COVERGIRL

Campaign Plan for COVERGIRL

Compiler of Portfolio:
Taylor Morelli

Group Project Team Members:

Katie Cushinotto (Editor)
Katelyn Kuster
Lauren Lamastra
Taylor Morelli
Anjanique Kent (Coordinator)

Spring 2018 COMM 2405-001 Introduction to Advertising

Stockton University • May 4, 2018

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 Table of Contents

The Consumer Audience ……………………………………………………………….………….1

Situation Analysis

Consumer Analysis

The Advertising Media …………………………………………………………………………...11

Overall Media Strategy

Media Vehicle Selection

The Message Strategies ………………………………………………………………..................19

Overview of Message Strategies

Overview of Message Approaches

The IMC Tools ……………………………………………………………………………………28

Promotions

Public Relations

Direct Marketing

Appendices ……………………………………………………………………………………….37

Advertising Copy

Print Ads

Online Banners

Script & Storyboard

Group Project Proposal

Presentation Outline

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COVERGIRL
Part One:
The Consumer Audience

By Anjanique Kent & Katelyn Kuster

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 Part One: The Consumer Audience

Situation Analysis
Brand Introduction
COVERGILR is an American cosmetic brand that was founded by Noxzema Chemical Company
in Baltimore, Maryland during the 1950s. The brand began by nationally selling its first two
products, COVERGILR Liquid Make-up and COVERGILR Compressed Powder, in 1961.1 In
the years following, Noxzema created several different products for its COVERGILR brand
including lipstick, mascara, and eye shadows. Despite the consistent innovation, Proctor &
Gamble acquired COVERGILR and Noxzema products in 1989.2 After the acquisition, P&G
agreed to reformulate a large number of products to make them for safe for consumers and the
environment.3 The company recruited many women including Carol Alt, Queen Latifah,
Rihanna, and most recently, a man James Charles to represent the “COVERGILR’s.”
After nearly 30 years with COVERGILR, P&G decide to sell it and several other brands to Coty,
which is a cosmetic brand manufacturer, founded by Francois Coty in 1904.4 The brand
COVERGILR is almost 60 years old and so is there their slogan, “Easy, Breezy, Beautiful,
COVERGILR.”
The new slogan, “I am what I makeup,” is much more appropriate for Coty’s new campaign for
COVERGILR, which include individuality and diversity as the main focal points. It is the idea
that we should celebrate all standards of beauty instead of just one. The company is doing so by
employing an entirely new lineup of COVERGILR’s, all from varying professional and ethnic
backgrounds. This furthers Coty’s plan to include all women and encourage them to express
their individual beauty.
We would like to push forward everything that Coty is already doing. The idea of focusing on
the unique aspects of every person makes this brand even more relatable. We want to use a
campaign that encourages current and prospective customers to use our brand as a means of

1
Bennett, James. “Cover Girl,” Cosmetics and Skin: Cover Girl, 2018,
cosmeticsandskin.com/companies/cover-girl.php, (15 February 2018).
2
“P&G Company History 1837-Now,” Proctor Gamble, 2006,
www.pg.com/translations/history_pdf/english_history.pdf, (15 February 2018).
3
“COVERGILR: Explore Facts About This Cosmetic Brand.” Consumer
Health Digest, 2018, www.consumerhealthdigest.com/brands/COVERGILR, (15 February 2018).
4
“COTY Announces Transformation in COVERGILR Brand.” Transformation of Iconic COVERGILR
Brand, 2018, www.coty.com/in-the-news/press-release/coty-announces-transformation-of-iconic-
COVERGILR-brand, (15 February 2018).

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expression for all. With hopes of continuing innovation to the brand, we plan to see many new
products and COVERGILR’s.
SWOT Analysis

Strengths

1. Being that COVERGILR has existed for nearly 60 years throughout different acquirers it has
an already established brand.
2. After the acquisition of COVERGILR by Proctor and Gamble, they agreed to reformulate the
products to make them safe and paraben free.
3. With all the celebrities that COVERGILR employs, their endorsement means a lot to our
customers.
4. The New diverse campaign initiated by Coty provides new models, products, and programs
to encourage new and repurchase.
5. The new owner of COVERGILR, Coty is one of the largest beauty companies in the world,
and acquired several other P&G brands along with COVERGILR. This means that those
unfamiliar with COVERGILR may become familiar with the help of some other brands
under Coty’s umbrella.

