Love Beauty and Planet × CVS: Be eco. Be fab. Beautiful.
A 360° retail-media campaign launching Unilever’s Love Beauty and Planet at CVS — from millennial-beauty insight and the “Be eco. Be fab. Beautiful.” line to email, social, display, a sponsored article, the CVS.com brand shop, in-store and out-of-home.
Launch a vegan, eco-conscious beauty brand to millennial women shopping their local drugstore — and give it a voice that felt like CVS, not a generic shelf talker.
Built the strategy story and the campaign line, then art directed one system across every touchpoint: email, social, off-site and on-site display, a sponsored hair-styling article, the CVS.com brand shop, a co-op shop, in-store signage, print and out-of-home.
One recognizable campaign — a single line, palette and photo style — that carries a shopper from first impression to add-to-basket, and a customer-journey map that shows how each piece hands off to the next.
Millennials were rewriting the drugstore beauty aisle.
Drugstores had become the go-to for affordable skincare, social creators were driving discovery, and women 18–34 were the heaviest buyers — but no brand on the shelf owned sustainability. Love Beauty and Planet was vegan, cruelty-free and $8.99. The campaign’s job was to make that story feel effortless and very CVS.
Email, social and display
The line flexes from a personalized “saving green” email and Instagram content to an off-site takeover on GOOD and on-site CVS.com display — same voice, same florals, same red.
A sponsored article and the CVS.com brand shop
The content plays to how millennials actually shop beauty: a three-day hair tutorial with a shoppable product rail, and a brand shop that sorts the line by collection color and leads with video.
In-store, print and out-of-home
The red-block lockup scales up to a store banner, a magazine spread and bus-shelter posters, so the campaign looks the same at the shelf as it does in the feed.
The customer journey
Every piece points somewhere: social, email and display drive to the co-op and brand experiences, and both end at the product page and the basket.
