CVS/pharmacy: Reinventing Beauty at Mass
Ten years ago, CVS/pharmacy hired Kaplow to take its brand to the next level via innovative programs like this one.
Problem.
CVS’s beauty aisles were full of inventive products, but the beauty media did not see a nationwide pharmacy chain as a premiere shopping destination for insider beauty finds.
Insight.
CVS had a trend-setting history of bringing advanced beauty technologies to busy women and had an existing vault of industry expertise, between its staff and sales data. The new “Reinventing Beauty” merchandising campaign would be the perfect platform for telling this story to the media.
Work.
Kaplow created a multitiered media blitz to position CVS as a go-to shopping destination for high quality and indie beauty products. An exclusive shopping event for beauty editors at CVS’s new flagship store in Manhattan brought the shopping experience to life. A comprehensive look-book put it all together, showcasing the breadth of CVS beauty products on trend for the season and launching internal talent as national spokespeople. A CVS-sponsored Beauty Lounge at the Golden Globes’ celebrity-gifting suite exposed the retailer to top-tier influencers.
Results.
Segments ran on “Oprah”, “The Ellen DeGeneres Show”, “The View”, “Access Hollywood” and more than 75 other broadcast outlets. A feature-length article on the drugstore’s beauty innovations ran in Allure. There were a total of nearly 200 million media impressions, including placements in Redbook, Real Simple and Essence.
