nics are an important part of the market segment with needs differing from that of the Caucasian population. Walgreens will use and advertise a specific beauty line each month in congruence with mutually beneficial alliances made with each individual cosmetic company. The cosmetic line used the most frequently will depend on the incentive provided to Walgreens by the cosmetic company. The cost to Walgreen's to hire a beauty consultant will range from $8.50 to $9.00 per hour. Walgreen's may also hire a beauty consultants based upon a flat contract rate of $200.00 to $250.00 per day. According to polled beauty consultants, each customer makeover will take on average 20 to 30 minutes depending upon the degree of makeover and the amount of client consultation provided to the customer. During a typical eight hour day, one beauty consultant will be able to advise 14 to 16 clients. Additionally, each of these customers opting to receive a free makeover from a Walgreens' beauty consultant is expected to generate any where from $15.00 to $150.00 in cosmetics purchases according to according to polled beauty consultants who have extensive customer service and cosmetic sales experience. The increased revenues generated from the sales of cosmetics to customers receiving makeovers will adequately cover the costs of hiring a beauty consultant for customer makeovers. Advertising combined with discount coupons is necessary to bring the female consumer into Walgreens for the makeover sessions. Word of mouth is the fastest and most effective channel of advertisement and the “bring a friend” female attitude will increase store traffic. Although the participants may not buy the advertised products, again this event pulls customers into the store, and often those that would not have entered under normal circumstances which can increase Walgreen's revenues through increased impulse purchases. Consistently advertise and maintain...
