The CVS beauty brand offers smart efficacious and high quality beauty and personal care alternatives at a better price. The products are inspired by leading brands, fueling a feeling of familiarity while standing out with an elevated design. Our objective was to reflect a more premium positioning, highlight product efficacy, communicate high quality and a feeling of desirability – something that many store brands fail to achieve, as many are sold as ‘value’ brands and use design to communicate price savings.
We took a revolutionary step to eliminate the ‘Beauty 360’ brand name and focus on the product type and benefits instead – replacing ‘beauty 360’ with the iconic CVS heart to create confidence and pride, and appeal to all genders.
Our thoughtful and sophisticated design system allows for maximum flexibility, so each product can perform competitively against national brands, while embracing unique trends related to specific categories.
We developed color palettes inspired by dominant national brand codes to ease navigation, built a strong typographical system to create portfolio consistency, while creating highly expressive, unique visual interpretations of the heart icon for each individual product.
Since launch we have conducted research to evaluate consumer sentiment around the new design and received very strong results – in some cases leaving consumers wondering if the CVS Beauty brand IS a national brand.
In-store and online, the CVS beauty portfolio now successfully leverages the positive associations of the CVS enterprise brand without compromise, while experiencing double digit growth.
