Redefining the drugstore beauty aisle for GSQ Glamsquad x CVS

THE CONCEPT

To carve out an ownable whitespace for new Glamsquad x CVS venture GSQ, we began our work with a comprehensive audit of the current drugstore landscape, carving out an ownable whitespace that ensured originality. 

THE EXECUTION 

With this in mind, we developed surprise-and-delight primary and secondary packaging for the GSQ line of bottom-shelf basics sure to look just as good in a top shelfie. To appeal to modern beauty enthusiasts, we developed a plugged in, fresh brand voice and tone, and produced social-first assets that lived across social channels.