“92% of women think the media uses unrealistic images to represent beauty”
CVS made a commitment to represent beauty as it truly is – real and unaltered. So they created the Beauty Mark to use on images that are unretouched, unaltered and unadjusted. They also got brand partners – like Maybelline, Covergirl and Neutrogena – on board with the promise to stop altering their photos that would appear in CVS stores and marketing.
Over 8,000 CVS stores updated all beauty images with either the Beauty Mark or a “Digitally Altered” label and got big-name brand partners on board with the change.
We put out a call for #BeautyUnaltered selfies and our feed was flooded with thousands of responses from our followers and some familiar faces.
We projected users’ unaltered selfies in the middle of Times Square and live-streamed the billboards so our “models” could see themselves wherever they were.
We helped CVS make a splash in the beauty space in a big way. Here are the results:
3.6 billion earned impressions
15.1 million total shared content reach
0% negative sentiment on social
104 million total #BeautyUnaltered impressions
1,000+ consumers turned into billboard models
80% of consumers have a more positive impression of CVS Beauty
1.7K total earned placements including TODAY, The New York Times, Fast Company, Ad Age, Women’s Wear Daily and Reuters
Shortlist, Health and Wellness
Bronze, Cause Related Marketing Campaign
Bronze, Experiential - Live Event
Gold, Fashion & Beauty
Winner, Best Use of User Generated Content
Winner, Best In Mental Health
Winner, Best In Retail & E-Commerce
Winner, Content & Strategy: Call to Action
A leading innovator in beauty, 2019
Top 10 Most Groundbreaking Beauty Campaigns of 2018
Mass Market Retailer of the Year
Executive Creative Director: Sue Desilva | Creative Director: Jessica Bergstresser | Associate Creative Directors: Carly Drown, Krissy Andrews, Larry Fahey | Senior Art Director: Tanya Bechara | Social Strategy: Sarah Mitus, Allie Wassum | Editors: Annie Lefley, Reed Holtzman
