Unilever and CVS has teamed up to bridge the gap between beauty and wellness products with the new promotional campaign for Dove, Vaseline and Simple.
Love Your Skin, a campaign that provides discounted offers exclusively in CVS, focuses on these three brands that offer something for both the beauty consumer and offer health and wellness claims. As part of the campaign dermatologist Dr Mona Gohara offered non-branded content on skin care, combined with product offers. A combination that is said to be the first of its kind.
Patrick Spear, CEO of Global Market Development Center, told Drug Store News, “The skin care category is an important business for both food and drug retailers, playing a key role in beauty care and over-the-counter health care.
“At the same time, growing numbers of consumers seek information about the ingredients and efficacy of the personal care products they use. Together, those trends encouraged a new kind of retailer-supplier partnership, one that demanded innovative departures from the tried-and-true.”
The program was deemed a success by CVS, with Maly Bernstein, a Divisional Merchandise Manager at CVS Pharmacy, stating, “It required a deeper understanding of our customers’ needs, an appreciation of our individual company strengths, and different ways of thinking and working together in both of our organizations to achieve our shared ambitious goals.”