Pure Beauty

Walgreens unveils beauty improvement strategy details

By Sarah Parsons | Published: 20-Apr-2017

The US retailer has revealed NYX Professional Makeup will roll out throughout stores as part of plans to improve its colour cosmetics strategy

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Walgreens has announced NYX Professional Makeup will hit its shelves by autumn and is now available to buy via its website.

The US retailer announced last year that it planned to improve its colour cosmetics offerings and the L’Oréal-owned brand is the latest to be rolled out in stores.

NYX Professional Makeup products will be available in nearly 2,000 Walgreens stores across the US and Puerto Rico by the second half of this year.

Described as the ‘Walgreens beauty differentiation initiative’, the series of improvements began to roll out in 2016 and has so far included the addition of brands such as No7, Soap & Glory and Botanics.

"We are pleased to offer NYX Professional Makeup products to our beauty customers as we continue our journey to become America's most loved beauty destination," said Lauren Brindley, Group Vice President and General Merchandise Manager at Walgreens.

"The products are known for exceptional quality at affordable prices, and new products and experiences are key to our ongoing transformation in this area."

A new beauty consultant role has also been introduced at select stores as part of the initiative, said to provide customers with expert advice on clinical skin care and cosmetics.

In addition to the NYX Professional Makeup roll-out, select Walgreens stores will also offer testers of the brand, as well as L’Oréal and Maybelline products by the end of the year.

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