We gave @cvs_beauty Instagram account a full makeover, turning our consumer’s social feed into her new beauty aisle.
From mundane to must-follow, we transformed CVS Pharmacy’s organic IG beauty account. This is Beauty in Real Time, on Instagram.

We leaned into CVS’ brand identity, designing posts that leveraged CVS’ recognizable ‘heart’ icon, a memorable way to stand-out in feed and in consumers’ minds. And we utilized shopping capabilities on the platform to drive sales online and in-store.

Instagram Stories

We branded our IG stories and categorized them into relevant topics and series our viewers couldn’t live without. Content was grouped into featured stories like “Trends Worth Trying,” “Brands We Love,” “Beauty Product Spotlight,” and “Influencer Beauty Picks,” and posted weekly. This systematic approach allowed us to feature a variety of looks, trends, colors, and products, while keeping the stories branded and cohesive.

Email

We synced our social content to CVS’s Beauty Club e-newsletters to connect with an audience of over 2.1 million subscribers every month. The emails were filled with the latest trends and how-to-get the looks featuring tutorials and step-by-steps. Our “Beauty in Real Time” title treatment flexed each month, featuring beautiful makeup textures relevant to the content included.

Blog

Our followers could shop for products directly on Instagram or find additional tips, tricks, and content from our brand partners and influencers on CVS’s beauty blog.

This makeover wasn’t just in-feed. We completely overhauled the way social content is made for CVS.

With a more nimble team, shorter approval process, and strategic content calendar, we streamlined the production of assets into a first-of-its-kind, truly agile content model. We shifted to an editorial structure proven to minimize costs and production and maximize value and quantity. From arduous and pricey one-off monthly shoots to batching content in quarterly shoots in advance, we helped produce more content that could be spread out over the course of months. By forecasting trends and consulting beauty experts, we meticulously planned spot-on looks thats people craved — creating content that could then be posted to react in real time. And coupled with our ‘street-style’ shoot, our photography gave us looks that truly reflected and inspired our audience.