CVS AT CEW AWARDS

FEBRUARY 2019

For the CEW Awards hosted at the Metropolitan Pavilion, Dera Lee Productions designed and produced the CVS booth to showcase the new beauty brand additions as well as CVS’s exciting Beauty Unaltered marketing initiative.

Launched in 2018, The Beauty Unaltered initiative is a commitment to indicate any image that has been unaltered located in the store with a CVS Beauty Mark logo. The objective is to lead positive change around transparency in beauty and to allow customers to differentiate between authentic and materially digitally altered images.

Inspired by CVS’s new color palette, Dera Lee Productions recreated the NEW in-store beauty aisles highlighting the new collections on sleek white custom shelving and black risers with corresponding unaltered marketing images with the CVS Beauty Mark logo. Guests had the opportunity to get their image taken by a studio fashion photographer and share on their authentic self on social channels. As a reward, they browsed within the CVS beauty aisles and chose any new CVS beauty products as a take away.