Fall Into Beauty – A gorgeous collaboration


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

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

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

laptop beauty


Walmart customers



Walmart stores/share of

ad-exposed revenue


Likelihood of purchase by

as-exposed shoppers

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

  • Timing
    • September 30 - November 3, 2019 Walmart.com
  • Channels
    • Across the web (select sites and social media)
    • Walmart stores
    • Homepage Lockout
    • Custom landing page
  • Tactics
    • Custom editorial
    • Live store activations
    • Push notifications
    • Makeup
    • Nails
  • Categories
    • Skin Care
    • Inner Beauty
    • Fragrance
    • Walmart eCommerce
    • Beauty Category Managers
  • Walmart team collaborators
    • Fashion Editorial
    • Marketing
    • Walmart Media Group          
  • 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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