Rite Aid goes glam
HARRISBURG, Pa. Rite Aid and Cosmetic Promotions on Tuesday announced a promotion geared toward attracting teen and tween female shoppers. The two companies will feature young models offering high-value giveaways at targeted events happening in five 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 such Rite Aid vendors 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.
The Rite Aid Glam Camp kicked off this year on March 22 with a promotion on 94.5 WPST Prom Expo in Hamilton, N.J. The first 500 event attendees to arrive received the free Glam Camp Bag valued at over $25. There was a “Pimp your Prom” contest, which offered PST listeners a chance to win a complete prom package for five 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. Another event was the annual U.S. Spirit Cheerleading Event held in Columbus, Ohio in March. The Glam Camp bags were handed out over the three days of competition to 1,500 attendees. The Rite Aid message was promoted via banners at the event to more than 3,500 participants and almost 8,000 spectators.
The Glam Camp program has been very successful for Rite Aid and their vendors, the companies reported. Website hits for one Rite Aid vendor increased by 244% after the first bag distribution. “I can always tell when the bags have been distributed” stated 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 eight 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.