to October's designation as Eczema Awareness Month by running a bulk-purchase incentive and distributing product samples from L'Oreal's CeraVe, Vichy and La Roche-Posay.

Samples from all three brands were distributed in stores in buckets on a table display that positioned the products as “Beauty must-haves” and promised myWalgreens loyalty members $5 off a future receipt with purchase of $20 worth of eligible skincare products from Sept. 26 through Oct. 23. A counter card on the table display plugged the incentive and depicted a QR code that directed shoppers to a mobile tool (via Brandshare’s Tap2Try solution) that provided information on all three brands and allowed shoppers to add the spotlighted products directly to their shopping carts. The QR code also appeared on flyers that provided product recommendations based on a shopper’s answers to questions about their eczema flare-ups.

Elsewhere in stores, Walgreens promised myWalgreens members the same bulk-purchase incentive on skin and hair products from Procter & Gamble’s Olay and Pantene. A table display distributed coupons and directed shoppers online for additional coupons. A QR code on that display linked to a Tap2Try tool positioning the sale as a “Seniors Day” celebration and offering recommendations based on whether the user expressed interest in hair or skincare products.

Counter cards on both table displays additionally communicated "exclusive event savings" for "3 days only" from Oct. 7-9 on L'Oreal SKUs and from Oct. 14-16 for Olay and Pantene SKUs. At press time, the details of the promotions were not available.