Earned Media/360 Campaign

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About The Project

Winner of a Gold Clio, the campaign surfaces the unrealistic and unattainable standard that photoshopped imagery sets for young women. CVS made a promise: to call out an industry by labeling beauty images in their stores. By 2022, nearly all its beauty suppliers now use the beauty mark, signifying their commitment to real and unaltered beauty images. The campaign earned over 40 million impressions across social media and changed an industry by changing nothing.

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

We placed a full page in the New York Times, used digital billboards and partnered with influencers on social media. We spread word that changing nothing can change everything.

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

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