February 9, 2011, 1:38 PM

New Walgreen beauty site is content-driven

The retailer launches DiscoverBeautyWithin.com, a site for beauty and fashion information.

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Walgreen Co. is aiming to attract customers by offering beauty know-how with its rollout of a new site focusing on beauty tips and content titled Beauty Within. Visitors to DiscoverBeautyWithin.com can view videos of everyday women and their beauty challenges. The site also offers a beauty blog and product information and discounts.

“We have learned that our customers are looking for more product education before purchasing a product and that they would also like tips and advice,” says Shannon Petree, divisional vice president and general merchandise manager for beauty at Walgreens, No. 68 in the Internet Retailer Top 500 Guide. “This site combines both of these insights into one convenient and fun web solution,” she says.

Beauty Within also features celebrity stylists and professional makeup artists who provide advice on fashion and makeup. Clicking on a product featured on the site takes the shopper to the product page on Walgreens.com.

“The relationship between the sites will continue to morph over time. Our focus is to leverage the mutual customer benefit that both sites offer,” says Petree.

Under a category titled Beautiful Deals, shoppers can also receive coupons for discounts on products they can redeem at stores.

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