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CVS will launch its "Beauty Club" tonight—during the People's Choice Awards. According to WWD, the award show's host Queen Latifah will introduce the loyalty program live on television.
As part of the on-air announcement, Queen Latifah plans to unveil a sweepstakes taking place online. Viewers will be encouraged to register online at cvs.com/beautyclub to be entered into 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. Queen Latifah’s announcement will be followed by a TV ad for Beauty Club with another slated to air later in the program. CVS also is dispatching celebrity stylists Bobbie Thomas and Robert Verdi during the show for a segment called CVS Beauty Club Moments, where audience members are chosen to receive gift cards and upgraded seats.· Queen Latifah to Tout CVS Loyalty [WWD]