SITUATION As social media, filters, and photo editing tools became more pervasive, their impact on women’s self-image grew increasingly harmful. Research revealed that 80% of U.S. women were dissatisfied with their appearance, and two-thirds believed social media promotes unrealistic beauty standards. The American Medical Association even classified these distorted portrayals as a public health concern. In a beauty industry that often excludes the very people it serves, CVS saw an opportunity to live its values, leading with heart and redefine what beauty means.
TASK Develop an omni-channel campaign that celebrates authentic beauty and empowers women to embrace it on their own terms. In a space long dominated by brands dictating how women should look and feel, our goal was to shift the narrative and make beauty more inclusive, relatable, and real.
ACTION Led and managed the full development of the campaign across all major touchpoints, from digital and broadcast to in-store experiences and social platforms, ensuring a cohesive and emotionally resonant message throughout.
RESULTS
• Achieved a strong return on ad spend, with incremental sales growth extending beyond the beauty category
• Over 50% of campaign sales came from new customers joining the BeautyClub
• BeautyClub saw a 156% year-over-year growth at relaunch
• Social following tripled, amplifying brand reach and engagement
• With the debut of the new BIRL store format, 90% of customers said they would return to shop again
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