A creative makeover for CVS Beauty with taglines that speak truths, captivate audiences, and stop the scroll.
Skills at Play
➜ Ad Creative
➜ Copywriting
➜ Brand Strategy
Timeline
➜ 1 week
Tools of the Trade
➜ Google Docs
➜ 5Cs Framework
Collaborators
➜ Solo
Shifting Disinterest to Delight
Tasked with revamping a "bad ad," I chose a lackluster Instagram promotion for CVS Beauty. If I hadn’t been on the lookout for bad advertising, I would’ve scrolled past this post in 0.1 seconds flat. Seeking to transform this ad, I conducted a comprehensive 5Cs analysis, examining CVS Beauty through consumer, culture, category, company, and connection lenses.
Drawing from strategic branding skills acquired as a business major and creative frameworks learned in advertising classes, I seamlessly blended cultural insights with creative to tell a story that resonates with consumers. The headlines below leverage consumer desires, highlight the brand's competitive advantages, and embrace authenticity by turning negatives into positives.
No boyfriend chair necessary.
Based on 5Cs research showing that customers love CVS Beauty for its speed and convenience – they don’t go to browse leisurely, but to pick up specific items quickly.
Chase your flu shot with a face mask.
Based on 5Cs research showing that CVS Beauty’s diverse product mix is an advantage over competitors. Reddit and Twitter users shared positive reports of making purchases while waiting for prescriptions, flu shots, etc.
The real world doesn't have ring lights.
Based on 5Cs research showing that customers know CVS Beauty for harsh lighting. Turning a negative into a positive.
