Matter executed a strategic and impactful PR program in support of a new and exclusive line launched at CVS Pharmacy aimed at taking the stigma out of home health care products. Through quality media coverage, influencer content, thought leadership opportunities and a large-scale celebrity partnership, Matter positioned CVS as a true leader in customer-driven innovation, filling unmet needs in an often-overlooked category. Launch awareness and buzz brought the product line to life through real and relatable conversations that helped shift perceptions and drive product sales.