Digital Campaign

About The Project

Winner of a Gold Clio award, the Beauty Mark campaign brings attention to the unrealistic standard that photoshoped imagery sets to young women. CVS made a promise: to call out the industy and only allow imagery in its store labelled digitally altered or beauty unaltered. By 2020 nearly all its beauty suppliers now have the mark and the campaign has over 40 million impressions across social meda.

We kicked off the campaign on social media, asking our audience to join the movement with #BeautyUnaltered.

By placing a full page in the New York Times, using earned media, OOH, and partnering with influencers, we spread word that changing nothing can change everything.

The landing page acted as a resource for for customers and media.

In collaboration with our agency partners we created a Times Square activation, using a street team to ask people to join the movement and and get their faces up on the big screen.