Weaknesses

1. We have few representatives from audiences that we are trying to target.

2. Not having luxury cosmetics could result in a loss of high-end customers.
3. Despite the plea for safe makeup, COVERGILR cosmetic do perform testing on animals.
4. We do not have our own store; therefore, we must look to our retailers for extra
advertisements

Opportunities

1. New acquisition of Coty will encourage all types of beauty enthusiasts to use COVERGILR.
2. Array of new products will open up market to those with specific skin care needs.
3. Non-gender binary makeup line will further increase target audience.
4. Representation from models in other industry can allow for new ventures in other markets.

Threats

1. Other more luxury brands are established and already growing alongside COVERGILR.
2. Along with losing the old slogan, we may also lose Celebrity endorsements with those who
miss the “old COVERGILR.”
3. Aggressive competition with many potential competitors selling quality products within the
same range.

Consumer Analysis
Campaign Objectives

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1. Promote the new version of the COVERGILR brand.
2. Encourage our consumers to use the new Tagline.
3. Support all beauty enthusiasts in an effort to express their individuality.
4. Open up channels of collaboration with other industries and models.

Target Audience

Our target audience includes all genders and ages. We target those from varying social classes,
although we have a very affordable product. The occupations of our audience range from
students to professionals. We want to encourage work to be a part of expressing individuality, so
we encourage all fields and industries to use COVERGILR as a means of self-expression. In
2018, COVERGILR expects to release another 140 products to the public; this will make
expression and individualism even easier for our customers.5

Positioning Statement

“COVERGILR is an affordable brand that encourages all beauty enthusiasts to express their
individuality.”

Rationale for Positioning Statement

Makeup has become a way of self-expression. We want to promote those of all genders,
backgrounds, ages, and ethnicities to express their inner feelings outwardly. COVERGILR
products are very affordable and easy to apply. Beauty enthusiasts can be anyone, we want
everyone to be enthusiastic about personal expression.

Cultural/Social Influences

Cultural influences account for the history and area that creates beliefs and values within a
community. It consists of tangible and intangible items that when combined help define a
specific group of people or way of life. On the other hand, values are related to a person’s
attitudes and behavior. Elements of cultural influences include culture, subcultures, values and
consumer core values etc. Social influences refer to such social factors as social class, reference
groups, and family and demographics.

Culture

COVERGILR products have always made customers feel like being beautiful is easy. From the
beginning, labeling their products “medicated” began an era of feeling like natural beauty was
essential. As society changes, so has the brand, and we now want to encourage expression of
individuality above all else. While COVERGILR is an American brand, Francois Coty from
Paris originally founded its new owner Coty. With already established international connections,

Schiffer, Jessica, et al, “A Complete Breakdown of the COVERGILRRelaunch,” Digiday, 28 Nov. 2017,
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digiday.com/marketing/complete-breakdown-COVERGILR-relaunch/, (15 February 2018).

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COVERGILR’s culture can begin to focus on its new objectives and encouraging people from
not only America, but around the world.

Norms & Values

The values for COVERGILR have always been affordability and convenience. After much
needed innovation, we can add diversity, creativity, and inclusion to the list. COVERGILR’s
norms socially attributes to self-expression and acceptance overall. With the updating of the
brand, COVERGILR plans to redefine the norms and rules related to makeup and open up the
brand to everyone.

Consumer Core Values

COVERGILR’s core consumer values include a sense of belonging, excitement, fun and
enjoyment, and warm relationships. COVERGILR respects differences and accepts all standards
of beauty. Since the 1950s, COVERGILR has advertised medicated and “clean” makeup. The
past seventy decades have seen the progression of makeup and beauty.6 From those who only
wear mascara to those who have a full routine, all COVERGILR customers share the values of
diversity and inclusion.

Subcultures

COVERGILR is targeting beauty enthusiasts, bloggers, and the everyday makeup wearer to have
fun with makeup and use it to enhance their beauty. In addition, COVERGILR is marketing to
everyone, not just young females. With this approach, COVERGILR can easily adapt to society.
Women are no longer the only audience for makeup brands. Males and the LGBTQ community
members have prominent roles in the makeup industry. Seeing COVERGILR’s previous strides
to step out of their usual market by hiring James Charles as the first male spokesperson for
COVERGILR demonstrates how they are assimilating to today’s new society and culture.

