heritage brand as an
Since the inception of the CVS Beauty Mark pledge in 2018 – an initiative that represents CVS’ ongoing commitment to transparency in beauty – Kaplow has been at the forefront of developing multi-disciplinary strategies to continue evolving the relevancy and importance of the pledge, while cementing CVS’ leadership as the first major retailer to implement these standards.
We first drove relevant, in-depth earned media coverage spanning multiple categories, reinforcing key messaging and thought leadership.
At the same time, we created a groundswell of conversation among thousands of highly influential earned and partner voices who could authentically speak to the Beauty Mark mission.
Finally, we strategically leveraged experts, brand partners and celebrity ambassadors to ignite far-reaching awareness of Beauty Mark.
The integrated program continues to ignite widespread industry awareness and robust online and offline word-of-mouth conversation, as evident by the strong, measurable results to-date.