top of page
Key Visual - WALG_Untold Beauty.jpg

Untold Beauty
Unilever's Most Awarded Shopper Program

In 2022, Unilever’s Untold Beauty program used models and influencers to help multicultural shoppers see themselves, not yellow sales tags, in the aisles of Walgreens. While we made an impact, there was still room to grow. In 2023, we broke new ground by featuring photos of real shoppers alongside their stories and brought them to life across the entire spectrum of Walgreens retail media.

 

2024 Awards

+ Gold REGGIE: GEM Award for authentic portrayal of women and girls in advertising

+ Silver REGGIE: Retail Media Networks

+ Bronze REGGIE: Partnership Marketing

 

2023 Awards

+ Silver Effie: Single-Retailer Program - Drugstores / Commerce & Shopper

+ Silver REGGIE: Shopper Marketing, Retailer Specific or Omni-Channel Marketing

+ Bronze REGGIE: GEM Award for authentic portrayal of women and girls in advertising

Year One Case Study

UntoldBeauty_Microinfluencers.jpg
UntoldBeauty_BeautyConsultantsInStore.jpg

How do you get Multicultural shoppers who spend heavily in Beauty and Personal Care (BPC) to spend more at Walgreens? Multicultural shoppers were seeing yellow promotional tags —not themselves—when they shopped the beauty and personal care aisles at Walgreens. Untold Beauty sought to amplify Multicultural voices and beauty stories that have historically gone unheard by making space for all textures, curves and waves, all pigments and shades, all the time. Although we knew our work was not done, Untold Beauty made Multicultural shoppers feel seen and supported, which resulted in bigger beauty and personal care baskets at Walgreens.

UntoldBeauty_POS.jpg
UntoldBeauty_ProductCollections.jpg

Year Two Case Study

In year two, our multicultural shoppers feel unseen in the beauty aisles, purchasing Beauty and Personal Care on only 5 of 22 Walgreens trips. These shoppers saw yellow promotional tags—not themselves—when they shopped the BPC aisles at Walgreens. Our goal was to shift shoppers’ mindset from seeing Walgreens as another drugstore to seeing Walgreens as an extension of their beauty community. To do so, we went straight to Walgreens stores (in three cities) and captured the real stories of our shoppers: no models, just real people. 

Impact made on the communities we aimed to reach, exceeding benchmarks with a 6.36% conversion rate and $21.29 directional ROAS. And, we had people telling stories they never had told before. 

bottom of page