Social Class

COVERGILR is a drug store brand, so it has to be affordable for all socioeconomic classes to
purchase. With that being said, the target audience is working to middle class consumers. They
can afford reasonably priced makeup and use makeup in everyday life. Despite the low prices,
COVERGILR is a very reliable makeup brand, the formula is safe, and the makeup can be easily
mixed with lower or more luxury brands of makeup.

Reference Groups

Reference groups refer to a group of people who are used as a guide for behavior in specific
situations. Examples of reference groups range from political parties to religious groups,

6Bennett, James, cosmeticsandskin.com/companies/cover-girl.php.

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racial or ethnic organizations, clubs based on hobbies, informal affiliations such as coworkers or
students or neighbors. The reference groups for COVERGILR include working women, beauty
bloggers, and those that belong to Generation X.

For COVERGILR’s target audience, COVERGILR products are daily necessities used in public,
which means reference group influence is heavy on the brand, but light on the product.
Therefore, we’ll use reference group influence as our marketing strategy to promotion
COVERGILR as the most desirable brand for women of all ages.

Family

Family tradition plays an important role in the consumer market. Since COVERGILR has been
around for so many years, the tradition of COVERGILR allows mothers and daughters to share a
teenage girl’s first makeup experience with COVERGILR. This is important because it allows
both mother and daughter to share similar products, but also see how far the makeup industry has
come. It also allows mothers the opportunity to tell their daughters how important it is to express
individuality.

Demographics

COVERGILR is a global brand, so its client demographic has to appeal to all ethnicities.
Makeup is also no longer gender specific, so COVERGILR targets not only women, but all of
those who are beauty enthusiasts. COVERGILR is targeting younger generations with non-
binary products for all ethnicities. Focusing on the array of different products that we place in
our retailers will also depend on the demographic in the area of the retailer. For example, in an
area with a higher population of people of color, we would want to show off our array of shades
to showcase all the diversity in the area.

Psychological Influences

Psychological influences refer to the internal elements that affect how you respond to ad
messages as a consumer. Advertisers are particularly interested in understanding which internal
psychological factors motivate people to respond as they do.

State of Mind

In the Maslow Hierarchy of Needs, Cover Girl is at the level of belongingness. People who use
products at this level tend to seek love, friendship and acceptance by others. Your state of mind
affects the way you perceive information. It refers to the mental states that can color your
feelings and make you more or less receptive to a brand message.

For most makeup company’s, the state of mind for models and customers is that beauty is
key. When wearing makeup, it is often believed that the goal is to cover or hide. For instance,
foundation is often referred to as “cover-up.” Foundation is the proper word because it is laying
the framework for the rest of the makeup that will be put on a woman’s face, further enhancing

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her beauty. COVERGILR wants to allow its customers to use their foundation as the base of
their creativity.

Needs and Wants

As stated previously, the physical product of makeup is more of a want than a need. However,
beauty enthusiasts have a need to express creativity and individuality, but they also want to make
sure they look their best at all times. On the other hand, some people use makeup only for
special occasions because they want to look nice. Both needs and wants in regards to not only
COVERGILR makeup, but all makeup go hand in hand.

Satisfaction

Issues within the makeup industry often include the difference between what you thought a
product would look like on you and what it actually looks like. This can be the main drawback
in regards to customer satisfaction. A few things that COVERGILR can begin to test and
improve upon are better return policies with retailers. Issuing a “love it or return it policy” when
buying from our website will make customers feel more at ease when purchasing a product,
especially if it is the first time they are trying it. In exchange for a customer’s unsatisfied
purchase if they have to return something, COVERGILR will give them a full refund with the
amount placed back on their credit card and will provide a discount code for 20% off their next
product, if they choose to purchase something again?

Motivations

To cater to the interests of our main target audience, we’ll air COVERGILR commercials in such
movies and TV shows as Fifty Shades of Grey, the Notebook, Sex and City, Orange is the New
Black etc. For COVERGIL Radio commercials, we’ll reach our target audience through FM
Jamz, DWST, DWSM and similar pop radio stations or networks. Opportune time slots for
COVERGILR ads would be Monday through Thursday, one in the morning for those on their
way to work and one in the late evening for coming home. On the weekends we could advertise
on TV more heavily because our target audience will spend more time to watch their favorite
movies or TV shows.

