Walgreens launches customizable pandemic masks

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Walgreens launches customizable pandemic masks

By Dan Ochwat - 07/15/2020

The Walgreens photo department has launched a service in stores for shoppers to create personalized, custom face coverings. The retailer told Store Brands it believes it is the first retailer to offer this option to shoppers.

The tool, which launched July 15, enables shoppers to go online to customize face masks by using various designs, patterns, words and their own photos. The service is a continuation of what the photo department has been doing for quite some time with apparel, books, gifts, ornaments, and more, said Heather Hughes, group vice president and GMM of seasonal, general merchandise and photo, who heads up Walgreens Photo.

“As we know that masks are becoming more prevalent in society, we think you should have a little fun when wearing your face mask,” Hughes told Store Brands. “Whether you want to show off your favorite furry friend or your school pride, these new masks let you and the family get creative.”

She said the masks are two-ply with an inner lining that is 100% cotton and the outer shell is 100% polyester. The masks feature a pocket to add an optional carbon filter and two silicone fasteners to adjust black elastic ear straps for a custom fit.

The customizable mask service launched with a promotion to buy the mask along with a 50%-off offer on all photo purchases, running July 15-19. After that, the mask will be part of a 40%-off Walgreens gifts promotion that will run the following week.

Hughes said the customizable masks will be part of frequent promotions to come. “We will support with organic social, as well as additional communications tactics,” she said. “We also know that our team members will be excited about this new feature and will likely be wearing these while working in our stores.”

Walgreens has also been selling branded masks online in its Swag Shop, a site full of Walgreens-branded apparel. The masks sell for $8.50.