How Walgreens Celebrated National Nail Polish Day
What’s new: Walgreens tied in to National Nail Polish Day (June 1) by uniting four brands for in-store offers May 29-31.
What we saw: Table displays outfitted with “Celebrate National Nail Polish Day” signs stocked store brand nail polish remover and cotton balls along with nail polish and press on nails from L’Oreal’s Essie; Kiss Products’ Kiss and ImPress; Olive & June; and Coty’s Sally Hansen.
The table distributed coupons that myWalgreens members could use to get a free gift with the purchase of two Essie or Kiss SKUs or a "buy one, get one 50%" offer on Olive & June or Sally Hansen.
A floorstand stocking new waterproof press-ons from Kiss was positioned next to the table. The display incorporated a tearpad with $1 off coupons and a dangler promising loyalty cardholders $5 off a future purchase if they spent $15 or more on the category.
Additional support: Olive & June touted the promotion on Instagram and encouraged shoppers to try the brand’s golden top coat polish in stores.
More context: Walgreens has been partnering with brands on promotions for National Nail Polish Day for years. In 2019, Essie offered $2 off one product purchased at Walgreens on June 1, tapping beauty influencers to plug the promotion. The retailer also used a circular feature that offered $5 off a future purchase to cardholders who spent $15 on SKUs from Essie, Sally Hansen, Wella’s OPI and Revlon.
The retailer marked the day in 2018 with a $2 discount on Sally Hansen products.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.