CVS Solves Winter Skin Woes

CVS turned its attention to national and private-label brands that help alleviate dry skin as winter weather continued post holiday.In stores, the retailer revived the “Long Live Skin” tagline it used last summer for a header outfitting an endcap stocking moisturizing SKUs from Unilever’s Nivea, Caress, Vaseline, Dove and Pond’s. Meanwhile, Johnson & Johnson's Clean & Clear, Aveeno and Neutrogena commanded the spotlight on a similarly styled endcap employing a New Year’s-themed “Discover Healthy Skin” message on its header.CVS also deployed shelf signs in skin care aisles depicting SKUs from private label CVS Health and explaining the different uses for creams, ointments and lotions.Another shelf sign plugged the retailer’s partnership with the National Eczema Association and provided tips for dealing with the condition, while a violator for CVS Health eczema flare cream promised relief from “dry itchy skin.”Circular features throughout January and February used messages such as “get skin that’s winter worthy” to offer ExtraCare loyalty cardholders various “buy-one-get-one 50% off” deals and ExtraBucks Rewards on J&J and Unilever products, along with eligible SKUs from brands including Galderma’s Cetaphil, Kao USA’s Curel and Jergens, L’Oreal’s flagship and CeraVe, and CVS exclusive brand Skin + Pharmacy.Facebook and Twitter updates depicting Aveeno and Nivea products plugged the offers, as did a Feb. 26 email blast to ExtraCare members with the message “say goodbye to winter-dry.”The email linked to a “Long Live Skin” landing page within cvs.com that invited visitors to “guard your face against the ravages of winter” and listed several “featured brands” from the aforementioned manufacturers. The page also hosted skin care advice and video spots for Curel and Cetaphil.

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