COVERGILR should have four major times of the year where it campaigns very heavily. They
should all be at either the start or end of a season. These advertisements should include
suggestions on makeup looks and skin care for that season approaching. This would make
customers more likely to wear cosmetics throughout the year, even in the summer. Ensuring that
you have a summer proof makeup, would make anyone consider a full face in 80 degrees. On
YouTube we always see beauty gurus doing over-the-top makeup looks for things like prom
parties, the Valentine’s Day, Fourth of July or Christmas. Most assume that it should be left to
the professionals; however, advertising on very colorful and themed holidays could allow even
our minimalists to get involved in the fun and creativity.

COVERGILR is an already established brand, trying to make even more improvements to its
campaign to allow for a greater target audience. Aside from the strides it is already making,
using TV advertising could further help to motivate customer purchases. Being that our

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audience no longer applies to only women it would be imperative to add our advertisements to
other networks such as the home improvement and cooking channel. These are two industries
that include both hardworking and creative individuals who would appreciate these
advertisements.

Attitudes and Values

Most attitudes towards makeup can be on very different ends of the spectrum. Some feel it is
unnecessary and only meant to hide imperfections. Others feel that it makes you glamorous,
elegant, or put together. Although it is often hard to change attitude and values because they are
deeply rooted, we will try to show customers that there is a large space in between that spectrum
and they can fit anywhere on it.

Personality

Personality refers to consistency in behavior in terms of how people react to events and
situations and behave in various roles. Distinctive characteristics that make people or brands
individual. The idea of personality traits has been adapted to brands. COVERGILR’s brand
personality is lively, efficient, glamorous, and romantic. This is the image COVERGILR has
created for the brand through its consumer advertising.

COVERGILR’s personality before its ownership by Coty could be described as considerate and
practical. This brand has always been known for its clean, safe, paraben-free products.
Considering that makeup should be used with proper skin care is something that COVERGILR
accounted for with their brand. Being a high quality but low cost product certainly shows
practicality. A lot of high end brands have foundations for 40 dollars and up, for a working class
citizen such luxury products may not be as practical.

With the shift in their campaign we also see the addition of other personality traits. The addition
of new products, models, and administrators in the company, influences COVERGILR
contemporarily. COVERGILR is now accounting for not only changes in consumers but
changes in lifestyles and society. The newest version of the COVERGILR campaign accounts of
everyone despite of, race, gender, field or industry, etc. In addition, COVERGILR has become a
very supportive brand. We support our customers by providing exact products from specific
consumers. Also, we have introduced all new models whose jobs were not modeling. We had to
be supportive of these individuals’ careers, into transition to COVERGILR’s. Lastly, even
though Coty purchased COVERGILR we still have to be supportive of them and all the other
brands they acquire; as a result of doing so we can open a market for collaborations with those
brands.

Psychographics

Psychographics refers to lifestyle and psychological characteristics such as activities, opinions,

and interests (AOI).Psychographic factors are more relevant in explaining consumer behavior
than are the simpler demographics. For instance, two families living next to each other with the
same general income, education, and occupation profiles may have radically different buying

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patterns. Products are linked to lifestyles in the way they reflect the interests of people and the
settings in which the products are used.

The VALs System categorizes consumers according to psychological traits that correlate to
purchase behavior. Advertising agencies correlate the VALS groups with their clients’ products
and use this information to design ads and select media. A large percentage of COVERGILR’s
target audience would fall in to the VALS group of experiencers.

Experiencers are avid consumers and spend a comparatively high proportion of their income on
fashion, entertainment, and socializing. Their purchases reflect the emphasis that they place on
looking good and having "cool" stuff.

Behavioral Influences

Behavioral influences are the key factor in describing the relationship consumers have with a
product category or a brand. Our campaign strategies will be based on our customers’ behavioral
characteristics in the following three areas:

Quantity Usage

The point of our campaign is to gain new customers, as well as appreciating our loyal customers.
Each customer should be targeted differently based on the amount of the product they buy.
Below are different strategies that COVERGILR will use to keep our customers happy and
involved in our products.

Light Users: These users will receive emails when new products are released and when we have
promotions going on. Attached to the email, they will also get a 25% off coupon for the new
product.

