CVS Beauty

Reimagination of CVS in the beauty space through a project known as a North Star.

The goal was to improve CVS credibility within the category, curate product selection, improve loyalty programs, and inspire audiences. We began with an audit of the beauty landscape, both digital and in-store experiences across our client, their competitors and the category as a whole. While our strategy team conducted a Month in the Life millennial beauty survey for more insights on our target. 

Research was followed by a cross-capability speed brainstorm and an overflowing list of thought starters, which was then curated into a set of four flows for four different personas from the extreme beauty enthusiast to the basic beauty consumer.

The resulting designs included digital concepts of quizzes, virtual tools, chat assistants, one-on-one professional advice, in-depth product filtering, customer reviews, loyalty clubs, product sampling, product trials, wishlists, favorites, recording of past purchases, product expiration tracking, loyalty reward tracking, a personal inbox, trending content and looks, and beauty tutorials. All personalized to each individual user based on their interactions with CVS.

We also looked at integrating their Glamsquad services, incorporating exclusive events, an advisor app, in-store signage, employee uniforms, smart mirrors, shoppable social, social challenges, brand advocates, donation programs for women’s shelters, billboards, and even an on the go makeup truck.

ROLE     Senior Experience Designer

DATE    2019