Katie McElligott
Group Creative Director • Idea Hunter and Gatherer
CVS Positively Real
Retail-specific Dove Custom Program
Shoppers increasingly viewed CVS as a destination for health needs, not Beauty/Personal Care which was driving BPC trip declines. Trapped in a Confidence Crisis Cycle, shoppers were experiencing an endless, negative self-perception driven by social media and beauty brands. The goal was to reclaim the definition of beauty as something authentic and unretouched, by giving shoppers a way to celebrate their true selves. We married CVS’ and Dove’s beauty brand purposes to create an engaging, inspiring 360-shopper program that celebrated unaltered beauty.
+15% dollar sales lift for Dove’s total portfolio and +10% increase in Dove basket spend due to the program’s success.
2023 Awards
+ Silver EFFIE: Commerce Omnichannel Shopper Solution
+ Bronze EFFIE: Single Retailer Drug