In Brief

The pharmacy chain is helping customers find optimal products using digital software, joining the current trend surrounding customized beauty and skincare services

In order to help customers find skincare that fits their needs, Walgreens has collaborated with Johnson & Johnson to create an online diagnostic tool called SkinID Advisor. The software specializes in addressing common skin issues, particularly acne, with information obtained through a series of questions. Results provide customers with a three-step routine of products that cleanse, treat and moisturize. Suggested products will be sourced from Johnson & Johnson and other non-affiliated brands.

The inclusion of multiple brands was based on the shopping habits of the Walgreen customers. According to Lauren Brindley, the group vice president and general merchandise manager of Walgreens, the company’s customer does not typically purchase skincare products from solely one brand.

Beauty personalization services are a growing concept that differentiates a retailer from its competitors. This is particularly important for Walgreens because beauty is a growing market. As reported in PSFK’s #10 Beauty Debrief, “personalization at this level removes the guesswork in selecting a beauty product by assuring customers that the product has been formulated or recommended uniquely for them. In turn, this translates to heightened trust of the brand and loyal relationships that are likely to bring future purchases.”

Walgreens


Lead image: woman applying skin cream stock photo

In order to help customers find skincare that fits their needs, Walgreens has collaborated with Johnson & Johnson to create an online diagnostic tool called SkinID Advisor. The software specializes in addressing common skin issues, particularly acne, with information obtained through a series of questions. Results provide customers with a three-step routine of products that cleanse, treat and moisturize. Suggested products will be sourced from Johnson & Johnson and other non-affiliated brands.