Beauty in Real Life
After helping CVS deliver a promise to eliminate retouched images from their marketing, our partnership with their beauty division was at the forefront of a growing conversation on diversity and the honest portrayal of women in advertising. This inspired a new 360 campaign to relaunch their beauty business completely through the lens of real life.
Traditional beauty ads, with their retouched perfection, no longer connect with the majority of CVS’ customers. How could the brand’s beliefs be carried through in a meaningful campaign that repositions CVS Beauty, while staying relevant in an increasingly crowded beauty space?
Beauty in Real Life, a creative platform that shows what beauty truly looks like, and how it fits into real life. TV, social, print, digital and outdoor all featuring a cast of 12 real-life women. In a landscape that for so long has been about big brands telling women how to look and feel, it’s time to tell a story that inspires women to enjoy beauty on their own terms.
A Different
Look at Beauty
Real Women.
We skipped the modeling agencies, went out into the world, and found a truly diverse cast that showed beauty through the lens of real life.
Real Products.
The looks in each ad? They’re real too. All of the products used on set available at CVS, accessible, and ready for women everywhere to make their own.
No Retouching.
It started with a pledge by CVS to remove retouched images from their marketing. This was the first chance to follow through on that promise. The results, beautiful.
