An image from Long Live Skin campaign
As part of its efforts to help customers on their path to better health, CVS Pharmacy is launching the Long Live Skin campaign. Kicking off this month, it is a multi-pronged effort to focus on skin care and SPF.
A core element is a social media campaign launching on @CVSPharmacy designed to inspire women to share advice across generations through #advicetomyyoungerself. A video posted on social platforms and CVS.com features women giving recommendations such as using sun protection, being kind and willing to love.
“With the campaign, we’re aiming to increase awareness about the importance of proper skin care, making it easier than ever for our shoppers to access expert advice and products with greater skin health benefits,” explained Maly Bernstein, the DMM of Beauty at CVS.
Long Live Skin runs through the spring and summer is and complemented with in-store signage serving up information about sun protection as well as skin care tips. There are additional videos with skin care advice rolling out in native digital ads and via social content, radio ad buys across the country, special weekly deals on sun care and more.
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Additionally, CVS Pharmacy and Johnson & Johnson have partnered with the American Cancer Society to create educational signage in-store, exclusive content on cvs.com/longliveskin and in the CVS Pharmacy circular as well as tips for CVS Pharmacy Beauty Consultants on the importance of proper sun care. Johnson & Johnson will donate $1 for every Neutrogena or Aveeno product with SPF 15 or higher purchased from June 18-24 (up to $100,000) to the American Cancer Society to help prevent skin cancer.
CVS backs up its message with the products on the shelves. The chain has removed all sun care products with SPF lower than 15 from shelves and has added more than 30 new SPF+/broad spectrum products to sun care sets that either meet or exceed FDA standards. Also, CVS Health brand SPF products have been certified by the Skin Cancer Foundation with a Seal of Recommendation to products exceeding FDA standards.
With 70 percent of CVS’ pharmacist addressing patient questions relating to skin concerns daily, the company also decided to launch a new Skin Solution section in the pharmacy checkout in 4,000 plus stores with education and derm-recommended products for top chronic/episodic skin conditions like acne, rosacea, scarring, rashes and sunburn.
Furthermore, brands with greater skin health benefits are launching throughout 2017, from preventative and proactive skin care with increased SPF, to more dermatological-approved options as well as additional natural and organic products.
The theme of giving advice to “your younger self,” isn’t just geared toward Generation Z and Millennials. “We’re kicking off Long Live Skin with a social campaign launching on @CVSPharmacy designed to inspire advice sharing across generations of women through #advicetomyyoungerself. While Millennials are certainly important to reach, as they have more time to maintain their skin health and practice safe sun care, which their skin will thank them for later, we believe proper skin care is important at all ages so you’ll see a variety of women sharing skincare advice throughout the campaign,” concluded Bernstein.