Walgreens targets millennial beauty lovers
Walgreens Boots Alliance is looking to tap into millennials' love of all things beauty with a new, value-priced skin care range.
The Your Good Skin line launched at Boots stores in the UK this week and is set to hit the shelves in the U.S. at Walgreens on Oct. 14, priced from $4.99 to $19.99.
Co-created with scientists, dermatologists and a community of thousands of women, Walgreens says YourGoodSkin has one goal in mind: to help transform skin and give consumers good skin for life.
“We are excited to launch YourGoodSkin, the first skin care line co-created with scientists, leading dermatologists and a community of thousands of women who tested, input on and validated the product,” said Lyle Tick, Managing Director of Boots Retail USA. “In development for over five years, this range satisfies an untapped need in our brand portfolio and in the market by providing a scientifically proven solution for the healthy skin seeker at an affordable price.”
As the “selfie generation,” millennials have made skin care and makeup the fastest-growing cosmetics categories globally, according to L’Oréal.
According to Fung Global Research, most millennials prefer to buy beauty products in-store. The generation is more likely than older generations to research beauty products online and they use social media more actively as part of the shopping experience. They also like to connect with other beauty enthusiasts online
The new Walgreens range was closely developed with the help of 2,000 women in the UK -- who will now act as "coaches" for the brand's community, which consists of an online forum on its website yourgoodskin.com.
“This is the first time we’ve codeveloped a brand with a community and are leveraging a community as part of marketing a brand,” said Kristof Neirynck, vice president and global brand director of skin care for Walgreens Boots Alliance.
Everyone is invited to join the movement of thousands of women who have already started their journey to a life with visibly healthier skin at the YourGoodSkin.com community. The forum offers expert advice, an opportunity to share experiences and to gain support from a movement of women all striving for #GoodSkinForLife. The hero product in the range is the innovative Balancing Skin Concentrate.
“Our research shows that women want consistently healthy-looking skin, but achieving this can be difficult when everyday life factors such as pollution, temperature, hormones, stress or tiredness can cause the skin to become unbalanced. Our solution was to develop the ultimate skincare hack: a range of products to deliver visibly healthier skin in just 28 days,” said Dr. Mike Bell, Skincare Scientific Expert, Walgreens Boots Alliance, who led the development of YourGoodSkin.
The range is made up of 22 other products from cleansers to targeted treatments, all designed to provide women with more good skin days.