Digital Campaign

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About The Project

Winner of a Gold Clio, the Beauty Mark campaign surfaces the unrealistic and unattainable standard that photoshoped imagery sets for young women. CVS made a promise: to call out an industy by labelling beauty images in their stores. By 2022 nearly all its beauty suppliers now have the beauty mark; signifying their commitment to real and unaltered beauty images. the campaign has over 40 million impressions across social meda.

We kicked off the campaign on social media, asking our audience to join the movement with the hashtag #BeautyUnaltered.

By placing a full page in the New York Times, using earned media, digital billboards, and partnering with influencers on social media, we spread word that changing nothing can change everything.

The landing page acted as a resource for our customers and the media.

In collaboration with our agency partners we created a Times Square activation, using a street team to ask people to join the movement and get their faces up on the big screen.