Bringing Beauty—and Shoppers—Back: Exchanges Drive Sales with In-Store Events

return to beauty (1)

Exchange stores worldwide hosted the first in-store beauty events since 2019, inviting shoppers into the stores and driving sales in the beauty category.

The “Return to Beauty” event, hosted at select stores May 6 and 13, connected shoppers with associates to learn more about the products offered at their local PX or BX, including prestige and mass cosmetics; bath and body care; and fragrances. MILITARY STAR® cardholders saved an additional 10% off their purchases on beauty products.

Sales in the beauty category during the week of the event increased 14% compared with 2022 year during the same promotional period for stores in CONUS, Europe and Japan. The USAG Humphreys Exchange and Osan Exchange hosted their events May 13, and sales increased 24% and 11% respectively compared to last year.

“The events created opportunities for shoppers to engage with our expert associates and get a feel for what the Exchange has to offer for beauty,” said Softlines Vice President Marissa Carpenter. “The success of these events highlights the importance of relationship-building with our shoppers, and we’re looking forward to future opportunities to connect with the best customers in the world.”

Rodina Harrison, a civilian employed by the Department of Defense, was among the first shoppers to arrive for the event at Grafenwoehr BX.

“I’m visiting various booths so I can find out more about different products for women,” Harrison said. “I got some hand lotion, and I’m also going to try a facial cleanser.”

Stacey McCall, who works for the Defense Commissary Agency, was also among attendees at the Grafenwoehr event.

“The Exchange offers more affordable prices on [beauty products] than off-base,” she said. “I also used to work at the Exchange, so I prefer to shop here.”

Participating Exchanges used social media to promote the in-store events, posting flyers in advance and livestreaming on the day of. The Exchange’s Corporate Communication and Brand Marketing team captured the event at Fort Cavazos PX on Facebook Live, giving the military community an exclusive look at the activities. Click the link to see the video.

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