Kroger Has an Influential Sale

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Kroger Has an Influential Sale

By Samantha Nelson - 04/06/2018

Kroger enlisted beauty influencers to promote its latest "Beauty Event" sale.

March 7 posts from fashion and beauty bloggers Tonya Michelle of tonyamichelle26.com and Abby Smith of Twist Me Pretty introduced the sale, which ran through March 20. Loyalty cardholders received $5 off a $15 purchase of thousands of hair care, skin care or cosmetics SKUs from brands including Coty Inc.'s CoverGirl, Procter & Gamble's Olay and Johnson & Johnson's Aveeno.

Michelle's post linked to an Instagram video sharing a five-minute beauty look she created using qualifying products, along with e-commerce pages for the SKUs within kroger.com. March 10 Facebook and Twitter updates linked to both her post and the same microsite Kroger used for the spring 2017 Beauty Event. A March 16 Instagram update referenced the support from Twist Me Pretty.

The retailer also tapped YouTube celebrity Ambrosia Malbrough to create a "dark skin makeup tutorial" video promoting the sale. (See below). Also posted on March 7, the video spotlighted products from Fenty Beauty by Rihanna, Cover FX, Coty's Rimmel, Estee Lauder's Smashbox, and L'Oreal's Maybelline and NYX.

SmartSource shelf talkers promoted the sale in stores. A "Beauty Lookbook" insert distributed with Kroger's March 8 circular and a carousel ad on chain home pages supported the campaign.