Shopper Marketing - September 2017 - 117
CVS/pharmacy: 'Long Live Skin'
Activating its "Long Live Skin" marketing platform,
CVS/pharmacy staged a comprehensive campaign
this summer educating shoppers about sun safety
and skin health. The effort launched digitally with
videos of women sharing advice on skin care and
emotional well-being with "their younger selves"
posted on the retailer's social media accounts.
Display ads with the "Long Live Skin" tagline
shared "healthful hints" while depicting national
brands such as Procter & Gamble's Olay and Johnson & Johnson's Neutrogena. The ads linked to a
campaign landing page hosting a bevy of informational content and e-commerce links.
P&G also supplied CVS with custom content for its
new Pinterest account.
The campaign came alive in stores through
custom floorstands that merchandised products
from Edgewell Personal Care. Other related P-O-P
materials hosted sun protection tips.
SEPTEMBER 2017 SHOPPER MARKETING y