Untold Beauty

at Walgreens

A long term platform created to highlight Walgreens as an extension of multicultural shoppers’ beauty communities; highlighting Unilever personal care products.

2022

How It Came To Life

Script: Loren Parker

The Concept

  • The silencing of those not considered "beautiful" by entertainment standards.

    The Insight

  • Creating a space for any and everyone to feel comfortable and beautiful.

    The Brand Truth

  • Helping multicultural communities and unique beauties the ability to see themselves in the aisle rather than airbrushed supermodels.

    The Big Idea

The Content

  • Untold Beauty tactics.

    On-site media, off-site media, influencer amplification, & in-store displays.

  • Authentic Interviews at Walgreens

    Influencer interview content; boasting over 21 million views to date.

  • Landing page pt. 1

    Untold Beauty landing page header.

  • Landing page pt. 2

    Featured, curated influencer collections.

  • Landing page pt. 3

    Haircare specific content block & curated influencer collections.

  • Landing page pt. 4

    Deo, skin, hair, & body care specific content blocks.

  • Landing page pt. 5

    Real quotes from real Walgreens shoppers about their favorite beauty brands at Walgreens.

The Results

  • Untold Beauty; REGGIE Award Winner

    A year after the campaign launch, Untold Beauty won the Gold (GEM Award for authentic portrayal of women and girls in advertising), Silver (Retail Media Networks), & Bronze (Partnership Marketing) REGGIE® awards.

  • The Moth, Chicago Activation

    Unilever partnered with The Moth to host Untold Beauty themed StorySLAMs and storytelling workshops in Chicago, New York, and Miami.

  • Path toPurchase Case Study

    Spotlighted by the Path to Purchase Institute.

Path to Purchase Case Study

  • Credits:

    Art Directors: Sophia Presutti, Sarah Hall

    Creative Director: Katie McElligott

Feel heard, not just seen.