The Designalytics Effectiveness Award was created to help elevate the role of package design by spotlighting the immense financial impact that it can have on consumer brands. As always, winner selection was entirely data-driven, based on sales performance in the marketplace, as well as rigorous quantitative consumer testing.
This year’s winning redesign was awarded for our work on the CVS Beauty brand and carried the additional honor of being the first private-label winner in the history of the award.
The Beauty 360 brand from CVS had been competing with national brands by offering high-quality beauty and personal care products for years. With this redesign, CVS Beauty made a revolutionary shift — eliminating the Beauty 360 branding altogether and replacing it with the familiar CVS heart, while also communicating product efficacy, premiumness, and gender inclusivity.
Consumers “hearted” the new look, with 74% preferring this version over the previous design, and the sales results bore this out.
During the six months following the redesign, sales of CVS Beauty products increased by 20% compared to the same period during the prior year.
Every year we give this award, we see more and more compelling—and often jaw-dropping–evidence that great design drives brand growth, and CVS Beauty presents a uniquely straightforward case study.
Given the minimal advertising and promotion afforded private-label brands, this result is especially staggering; a bold, strategic design change was—clearly and unequivocally—the engine behind this brand’s growth
—- Steve Lamoureux, CEO and founder of Designalytics
