CVS Pharmacy again staged its bi-annual "Epic Beauty Event" to precede beauty giants Ulta's and Sephora's major discount events: 21 Days of Beauty and Beauty Insiders sales, respectively.
The drugstore chain's month-long savings event ran from Feb. 16 through March 14 and dangled up to $100 in available ExtraBucks rewards. A new element this year had each week of the sale dedicated to a different category:
- Week one (Feb. 16-23) focused on skin care, offering shoppers up to 50% off select brands and products like face masks from Yes To. Other products from brands including Pixi Beauty and Bliss received a 40% off discount.
- Week two (Feb. 24-29) spanned deals on makeup SKUs including a BOGO offer on items from L'Oreal, Ardell, and Physicians Formula, to name a few.
- Week three (March 1-7) centered on hair care deals, offering up to 50% off SKUs from Johnson & Johnson’s Aveeno, Unilever’s Tresemme and Procter & Gamble’s Pantene, among others.
CVS ended the event by offering $20 off in-store purchases worth $100 from qualifying brands including L'Oreal's Garnier, and CVS and Glamsquad's new exclusive brand GSQ by Glamsquad, which launched last October. Most other discounts were available both in-stores and online.
In addition, CVS exclusively offered its Beauty Club members an extra 10% in ExtraBucks rewards on all beauty products for first two weeks of the Epic Beauty Event.
As last year, support for the event included circular features, heavy social media activity such as frequent updates to the CVS Beauty accounts (view one video below) and sponsored updates, email blasts, other digital activity via cvs.com, commissioned editorials from outlets like Retail Me Not's blog "The Real Deal," as well as in-store signage.
In related news, more than two years after CVS introduced its “Beauty Unaltered” campaign and commitment to materially unaltered marketing materials, P&G’s Olay is following in the retailer's footsteps. The beauty brand announced at a February event in New York that it is instituting its own “Olay Skin Promise” watermark and aims to stop skin retouching in its ads by 2021. The “Skin Promise” watermark is already in use, appearing as part of the brand’s new “My Olay” campaign employing unretouched images of celebrity spokespeople including actress Busy Philipps. CVS was quick to call out Olay during the Epic Beauty Event via email for jumping on the Photoshop-free trend with its Beauty Unaltered watermark.
NOTE: For more photos from this campaign and previous Epic Beauty Events, visit p2pi.org. Path to Purchase Institute members have access to more than 3,600 images and 500 articles of marketing and merchandising activity at CVS Pharmacy as well as a full Retailer Profile outlining the chain’s operations and strategies.