CLIENT
CVS Health
Erica Monteith, Director, Beauty & Personal Care Marketing
Norman deGreve, Chief Marketing Officer
Krissy Andrews , Associate Creative Director
Brett Gerstenblatt, VP, Executive Creative Director
Erin Condon, VP, Front Store and Omni-Channel Marketing
Noelle Hoover, Senior Manager, Social & Digital Content
Stephanie Cunha, Manger, PR
Erin Pensa, Senior Director of Retail Communications
Whitney Foley, Associate Creative Director
Maly Bernstein, VP, Beauty and Personal Care
AGENCY
Atit Shah, Chief Creative Officer
Carly Drown, Associate Creative Director
Sarah Mitus, Manager, Social Strategy
Sue DeSilva, EVP/Executive Creative Director
Allie Wassum, VP Director, Social Strategy
Jessica Bergstresser, VP, Creative Director
Julie Blanche, SVP, Group Account Director
Annie Lefley, Senior Editor
Bethany Bayer, SVP, Creative Strategy
Jessica Torpey, Senior Art Director
Endeavor
Kaplow
CSM/LeadDog
SUMMARY
One year after CVS introduced the Beauty Mark, we were challenged to raise awareness and elicit participation from major beauty brands to shift the industry towards healthier representations of women. Through an integrated campaign across PR, print, out of home, experiential marketing, paid social, organic social, owned channels and in-store events we saw 15.1MM total shared content reach, 104MM total #BeautyUnaltered impressions and 0% negative sentiment on social. Average daily sales are up and 80% of aware consumers have a more positive impression of CVS’s beauty offering.