Medium Users: They will receive emails more frequently with 50% off coupons that do not
expire and will also receive free samples in the mail.

Heavy Users: Although we want to focus on all of our customers, we really want to show
appreciation for our heavy users and their loyalty to our brand. For their loyalty, they will
receive a $100 gift card to use on any of our products, both online and in-stores.

Brand Relationship

Keeping a strong relationship with loyal and regular customers is very important, but we want to
expand that relationship to first time buyers to let them know what we have to offer. Below are
two strategies that COVERGILR will use to keep our loyal and regular customers happy, as well
as impressing our first time buys and proving to them that this is the makeup they want.

Loyal and Regular Customers: To keep a strong relationship with our loyal and regular
customers we will reward them every time they spend more than $25 online and in-store. They
will receive a $15 gift card that does not expire, to use online or in-store.

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First Timers: When a first time buyer buys their first product, they will receive a 50% off coupon
that can be used on any product in-store or online. We hope that they use the coupon to buy a
second product and then continue to buy more of our products.

Non-Users: People who are non-users of COVERGILR are most likely using higher end
products such as Chanel, MAC, and Giorgio Armani. These users do not use our products
because they are satisfied with the products they are already using. Although these users are not
using COVERGILR, we still want to reach out to them and let them know that COVERGILR is
worthy to be in their makeup rotation. For these users, COVERGILR will offer them a 50% off
coupon that does not expire.

Switchers: These users have used COVERGILR before, but have decided to move on and try
other products. They will continue to receive emails about our new products and what we have to
offer. For example, they will be alerted of our new foundation formulas and will be given a 50%
off coupon that does not expire. We want to keep these customers in the loop considering they
have used the product before. We want to let these customers know that COVERGILR is always
improving their products in a way that will suit everyone.

Innovation

In the context of marketing and advertising, innovation refers to Rogers’ adoption process, which
describes personal behavior and how the behavior reflects the speed with which people are
willing to try something new. On the diffusion of innovation curve, the consumer population is
divided into five consumer segments, which are innovators, early adopters, early majority, late
majority, and laggards.

Innovators: Innovators represents 2.5% of the entire consumer population. They are small in
number but they are important influencers and trend setters. In the beauty world we see a lot of
our innovators, being the ones on YouTube demonstrating and reviewing the newest products.
This could be used to COVERGILR’s advantage, also while supporting those gurus. We could
send a few YouTubers some of the newest products we are hoping to debut. These bloggers
could use their channels to review and demonstrate the use of the new products. This could
further the exposure of the blogger and for the newest products by COVERGILR. This could act
as a VIP group for COVERGILR users, and even encourage more beauty bloggers.

Early Adopters: Early adopters are those who enjoy getting the latest clothes and technology.
This group is made up of high media users that will take advantage of our guru demos. We can
offer them access to the latest news regarding COVERGILR products. They will also get
exclusive offers at stores that sell COVERGILR products, such as Sephora and Ulta Beauty.

Early Majority: This group of consumers represents 34% of the consumer population.
Consumers in this segment are more likely than the late majority to emulate innovators and early
adopters. We’ll influence the behavior of these customers with commercials and high quality
print ads featuring YouTube stars. Below is our rationale for choosing YouTube stars over big-
name celebrities.

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Late Majority: Like the early majority, the late majority accounts for roughly 34% of the
consumer population. These consumers will adopt a new product only after seeing that the
majority of the population already has. People in this segment are typically older, less affluent
and less educated than segments that more readily adopt innovative products.

COVERGILR products fall into the category of necessities used in public. In this case, reference
groups have light influence on the product, but heavy influence on the brand. Therefore, we’ll
use reference group influence as a marketing strategy to create a sense of belonging among the
late majority who may wish to get caught up on the trend after seeing many of their peers are
using COVERGILR products.

Laggards: Laggards refer to the last group of consumers, they are very conservative and have
little opinion leadership. While it may take time for the laggards to finally decide on
COVERGILR they will be the most loyal. These consumers are known to be older with less
social and financial statuses, making them cautious but comfortable in their purchases. Being
that laggards do not listen to other opinions theirs may be taken in higher regard. To persuade
them to make purchase decisions and help maintain positive image of the brand, we can offer
this group rewards for customer loyalty and reference to others. This kind of behavior for
COVERGILR shows proof of support of even the most stubborn but loyal customers.

