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Fall Into Beauty – A gorgeous collaboration

2019
Background

In 2019, Walmart saw an opportunity to re-engage and re-educate Beauty customers with an innovative omnichannel experience involving several top advertisers.

Goals
  • Drive Beauty discovery and trial.
  • Boost online and in-store sales
Solution

Walmart collaborated with advertisers to develop Fall Into Beauty, a 5-week multiple-category experience across Walmart.com and Walmart stores.

Laptop with Fall Into Beauty marketing campaign

Fall Into Beauty

Walmart teams worked together to make Walmart.com/Beauty a prestige beauty destination. Each week focused on a different beauty category. Editorial elements included beauty personas with multiple stories and seamless design across ads and site content. A Zip Code finder directed online customers to Walmart stores, where they could purchase the products.

A Seamless Beauty Experience
TimingSeptember 30 - November 3, 2019
ChannelsWalmart.com

Across the web (select sites and social media)

Walmart stores
TacticsHomepage Lockout

Custom landing page

Custom editorial

Live store activations

Push notifications
CategoriesMakeup

Nails

Skin Care

Inner Beauty

Fragrance
Walmart team
collaborators
Walmart eCommerce

Beauty Category Managers

Fashion Editorial

Marketing

Walmart Media Group
Takeaways
  • Invest in category experiences and activations to inspire brand discovery and product trial, and to increase sales.
  • Include searchable information to direct digital customer to live store events.

Metrics: 3Q, 4Q FY20

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