In store events and 2 page magazine spread for Back to School

Harrisburg, PA – Teen spending in the U.S. is expected to reach $208.7 billion by 2011, an increase despite an estimated 3% decline in the 12-17 year old population. Currently, Teens make up over 11% of the U.S. population and are an important target market to RITE AID with its various Glam Camp programs including sampling, a gift with purchase and in-store events all geared towards teen girls 13-19.

The September Seventeen magazine issue (on counter August 10th), will feature a 2-page Glam Camp ad announcing this year’s mega Back to School event happening at RITE AID throughout August and September. Teens can receive a free Glam Camp beauty sample bag by mail when they purchase any 3 items featured in the Glam Camp ad. Maybelline, Clearasil, NYC Cosmetics, Sally Hansen Nails, Got2Be hair, Veet, Loves Baby Soft and Phisoderm are the participating brands.  Seventeen is promoting the gift with purchase event via their website and email blasts. In addition, teens can visit www.riteaid.com/GlamCamp for more details. RITE AID will also promote the event in their August-September Circulars and it is part of the August and September Single Check Rebate Catalog.

At store level, the ad is supported with special signs and displays on tables promoting the gift with purchase feature. There will also be Teen Makeovers conducted by a professional makeup artist at 200 top stores on August 15th, 16th, 22nd and 29th. Teens can get a new Back to School look from Wet n Wild or Black Radiance brand cosmetics and enter to win a beauty basket filled with full size products at each store – 200 baskets will be awarded. Other items being demonstrated include Veet hair remover, Clearasil Pimple Pen or Vanishing Treatment and St Ives Apricot Scrub.  Teens can find a store near them by checking the www.riteaid.com/GlamCamp website.

Cosmetic Promotions, Inc – the national promotional company coordinating the entire event – is utilizing Social Networking such as Twitter and Facebook as another way to promote the event to Teens. CPI secures the professional makeup artists and vendors as well as supplying the bags and baskets. They also designed RITE AID’s in-store signage, Single Check Rebate ad, Seventeen magazine spread, riteaid.com/glamcamp landing page, secured the gift bags and handle the collating and redemption of the gift bags.

Glam Camp Program is a hit at Teen Community Events

Harrisburg, PA RITE AID stores, working with Cosmetic Promotions Inc, a national beauty marketing and promotion firm, attract Teen shoppers to their stores by attending various Teen events around the Nation. For the 2^nd year, CPI sends attractive young models along with high-value giveaways to targeted events happening in 5 of RITE AID’s strongest markets that match up with a high teen population. The giveaway is a custom designed “Glam Camp” duffle bag that contains 12 beauty product samples and coupons from RITE AID’s vendors such as Jergens Natural Glow, Jesse’s Girl Eye Dust, Clearasil Daily Face Wash,  Colgate Max Fresh Toothpaste,  John Frieda Clear Glaze,  Hawaiian Tropic Oil Free Faces, Maybelline Volume Seduction Lip, Wet n Wild Lip Gloss, Ban Solid Deodorant, Got2Be Smooth Operator Hairspray, Yes to Carrots Sample, Playtex Gentle Glide Slender Tampons and a Seventeen Magazine Subscription Card. The Glam Camp bags are also a gift themselves as they are a pink and black small duffle bag with a hip logo that can be re-used for school, events, or hobbies.

RITE AID Glam Camp was excited to be involved in this year’s 94.5 WPST Prom Expo which happened on March 22^nd in Hamilton, NJ.  The 1^st 500 event attendees to arrive received the FREE Glam Camp Bag valued at over $25. The event was promoted heavily in advance on the radio as well as on the PST website.  There was a “Pimp your Prom” contest which offered PST listeners a chance to win a complete prom package for 5 couples including limousine, dresses, tuxedos, make-over and spa services! In addition to the contest, vendors and sponsors had the opportunity to showcase their business, products and services. The Expo PST’s Totally Interactive Night Show host, Shinn, hosted the event. “Even though we didn’t win the ‘Pimp my Prom’ we loved the Rite Aid goody bag” said one attendee; “There is such great stuff in here. I will use all of these; especially the Jergen’s bronzing lotion.”

Another popular event is the annual US Spirit Cheerleading Event held in Columbus, Ohio this past March which had a target audience of teen girls 15-to 19 yrs of age. The Glam Camp bags were handed out over the three days of competition to 1500 attendees. The RITE AID message was promoted via banners at the event to over 3500 participants and almost 8000 spectators.  The event coordinators  felt the free Glam Bags were a big success and perfect fit for the event’s participants and look forward to having RITE AID there again next year.

“Thank you so much for allowing US Spirit the opportunity to work with you in distributing the free Glam Bags to our cheerleaders. The girls absolutely loved receiving the Glam Bags and the moms liked the idea that it wasn’t the usual “junk” but rather items the girls need and will put to good use”, gushed Jen Schenck, US Spirit Coordinator “Each day, the free Glam Bags added much enthusiasm to our already excited cheerleaders. We knew the Glam Bags would be a treat for them, but the wonderful response far surpassed anything we had anticipated!”

The Glam Camp program has been very successful for RITE AID and their vendors. One vendor’s website hits went up 244% after the first bag distribution and continues to grow with each event. “I can always tell when the bags have been distributed” says Jesse Lawrence of Jesse’s Girl, an exclusive RITE AID brand of cosmetics; “because I get so much web traffic the next few days”. Other Glam Camp programs include Back to School Makeovers in 200 stores and a tie in with Seventeen Magazine featuring 8 vendors. All programs are completely coordinated and executed by Cosmetic Promotions Inc. The company secures the vendors, the bags and all the venues for distribution.