Teen, Eckerd Prep for Prom - Teen magazine, Eckerd marketing agreement - Brief Article

Brandweek, Jan 8, 2001 by Sandra Dolbow

Teen magazine has forged an exclusive relationship with Eckerd, the 2,800-store drugstore chain, in a program that pairs the duo and nine spotlighted brands in March and September issues. A March prom promotion called "Countdown to Prom Beauty" incorporates in-store, in-book and online efforts, a sweepstakes and gift-with-purchase opportunity September plans are not final.

Eckerd is looking to boost its teen business and reach beyond its core 35-55 female demo. "We recognize teens are a valuable part of our consumer base," said Laurell Kimbrough, advertising and marketing supervisor for the chain. "Our vendors have been asking us to do this. This is only a beginning."

The nine brands include Neutrogena Body Clear Body Wash, Neutrogena Deep Clean Cream Cleanser, Clairol Herbal Essences shampoo, Playtex Slimfits and Gentle Glide tampons, Clean & Clear Invisible Shine-Control Powder, Nature's Cure, Ogilvie 7 Day Curls, Oxy Shower Gel and Maybelline Cool Effects Shadow/Liner Pencils.

In-store efforts include $1-off coupons for the nine brands funded by Eckerd, shelf talkers and in-store radio.