In 2018, CVS made a commitment to not retouch any of their beauty imagery. A promise to always represent beauty as it truly is—real and unaltered. The white heart you see in the bottom right corner of all of the images is their Beauty Mark and tells you the image hasn’t been retouched.
We helped CVS launch their Beauty Mark initiative though a shareable, integrated campaign. The result was over 1 billion total impressions, and a 0% negative sentiment rating on social media.
Building off of the success of the initial campaign, we overhauled the look and feel of their beauty content and @cvs_beauty IG account.
We went on to produce, on average, 15 pieces of content a month, ranging from hair care routines and choosing the right foundation for your skin tone to product collections and nail tutorials—connecting with an audience of over 2.1 million subscribers every month.
Awards
Clio Awards // Gold // Fashion & Beauty
Cannes Lions // Shortlist // Health & Wellness
Shorty Awards // Best in Beauty
Shorty Awards // Best in Retail & E-Commerce
Digiday Modern Retail Awards // Best Retailer/Agency Collaboration