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04/16/2021

CVS Elevates Eucerin Exclusive

Jacqueline Barba
Associate Editor, Path to Purchase Institute
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CVS Pharmacy recently drew attention to an exclusive product launch from Beiersdorf’s Eucerin with shoppable, sponsored Facebook updates.

The paid social media updates from the drugstore chain’s official Facebook account introduced a new hydrating cleansing gel from Eucerin, communicating that the face wash is “made with hyaluronic acid” and “leaves skin feeling soft & refreshed.” The update functioned as a carousel, letting consumers rotate through multiple promotional images depicted above an “Exclusively at CVS” message and “Shop Now” buttons that all linked to a brand showcase for Eucerin within cvs.com. (The mobile version of the ad opened the brand showcase without exiting the social media platform.)

The brand showcase particularly calls out “Clinically-proven skin care solutions” for “advanced repair,” “intensive repair,” “roughness relief” and “eczema relief” while listing 72 products from the personal care brand alongside “Add to basket” buttons.  

Eucerin hydrating cleansing gel is available at CVS stores and on cvs.com, priced at $10.99 for a 6.8-ounce bottle. 

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