CVS - Beauty Unaltered

January 2019
Role: Associate Art Director

CVS wanted to redefine the beauty aisle: namely by marking all model imagery as either digitally altered or unretouched. Enter the CVS Beauty Mark: a symbol of real, unaltered beauty. A step this big needed an equally exciting launch - we announced the arrival of the Beauty Mark with a call for users’ unaltered selfies, which we broadcast live in Times Square. Over 8,000 CVS stores also got on board with updated beauty displays.

As an Associate Art Director, I established principles for type design across the campaign, cementing a clear design identity for all @cvs_beauty social accounts.

Creative Director: Jess Bergstresser
Copywriter: Carly Drown
Art Directors: Tanya Bechara, Lyndsay Cooper
Video Editors: Reed Holtzman, Annie Lefley