For nearly two decades, BLMG has served as L&R’s trusted marketing partner, supporting both internal and external communications. L&R is a leading distributor of beauty, wellness, and general merchandise products, serving a wide range of retailers from national chains like Kroger, ShopRite, and Giant Eagle to independent corner stores across the country. With a shared commitment to delivering value and insight, our work together helps position L&R as a go-to resource for retailers nationwide.
Since 2012, BLMG has partnered with L&R to bring their annual catalog to life. It’s an essential tool that does far more than list products. It tells the story of a company committed to serving not just their customers, but their customers’ customers.
Each year, the catalog features a trusted lineup of brands like Revlon, Almay, Kiss, and CoverGirl, along with everyday essentials in beauty, wellness, and general merchandise. The true focus of the 2025 edition was something new: spotlighting L&R’s newly revamped eShop. This digital upgrade is designed to better serve the vendors and retailers who rely on L&R for seamless distribution and access to top-tier products.
To support L&R’s mission of serving their customers’ customers, we focused on making the 2025 catalog as actionable and user-friendly as possible. A key part of that strategy was integrating and promoting the newly revamped eShop throughout the catalog experience. We designed clear, intuitive callouts and editorial content that guided readers to explore the eShop’s enhanced features, including faster navigation, smarter search, and streamlined ordering.
New for 2025, premium vendor ads featured QR codes that linked directly to the brand’s page on L&R’s eShop. Combined with retail-ready planograms, category insights, and trend analysis, the catalog became a powerful tool for both discovery and decision-making.
After weeks of collaboration, creativity, and precision, the 2025 L&R Catalog has made its impact. Its 212 pages of strategic storytelling and retail expertise stands as a true testament to what’s possible when a client trusts you with their bottom line for nearly two decades.
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