According to WWD, Latifah, who is hosting the awards show, will take the opportunity to announce CVS' Beauty Club and bring awareness to the retailer's selection. "We continue to talk about how we want (CVS) to be the destination for beauty. This program is the next evolution of that," said Cheryl Mahoney, vice president of beauty care for CVS.
Latifah will unveil a sweepstakes taking place online. Viewers will be encouraged to register at cvs.com/beautyclub and enter the sweepstakes, running through Thursday. The grand prize is a trip for two to the 2012 People's Choice Awards and $500 worth of beauty products.
The announcement will be followed by a TV ad for Beauty Club, with another slated to air later in the program. CVS is also dispatching celebrity stylists Bobbie Thomas and Robert Verdi during the show for a segment called CVS Beauty Club Moments, in which audience members are chosen to receive gift cards and upgraded seats.
Shoppers can download a certificate online and then submit it either online or in-store. CVS will also promote the program with in-store coupon kiosks and circulars, direct mail, Twitter and Facebook.
In other beauty news, check out Clinique's remake of the '90s cult beauty product favorite, Chubby Stick.