CVS Epic Beauty Sale

Epic Beauty occurs twice a year and is a key CVS sales event requiring scalable, high-volume creative across multiple brands and placements. Speed, consistency, and brand satisfaction are critical to performance and repeat buy-in.

The Ask: 

Refresh CVS Epic Beauty Dynamic Creative Optimization (DCO) templates to reduce production time, improve brand satisfaction, and better showcase products while maintaining consistency across Epic Beauty sales events.

I led the template refresh, building on insights from art directing the Spring Epic Beauty Sale. I partnered with internal stakeholders and our DCO vendor to redesign the system so all creative elements could be managed dynamically via the feed—improving brand flexibility and reducing production time by 50%. I also revisited product scale and hierarchy to ensure brands felt their products were appropriately featured.

The Results: 

  • 50% faster go-to-market

  • $22M+ in Fall attributed sales (vs. $17M+ Spring)

  • 17 brands bought in for Spring 2026, including 4 in-store package upsells

Spring 2025 (Before)

This version required designers to manually build and export background artwork in Photoshop before sending assets to our DCO partner. Only product imagery and select copy were managed via the feed, which increased production time and limited flexibility. Several brands also noted that product scale felt undersized.

Spring banners
Manual background builds; limited feed control

Fall 2025 (After)

I led a redesign that moved all creative controls into the feed—products, copy, CTA buttons, background imagery, and color. This eliminated manual design handoffs, improved product prominence based on supplier feedback, and reduced production time by 50%.

Fall Banners
Fully feed-driven creative; improved product focus