Family Dollar unveils 'Fabulous' new initiative

NEW YORK — Looking to enhance awareness of its African-American beauty brands, Family Dollar Stores is embarking on a 12-month campaign that leverages the influential reach of vloggers to further reach its African-American shoppers.

To kick off the 360-degree initiative, which includes an advertorial in Ebony magazine, in-store signage, endcaps and promotion in its circulars, the retailer took a “fabulous” bite out of the Big Apple on Oct. 17, hosting its second annual “Family Dollar Fabulous” event at the Hilton Midtown.

The invite-only event was an all-day affair that invited vloggers to mingle with beauty suppliers and learn about their products, receive beauty tips and tricks on hair and makeup, enjoy massages and more. The day concluded with a Red Carpet event, including cocktails, hors d’ oeuvres and a fashion show debuting the “just be…” spring 2015 apparel collection at Family Dollar.

Between 10 and 15 suppliers and 15 vloggers participated in the event, which featured the appearance of actress and Family Dollar beauty ambassador Vanessa Williams.

In addition, vloggers were invited to participate in a walkthrough of a Family Dollar store in Brooklyn.

To learn more about the “Faces of Fabulous” campaign and how Family Dollar is working to increase awareness of its African-American beauty brands, DSN caught up with Jocelyn Wong, SVP, chief marketing officer for Family Dollar. Click here to read more.