ATLANTA -- The Kroger division here teamed up with Revlon, New York, to offer free beauty seminars at two of its Georgia stores late last month.
"This is the first time [either of the two store locations] have done something like this," said a source familiar with the chain, who wished to remain anonymous. "They had a makeover artist from Revlon in the store. She performed makeovers for the customers and they sold a lot of product as a result. It worked really well." Kroger Atlanta officials and executives at Revlon could not be reached for comment before press time.
The source said several women called the store in advance to make appointments for makeovers. The beauty seminars were announced in a large advertisement in the Thursday, Oct. 13, edition of The Atlanta Journal/The Atlanta Constitution.
"There were also women shopping throughout the store and the public address system was telling them there was a makeup artist in the store. Many of them stopped by, just out of curiosity, so there were impulse sales," the source said. "Most women do wear makeup, or at least take care of their skin, and Revlon has skin care products, too. So if women weren't stopping by for makeup, they still had something" to draw their interest. Kroger's newspaper ad carried the headline "Kroger and Revlon cordially invite you to attend free beauty seminars. Meet Revlon's national beauty authority."
The announced two in-store appearances, Thursday, Oct. 20, at the Kroger Chastain on Canton Road in Marietta, and Friday,
Oct. 21, at the Kroger on Jonesboro Road in McDonough.
At the chain's McDonough location, which has been open for "about two months," the source said traffic was heavy enough to keep Revlon's makeup artist "busy the whole time she was in the store." At both stores, the makeovers ran from 10 a.m. to 4 p.m.
"Its a unique promotional event," said the source. "The customers who had used Revlon products before really enjoyed it, and of course the makeup artist tried the new Revlon products she had on the customers too, so it went over really well. "
Kroger's Atlanta cosmetics departments are "constantly working and sending out fliers, encouraging customers to come to their sales. They also advertise in the papers and have good signage and PA announcements," said the source.
The source added that Kroger "is willing to try just about anything to boost sales. They just completed a one-day sale [in late October] and it was a great success." They'll probably have another one in December, because they have a one-day sale about five times per year.
The Revlon promotion and the recent one-day sales, the source said, helped the chain boost its image just in time for Christmas. The chain is likely to schedule a December promotion with Fragrance Impressions, a company who's scents imitate major brands. That event may feature door prizes and gift bag giveaways, said the source.