Inside the CVS Beauty Neighborhood at CEW

Bringing the CVS Beauty Neighborhood to Life at CEW

Beauty is personal, but the best beauty experiences have the power to bring people together.

At this year’s CEW Beauty Expo, Kaplow partnered with CVS Health to bring that idea to life through the CVS Beauty Neighborhood — an immersive experience designed to showcase how beauty lives at CVS: in every community, for every consumer.

The activation transformed the CVS presence at CEW into a destination built for discovery, connection and conversation. Rather than simply putting products on display, the experience invited attendees to step into the world of CVS Beauty and engage with the breadth of its assortment in a way that felt approachable, energetic and distinctly community-driven.

Turning a Brand Story Into an Experience

CVS Beauty reaches consumers across countless routines, needs and moments. Our challenge was to translate that breadth into a cohesive physical experience that attendees could immediately understand and explore.

The idea of a “neighborhood” gave us a natural framework.

Each element of the activation worked together to reinforce the role CVS plays in making beauty accessible and relevant to a wide range of consumers. Product discovery was paired with human connection, with CVS Beauty Consultants helping bring the experience to life through their expertise, recommendations and enthusiasm.

The result was an environment that felt less like a traditional trade show footprint and more like a place attendees could enter, explore and engage with on their own terms.

Creating Moments That Invite Participation

Experiential marketing is most powerful when audiences are active participants rather than passive observers.

Throughout the CVS Beauty Neighborhood, we focused on creating opportunities for attendees to interact with products, connect with Beauty Consultants and experience the brand firsthand. More than 1,000 attendees engaged with the activation over the course of the event, turning the space into a vibrant hub within the Beauty Expo.

That energy was an important part of the experience itself. The neighborhood became a place for discovery and conversation — giving attendees a tangible sense of the scale, accessibility and expertise behind CVS Beauty.

Where Experience Meets Connection

For Kaplow, creating memorable brand experiences starts with understanding what the brand means to its audience and finding ways to make that story tangible.

The CVS Beauty Neighborhood did just that: combining strategy, storytelling, design and human interaction to create an experience that reflected CVS Beauty’s connection to consumers and communities.

We’re proud to continue our partnership with CVS Health and to collaborate with the teams who brought this year’s activation to life.

Because when the right idea, experience and people come together, a brand presence can become something much bigger: a place people want to step into, explore and remember.