Why does beauty play so hard to get?


CVS/pharmacy saw a strong opportunity to make shopping for high-end cosmetics and skin care easier than the typical mall shopping trip. Naming the new offering and bringing its distinctive beauty position to the world would be challenging.

The Solution

Chase worked with the CVS team on every aspect of the new concept from consumer research and naming to the final design and execution of retail graphics, marketing collateral, advertising and web design. The Beauty360 name captured complete and simple solution that the sites would offer. The first store opened in November 2008, was awarded “Best New Retail” by WWD and earned a RACie award from the Retail Advertising and Marketing Association.

Environmental Branding

Customized shopping bags with modular inserts were easily updated to follow seasonal store resets. Interior graphics were rejuvenated regularly to drive interest.