Walgreens Untold Beauty
Creating a space where every shopper can feel seen
Brand
Unilever
In 2022, Unilever’s Untold Beauty program used models and influencers to help multicultural shoppers see themselves, not yellow sales tags, in the aisles of Walgreens.
While we made an impact, there was still room to grow.
This year, we broke new ground by featuring photos of real shoppers alongside their stories and brought them to life across the entire spectrum of Walgreens retail media.
2024 Awards
+ Gold REGGIE: GEM Award for authentic portrayal of women and girls in advertising
+ Silver REGGIE: Retail Media Networks
+ Bronze REGGIE: Partnership Marketing
2023 Awards
+ Silver Effie: Single-Retailer Program - Drugstores / Commerce & Shopper
+ Silver REGGIE: Shopper Marketing, Retailer Specific or Omni-Channel Marketing
+ Bronze REGGIE: GEM Award for authentic portrayal of women and girls in advertising
Free Immediate Delivery
May cause warm feelings and extreme pride in self.
No models.
No influencers.
Real people.
We revolutionized our second year of Untold Beauty by making Walgreens shoppers and Beauty & Wellness Consultants the faces of our program.
Over 21 million views
Untold Beauty social content featured authentic conversations with people as they shopped at their local Walgreens. It was so engaging that Walgreens shared it on their platform.
The Untold Beauty brand page featured real quotes and product recommendations from the Walgreens community.
We partnered with expert storytellers at The Moth for exclusive writing workshops to help Untold Beauty participants tell their stories on The Moth Podcast and Radio Hour.
From value to values
Targeted ads, emails, and first-of-its kind in-store radio spots shined a light on the faces and voices of the Walgreens Untold Beauty community.
Untold Beauty will expand its reach and continue its mission to help underrepresented groups feel heard, not just seen. Because while we achieved the goals we initially set, this work is never done.
REVIEW
Mary Drapp
Health & Beauty Shopper Marketing Lead, Unilever
Through our groundbreaking partnerships with Walgreens, alongside the profound collaboration with The Moth, our platform emerges as a testament to inclusivity and empowerment. Celebrating diversity and amplifying stories untold – I'm so proud of this work, and thrilled that it has been honored with multiple awards.
Jennifer Volz
Senior Manager, Beauty Customer Care Program Development, Walgreens Co.
Walgreens was thrilled to join forces with Unilever to give Untold Beauty stories a platform that elevates our multicultural community. Our Beauty & Wellness Consultants are committed and passionate about connecting with our customers, making them feel beautiful, and fostering a legacy of inclusivity and empowerment. We are proud of the meaningful impact they’ve made in the communities and lives of our Walgreens customers.
Rachel Duncker
Executive Producer
By involving real consumers as our models and brand voices, Unilever and Walgreen’s gave a platform to their consumers in a way that amplified authentic, unique beauty stories. Witnessing our participants’ bravery, openness, and poise was humbling — and it was a career highlight to find and work alongside partners (like Meika Ejiasi and The Moth) who had just as much heart for the campaign as we did.
Katie McElligott
Vice President, Creative Director
Untold Beauty has changed me in ways I didn’t expect. While I knew we’d be telling stories the world needs to hear, I never imagined the amazing faces I’d get to meet in person, or the journeys that would be told. Our partnership with The Moth has been personally transformative as it allowed me to step on a stage and tell my very own Untold Beauty story.
