Recent CoverGirl Events Post Record Sales

Cosmetic Sales at Drug and Discount Stores Rise Due to In-store Demonstrations

press-release-1Shoppers visiting Shopko stores in June were surprised to find professional makeup artists promoting CoverGirl products such as Simply Ageless Foundation, TRUblend Foundation and Loose Powder, Perfect Point Plus Eyeliner, Eye Enhancer Eye Shadow, and Eyelights Mascara.  Over 560 customers took advantage of the free makeover and that translated in almost 2000 sales in just 4 hours! 38% of the customers who had the makeover had never used CoverGirl cosmetics and were glad to be able to try before they bought. In addition, 3000 coupons were distributed which will bring the customers back, and 51% of customers surveyed intended to make a purchase.

The Saturday event was supported by an ad and the same store sales increased in these 93 stores by 17% in dollars and almost 23% in units. The chain is considering offering more such events combined with super saver ad programs.

press-release-1Over at Navarro Drugs, a small chain catering to a mainly Hispanic market, professional, bi lingual makeup artists demonstrated TruBlend Liquid Makeup, Simply Ageless Foundation, TruConcealer, Wetslicks, Lash Blast Luxe ,Eye Enhancers, TruCheeks Blush, Perfect Point Eyeliner¬† and Continuous Lipstick to customers. Over 267 pieces were sold in less than 4 hours in the 10 Miami area stores. Of those who didn’t purchase that day, 30% indicated intent to buy. At both Navarro and Shopko, customers could enter to win a free beauty basket filled with CoverGirl Products – one per store.

Both programs were completely coordinated and executed by Cosmetic Promotions Inc. The company secures the professional makeup artists, trains them and handles all the details to insure a successful event.

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