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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 

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