This GMDC case study illustrates a highly innovative partnership between Unilever and CVS Pharmacy that has added a new dimension to skin care merchandising. In many ways, skin care plays a singular role in the health, beauty and wellness aisle, one that brings together beauty and health care, offering brands and products that address aesthetic concerns as well as items that target specific skin conditions. That characteristic provided the groundwork for these companies to collaborate in promoting three Unilever skin care lines that are primarily beauty brands but also have strong health and wellness claims.
In addition to the educational innovation that distinguished Love Your Skin, Unilever developed new business processes and procedures to bring different brand teams and its ad agency together to drive the partnership and a customized shopper experience with CVS Pharmacy. This report reveals how a retailer and supplier can together create new ways to reach customers if they are prepared to try new things and leverage each other’s strengths