SYS-CON MEDIA Authors: Carmen Gonzalez, Yeshim Deniz, Sean Houghton, Glenn Rossman, Ignacio M. Llorente

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Lebhar-Friedman Publishing Teams up with Walgreens to Launch Discover Beauty Within

The quarterly consumer publication is exclusively available at Walgreens and Duane Reade

NEW YORK, March 28, 2014 /PRNewswire/ -- Lebhar-Friedman Publishing, in collaboration with Walgreens, announces the launch of Discover Beauty Within, the first exclusive, beauty publication for the mass retailer.  The quarterly publication will make its nationwide debut at the end of March at all Walgreens, except in Puerto Rico, and Duane Reade drugstores.

Photo - http://photos.prnewswire.com/prnh/20140328/NY93464

Discover Beauty Within is intended to educate and inform on the latest beauty trends and products. It also will inspire women to take action every day to look good and feel good.  The publication is focused on providing Walgreens and Duane Reade customers with timely editorial content and valuable coupons on behalf of the retailers' merchandising partners.

"Discover Beauty Within further engages our customers by providing credible on-trend beauty and wellness tips, which can lead to a more valuable shopping experience," said Shannon Curtin, Group Vice President of Beauty & Personal Care, Walgreens. "Together with our trusted beauty partners, we will continue to elevate our offerings as we aim to make Walgreens and Duane Reade stores a go-to destination for beauty."

"Beauty magazines are aspirational for most women and our objective is to change that," said Steven Dixon, Publisher. "At a cover price of only $1.99 combined with an incredible value in offers from our partners, Discover Beauty Within is a worthwhile purchase for customers who appreciate savings while reading about the latest beauty news.  The publication will feature candid interviews with empowering women like Sofia Vergara and Gabrielle Reece," continues Dixon.

Discover Beauty Within will have an online counterpart at www.discoverbeautywithin.com containing exclusive content rich with information and interactive features, updated on a daily basis to offer additional value to customers. 

Suite on the Street – Discover Beauty Within on the Go

To raise awareness for Discover Beauty Within, the publication will launch its Suite on the Street weeklong initiative on April 2. The Suite is a Walgreens and Discover Beauty Within branded tour bus that will serve as a mobile beauty studio to demonstrate select products and techniques to customers and passers-by. Suite on the Street will be comprised of stops at Walgreens and Duane Reade locations throughout New York City and the tri-state area with planned stops at stores in Los Angeles, Chicago and Miami throughout the year.  

"We view our customers as A-list and our Suite on the Street gives us the ability to treat them as such," said Dixon. "Onboard guests will receive manicures, mini-makeovers and more courtesy of our generous sponsors, reinforcing our belief that women should feel like a million bucks without having to break their budgets."

The Suite on the Street Premiere Sponsors are Unilever, Pacific World, and NutriDiet; Station Sponsors include Milani, Shea Moisture, and Colgate. Each sponsor will host its own area within the Suite to provide guests with services and individual tips for at-home beauty. As an added bonus, all guests will take home a Suite on the Street Beauty Bag filled with items from various sponsors.

"Suite on the Street is product trial at its best. We are directly providing customers with a one-on-one experience with the great brands and products we carry in- store and online," said Curtin. "We expect this initiative to increase customer loyalty and drive more traffic to our beauty aisles." 

On April 3rd, the Suite on the Street will be located near the Union Square Walgreens for the launch event.  Press and consumers will be invited on board from 2:00 PM8:00 PM.  A VIP reception will be held from 5:30pm-7:30pm at The Fourth (downstairs at Botequim). To  RSVP please contact Lauren Kahn ([email protected]).

On April 2nd, 4th, 5th, 6th and 7th the Suite will visit eight key Walgreens/Duane Reade locations in the New York tri-state area. On-board brand ambassadors will demonstrate the benefits of the partner products and provide samples and coupons to beauty shoppers both on board and passers-by while supplies last.

Tentative Suite on the Street Locations

April 2 -- NJ
Store 2883 - 72 Crescent Ave. Waldwick, NJ
Start: 11am
End: 4pm

April 3 -- Union Square  - LAUNCH EVENT
Store 6159 - 145 4th Ave. New York, NY
Set up location: Broadway between 13th and 14th Streets
Start: 2pm
End: 8pm

April 4 -- Empire State Building 
Store 6160 - 350 5th Ave. New York, NY
Set up location:  43rd between Broadway and Avenue of the Americas
Start: 11am
End: 2pm

April 4 -- Times Square
Store 11962 - 1471 Broadway New York, NY
Set up location:  43rd between Broadway and Avenue of the Americas
Start: 6pm
End: 8pm

April 5th- --NJ
Store 12823 -1058 Valley Rd Stirling  NJ 07980
Start: 11am
End: 2pm

April 5th --NJ
Store 4109 – 22 E. Saint Georges Ave Linden, NJ 07036
Start: 5pm
End: 8pm

April 6th -- Downtown Brooklyn
Store 14128 - 386 Fulton St. Brooklyn, NY
Set up location: Smith Street between Livingston and Fulton
Start: 6pm
End: 8pm

April 7th NJ
Store 7311 406 S. Washington Ave Bergenfield, NJ 07621
Start: 11am
End: 4pm

Discover Beauty Within's Q2 issue is scheduled to hit Walgreens and Duane Reade stores in June 2014. Suite on the Street will reprise its role with new sponsors and a tour in the Los Angeles area.  

ABOUT LEBHAR-FRIEDMAN
A storied history. A bold vision for the future. 
Founded in 1925, Lebhar-Friedman is a leading media and marketing company servicing the retail industry, home building, pharmacy, and targeted consumer markets. Diverse, forward thinking, and committed to excellence — our staff delivers award-winning content and high-impact marketing products across all media channels.

ABOUT WALGREENS
As the nation's largest drugstore chain with fiscal 2013 sales of $72 billion, Walgreens (www.walgreens.com) vision is to be the first choice in health and daily living for everyone in America, and beyond. Each day, Walgreens provides more than 6 million customers the most convenient, multichannel access to consumer goods and services and trusted, cost-effective pharmacy, health and wellness services and advice in communities across America. Walgreens scope of pharmacy services includes retail, specialty, infusion, medical facility and mail service, along with respiratory services. These services improve health outcomes and lower costs for payers including employers, managed care organizations, health systems, pharmacy benefit managers and the public sector. The company operates 8,210 drugstores in all 50 states, the District of Columbia, Puerto Rico and the U.S. Virgin Islands. Take Care Health Systems is a Walgreens subsidiary that is the largest and most comprehensive manager of worksite health and wellness centers and in-store convenient care clinics, with more than 750 locations throughout the country.

For additional information:
Lauren Kahn
dna public relations
914.925.2300 / [email protected]

SOURCE Lebhar-Friedman Publishing

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