CVS launches interactive 360° ad campaign with OmniVirt for BeautyIRL retail experience

CVS launched an interactive 360° ad campaign to promote its new BeautyIRL retail experience in partnership with OmniVirt. 

To enhance the current drugstore consumer journey, CVS is launching BeautyIRL, a “shop-in-shop” experience where customers can try on makeup and hair products and receive walk-in and on-demand salon services through a partnership with Glamsquad.

BeautyIRL will be located in CVS’ flagship stores in New York, Massachusetts, Connecticut and Florida.

To promote its innovative transformation of the beauty retail experience, CVS is using interactive 360° content to transport people virtually to BeautyIRL stations so customers can get as close to “In Real Life” as possible.

The ad campaign features interactive 360° photos of BeautyIRL stations with clickable hotspots that link to more information about Glamsquad and other BeautyIRL offerings like Wonder Wall, a wall full of miniature beauty products.

The CVS team, including creative agency Standard Black and media agency Universal McCann,  turned to OmniVirt to package the content into 360° ads.