• Gen-Z CVS shoppers highly appreciate sunscreens that keep their skin glowy and hydrated, even willing to splurge on quality.
  

• Skincare products meant for daily use, specifically those for nighttime routines, are praised for their noticeable effect on dryness reduction.
  

• Clay and mud masks with added benefits, such as AHA properties, are well-received, becoming a trusty staple in Gen-Z customers' routines.

• Tatcha Indigo Overnight Repair Cream Treatment is highly praised for calming Rosacea and hydration.
  

• Glow Recipe Plum Plump Hyaluronic Serum is a customer favorite, known for its effectiveness on redness and being lightweight.
  

• Customers admire the lightweight and hydrating properties of products, implying a demand for non-greasy formulas.

• Gen-X consumers overwhelmingly appreciate receiving skincare gifts, indicating opportunities for promotional campaigns.
  

• "Love this product" indicates high customer satisfaction — emphasize top-rated products in marketing materials.
  

• "Gentle and effective" comments highlight products' effectiveness without causing irritations — a key selling point for sensitive skin products.

• Many Gen-Z CVS shoppers report negative reactions to skincare products, citing breakouts, greasiness, and severe allergic reactions.
  

• Products that are heavily promoted on social media tend to raise high expectations, but often disappoint in actual performance and smell.
  

• Despite negative experiences, some products still garner praise, indicating a product's quality might vary greatly between individuals.

• Customers find issues with product consistency, particularly with respect to formula changes and product quality.
  

• Some products face issues with packaging and spillage, leading to consumer dissatisfaction.
  

• Despite certain drawbacks, there are high praises for fragrances, the efficacy of products and appreciation for limited edition items.

• Customers find the effectiveness of skincare products underwhelming, indicating need for formula improvement.
  

• Many users are not satisfied with recently changed formulas, suggesting preferences for previous formulations.
  

• Although some positive reviews are noted, products are often deemed overpriced for the quality offered.

Content Direction 1

GenZ

Test Content: "Unleash Your Glow with CVS"

• Content Strategy: Create a social media campaign featuring tutorials on achieving radiant, youthful skin using CVS products.

• Strategy: Gen Z shoppers appreciate products that enhance skin appearance, particularly those that make skin glow and look younger.

Content Direction 2

Millennial

Test Content: "Simplify Your Skin Care with CVS"

• Content Strategy: Use targeted ads to promote a curated line of CVS’s no-fuss, essential skincare products aimed at Millennials looking for effective, straightforward solutions.

• Strategy: Millennials express dissatisfaction with new formulas not meeting expectations, highlighting a desire for simple, reliable products. This campaign focuses on the effectiveness and simplicity of CVS’s offerings.

Content Direction 3

GenX

Test Content: "See the Difference with CVS"

• Content Strategy: Feature before-and-after results of real customers who have used CVS products, highlighting the immediate and noticeable improvements.

• Strategy: Generation X has expressed a need for products that show immediate and significant changes. This campaign leverages real customer experiences to demonstrate the efficacy of CVS products, directly addressing this demand.