CVS Beauty Steals the Show at the 2025 CEW Beauty Expo

Another year, another epic celebration of all things beauty at the CEW (Cosmetic Executive Women) Beauty Expo! Beauty enthusiasts from across the industry came together to explore the latest product innovations, and the Kaplow team was right in the heart of the action, supporting both our CEW and CVS Beauty clients while connecting with media and attendees on-site.

For CVS Beauty, the 2025 expo was more than just another standout activation. It represented the culmination of the retailer’s multi-year journey to become a leader in whole-body wellness. This concept redefines beauty as going beyond the surface – it’s about SPF, scalp care, and everything that helps you feel good from head to toe. From skincare and fragrance to self-expression and confidence, the CVS booth brought this philosophy to life in a bold and immersive way.

At the CVS “beauty carnival”, more than 1,000 attendees joined in on the fun. They played skincare, wellness, and fragrance games, chatted with Beauty Consultants, and snapped photos of the stunning product displays (especially the fan-favorite Mini Marvels Ferris Wheel!). Each guest walked away with a gift bag featuring over ten curated product options that showcased the breadth of the CVS Beauty assortment and brought the whole-body wellness concept to life.

Drawing in beauty brands, influencers, top media, and more, the feedback from attendees was electric, with guests calling the CVS space “the best activation at the expo,” “so fun and engaging,” and even raving “CVS is my favorite, I’m there almost daily!” 

And the celebration isn’t over! Next month, Kaplow will once again support CEW at the 2025 Beauty Awards Luncheon, where the year’s top innovations will officially be crowned. Stay tuned!