Making beauty accessible to all is the name of the game for Walmart. To that end, the world’s largest omni-retailer is launching Walmart Beauty Glow Up beginning March 30, an online and in-store beauty shopping event featuring hundreds of price cuts on trending brands and products across all areas of Walmart’s beauty department, including cosmetics, skin, hair, nail, prestige, fragrance, and accessories.
The vision behind the event, which saw its first edition in September, is two-fold: to make beauty more accessible and to position Walmart as the most inclusive beauty retailer on the planet. The event also aims to engage new and existing customers by offering unmatchable savings.
New brands participating in the event include Relove by Revolution, Pardon my Fro, 4 U Curls by Tia, Loved01, Olive & June, Kristin Ess, Frank Body, and Hairitage Body by Mindy McKnight, to name a few. Many consumer favorites are also participating, such as Black Opal, NYX, Differin, and Olay. Other featured brands include af94 by Halsey, Bedhead, Bliss, Bubble, itk, Revlon, Covergirl, and Starface.
Influencers have been tapped to help raise awareness and will get a sneak peek on what’s being offered so they share their experiences with followers. This year’s event, which end April 21, includes in-store activations, including 30 events across the country with influencers hosting demos and giveaways.
Last year’s beauty savings program exceeded Walmart’s expectations, according to company executives, and proved successful in re-engaging with lapsed customers while also bringing new customers to Walmart.
“As a result, you’ll see many of our efforts geared towards continued expansion of our audience while also giving existing customers reasons to build their baskets with new products, brands, and great savings,” said a company spokesperson. “We have a full 360 approach to reach and engage our beauty customers both online and in-store. From social and digital media to in-store signage and events, we’ll amplify this great event so that customers can shop whenever and however they want – both in-store and online.”
To learn more about Walmart Beauty Glow Up and many other Walmart initiatives, be sure to attend next week’s in-person CEW Fireside Chat in Manhattan featuring Walmart VP of Beauty, Creighton Kiper, in conversation with CEW Chairwoman, and CEO Beekman 1802, Jill Scalamandre.