Walgreens-exclusive Colour Prevails looks for personal connection
NEW YORK — Shopping for cosmetics at Walgreens is about to become a lot more personal. Nonie Creme, the founder and creative director of Nonie Creme Colour Prevails, announced Wednesday that she will reach out to Walgreens beauty advisers via social media and in-store visits, as part of a nationwide tour.
Nonie Creme Colour Prevails, which launched in March, represents the pharmacy’s new owned-brand strategy, available exclusively at Walgreens, Walgreens.com, Duane Reade and Drugstore.com.
“Together, we are working to shape the way consumers view the drug store, and it couldn’t be done without their efforts,” Creme, the former founding creative director at beauty brand Butter London, said. Creme has been featured in The New York Times’ T Magazine.
Creme will provide seminars for beauty advisers, one-on-one in-store training and social media interaction. Consumers can ask her questions by using the #ColourPrevails hashtag on Instagram, and they will receive an instant response from @NonieCreme, handled by the professional makeup artist and colour mixologist herself.
“These Walgreens employees are essentially an extension of the Nonie Creme Colour Prevails family and are key in helping us educate the consumer on the masstige category,” Creme said. “They are the ones swatching testers in-store and helping customers find their skin tone’s match. They are the ones teaching shoppers that you can now purchase a department-store-quality foundation for $15, while waiting for your prescription.”
The Colour Prevails team has already visited stores in Los Angeles, New York, Chicago, Miami and Seattle.
The collection includes lip, nail, eye and cheek products and caters to consumers’ unique tastes — they can create their own colors from the tube, or hand-mixed and blended.
Colour Prevails includes a five-free formulated Nail Lacquer & Precision Painter ($8), designed with an ergonomically-designed brush for refined painting ability, in addition to a Lash Ombre ($13) mascara that features a splash of color near the iris. Items in the collection range from $8 to $19.
Nonie Creme Colour Prevails, which launched in March, represents the pharmacy’s new owned-brand strategy, available exclusively at Walgreens, Walgreens.com, Duane Reade and Drugstore.com.
“Together, we are working to shape the way consumers view the drug store, and it couldn’t be done without their efforts,” Creme, the former founding creative director at beauty brand Butter London, said. Creme has been featured in The New York Times’ T Magazine.
Creme will provide seminars for beauty advisers, one-on-one in-store training and social media interaction. Consumers can ask her questions by using the #ColourPrevails hashtag on Instagram, and they will receive an instant response from @NonieCreme, handled by the professional makeup artist and colour mixologist herself.
“These Walgreens employees are essentially an extension of the Nonie Creme Colour Prevails family and are key in helping us educate the consumer on the masstige category,” Creme said. “They are the ones swatching testers in-store and helping customers find their skin tone’s match. They are the ones teaching shoppers that you can now purchase a department-store-quality foundation for $15, while waiting for your prescription.”
The Colour Prevails team has already visited stores in Los Angeles, New York, Chicago, Miami and Seattle.
The collection includes lip, nail, eye and cheek products and caters to consumers’ unique tastes — they can create their own colors from the tube, or hand-mixed and blended.
Colour Prevails includes a five-free formulated Nail Lacquer & Precision Painter ($8), designed with an ergonomically-designed brush for refined painting ability, in addition to a Lash Ombre ($13) mascara that features a splash of color near the iris. Items in the collection range from $8 to $19.