• by Sarah Mahoney  @mahoney_sarah, February 10, 2016

Bros aren’t the only ones who have fun hanging out with their buds, new campaigns from Walgreens and Kohls are highlighting the goofy ways women spend time bonding. 

In a campaign themed “Whatever Makes You Feel Beautiful,” Walgreens watches Heather and Kate coach each other through some regrettable beauty decisions, including hideous contouring, effortless buns that take 45 minutes, and whether a girl might be too old to wear facial glitter. 

The campaign includes nine online videos, created by GSD&M, and is intended to highlight the retailer’s extensive array of beauty products. It also includes social, digital pre-roll banners, print, and later this summer, TV.

And Kohl’s, gearing up its first-ever retail sponsor of the Oscars, is beginning to roll out its digitally-led campaign. Starring actress and comedian Vanessa Bayer, preliminary spots also aim for “between-us-girls” laughs.

The company, which is replacing JC Penney on the red carpet, is promising the sponsorship will translate into a “major brand moment.” And it says the month-long #AllTheGoodStuff campaign will focus on “genuine moments of gratitude and celebration in everyday life,” as well as fun ideas for Oscar viewing parties, whether real (with Moscow Mules and a popcorn bar) or virtual (you don’t have to wear pants!).

It says it will put ideas supporting the campaign out on Pinterest, Twitter, Facebook, and Instagram. Viewers can share their stories, with the chance of having their tweets read live by Bayer on the big night.

Multiple broadcast spots are also scheduled to air during the pre-show red carpet coverage as well as the awards program, and the Menomonee Falls, Wisconsin-based chain is also the exclusive sponsor of the red-carpet coverage on Oscar.com. 

Kohl’s Oscar involvement comes at a tricky time for the company. Amid reports that it is considering breaking up the company or taking itself private, it recently said its fourth-quarter sales were softer than expected. Citing increased volatility and increased promotional pressure, it also sharply lowered its forecast for earnings for the full year, scheduled to be released later this month.