CVS Health launched a multi-platform program that includes dedicated social media accounts, work with the American Cancer Society (ACS), and in-store education. The program’s goal is to highlight the issues related to skin health and the ways to decrease the incidence of skin diseases.
The name of the campaign is Long Live Skin, and it aims to increase awareness of proper skin care and sun safety.
Long Live Skin was launched on May 15 on CVS social handles and at https://www.cvs.com/longliveskin. On the website, the campaign started with a video in which women shared their advice to their younger selves and offered guidance on different topics including outer and inner beauty.
It was designed to inspire people of different ages and generations to share their advice. It will also include shorter videos related to skincare.
Since May is Skin Cancer Awareness Month, the campaign will start with sun safety topics and continue throughout the coming summer with in-store tips and information regarding skin protection and care via social media and videos.
CVS Pharmacy will also provide their customers with ExtraCare offers on skincare during the Long Live Skin program.
Furthermore, CVS and Johnson & Johnson have partnered with the American Cancer Society to create special content for cvs.com, their circular and in-store signage.
Johnson & Johnson will donate $1 to the ACS for every Aveeno and Neutrogena product with SPF 15 or higher purchased from June 18 to June 24. The SPF number helps people to calculate their maximum sun exposure time (to calculate: minutes to burn without sunscreen x SPF number).
At the same time, CVS Pharmacy beauty consultants will share information about the importance of skincare and provide customers with tips on skin health and protection from the sun’s rays.
Dr. Richard Wender, American Cancer Society Chief Cancer Control Officer, said he applauds CVS for educating consumers to be more proactive regarding their skin health. He also added that they were thrilled to participate in the partnership that is focused on skin cancer prevention and early detection.
The campaign is also supported by some other initiatives focused on skincare and sun protection:
- In more than 4,000 stores CVS is launching a Skin Solutions section on June 25 in the checkout area. There, customers will find products for skin care and treatment of rosacea, acne, sunburn and more.
- Throughout this year, new brands will be launched. Products from these brands will have increased SPF and provide customers with preventative care for their skin.
- CVS Pharmacy is going to remove products with an SPF lower than 15 from their shelves and replace them with products with an SPF of 30+ that meet or exceed the standards of the Food and Drug Administration.
- Personal care and beauty products containing phthalates, parabens and formaldehyde within the Essence of Beauty, Promise Organic, Blade and CVS Health lines will be removed by the end of 2019.