I just realized that I’ve been wearing make-up for over 20 years and have noticed how much drugstore make-up has changed over the past two decades. When I first started wearing make-up, drugstores like Shoppers Drug Mart carried the classics – CoverGirl, Maybelline, Revlon and every tween/teen’s favourite, Bonne Bell. It was a dream for a 13 year old, but unlike department stores, one could not experiment much (other than the small handful of products behind a tiny counter).
Fast forward to the 2010s and things have changed. Many Shoppers Drug Mart stores, especially larger ones, have “Beauty Centres,” selling brands that one traditionally finds in department specialized stores. In fact, over the past three years, Shoppers Drug Mart has been promoting itself as a lifestyle and beauty destination. Starting August 17, Shoppers Drug Mart will be running its “30 Days of Beauty” campaign, which will promote many of its beauty-related products.
Lise Watier and Clinique are two of many brands featured during the campaign
In all, over 50 brands will be participating, including premium brands such as Stila, Clinique and Smashbox as well as “traditional” drugstore lines like Maybelline. There will be 1 day only offers as well as month long deals on these brands. Other highlights include the how-to videos for several different looks, including ones for a high school reunion, weddings, job interviews as well as “date night.” There are 30 looks in all. People can also request to be made-over with one of the looks in five-minute makeovers for free (I had my make-up done at the event last year, but did not take a selfie as my phone at that time had a horrible camera. Maybe this year!) Also, there’s the chance to win 1,000,000 Optimum Points through the “Submit Your Look” contest. Finally, between August 24 and August 30, a gorgeous cosmetics pouch filled with samples will be given to all individuals who spend $75 or more on cosmetics, skincare or fragrances.
It’s really exciting to see how much Shoppers Drug Mart has transformed the Canadian beauty landscape. From only offering the “traditional” drugstore brands to luxury items, it has been able to widen availability on certain brands to more women across the country.
NOTE: Please check Shoppers Drug Mart’s 30 Days of Beauty website for individual store offerings and programs. Not all programs/products may be at every store.
DISCLAIMER: Please note that the views posted are that of the author and was in no way influenced by Shoppers Drug Mart or its subsidiaries.
