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 117
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