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COVERGIRL
Part Two:
The Advertising Media

By Katie Cushinotto, Taylor Morelli

& Laurent Lamastra

1
 Part Two: The Advertising Media

Overall Media Strategy

Major Media Types

The COVERGIRL brand has been heavily advertised on television over the past several years. Last year,
COVERGIRLannounced that it was no longer using its old iconic slogan, “Easy. Breezy. Beautiful.”
Instead, the brand is adopting a new slogan called, “I am what I make up.” With this new slogan of
course comes a new logo, new product overhaul, and of course, a new advertising campaign. On January
29, 2018, the brand released a new commercial “where a woman talks about her varying appearances and
that she can express who she is right now and who she wants to be – all with the new COVERGIRL.”7
So far, the ad has aired nationally over three hundred times. As a matter of fact, in the last several weeks,
COVERGIRL has spent more than $3.5 million on new creative advertising media to promote their new
campaign.8

With COVERGIRL’s heavy television commercial presence, we plan to use this media type to our
advantage in the advertising campaign. COVERGIRL also does very well with magazine advertising,
such as in fashion and lifestyle magazines like Seventeen, Elle, and Cosmopolitan. We plan to use this to
our advantage as well, and continue to advertise COVERGIRL products in weekly flyers, such as
promotional ads for Ulta Beauty, which also offers a weekly discount coupon to use on any products
bought within the store.

Minor Media Types

Minor types of media advertising that we plan to use involve pop-up ads on Facebook and
sponsored videos and promotional ads on Instagram and Twitter. COVERGIRL will use
newspaper, outdoor and radio advertisements as minor media types for our campaign.
Newspaper readership has declined greatly over the last several years, especially among young
people. Billboards on highways and digital displays could increase brand recognition, we will
use themin large cities but not in an extensive amount because of the cost. Lastly, radio
advertisement will be used via online streaming radio such as Spotify. Online streaming radio
will be able to reach the newer generationsof consumers, especially Generation Z who is among
ourtarget audience. Generation Z is the first generation to grow up completely immersed in a
digital environment. Having never lived in a world without internet, connecting and engaging
through digital media is not necessarily a conscious decision, but more so a part of this
generation’s culture. According to a study by Goldman Sachs, nearly half of Gen Z’s are

7
Rachel Gursky, “COVERGIRL has a New Look and a New Ad Campaign,” Kantar Media, 8 February
2018, https://www.kantarmedia.com/us/thinking-and-resources/blog/whos-on-top-advertising-creative-
012918. (18 February 2018).
8
Gursky, https://www.kantarmedia.com/us/thinking-and-resources/blog/whos-on-top-advertising-creative-
012918.

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connected online for 10 hours or more per day through their mobile phones and other devices.9
In addition, Spotify ranks first for frequent listening among Gen Z’s. 10

Media for Brand Awareness

To increase brand awareness for COVERGIRL, we will primarily utilize online media.
COVERGIRLneeds a strong online presence because online shopping is a thriving market.
According to the statistics portal, Statista,11retail e-commerce sales worldwide are forecast to
nearly double between 2016 and 2020. During an April 2017 survey, 40 percent of internet users
in the United States stated that they purchased items online at several times per month, and 20
percent said they bought items or services online on a weekly basis.

Media Week12 has incorporated lifestyle preferences and attitudes in its breakdown of the
consumer magazine market into the seven ages of magazine readers, ranging from pre-teens (up
to 12 years) to new navigators (45+ years), This gives us insights into the characteristics of
magazine readers and how we can generate and/or increaseCOVERGIRL’s brand awareness
across different demographic and psychographic groups through magazine advertising.

Media for Ad Recall

To heighten ad recall, we will use a variety of communication touch points including both
traditional media outlets and social media platforms. For example, we will be using traditional
COVERGIRL commercials to display new products. However, instead of having the slogan,
“Easy, Breezy, Beautiful, COVERGIRL,” the commercial now will close with saying the new
slogan, “I am what I makeup.” There will still be COVERGIRL models though, but even their
look will change. The sixty-nine year oldCanadian-South African modelMaye Musk and the first
male COVERGIRL spokesperson James Charles are just a few of the new faces COVERGIRL
will use for their campaigns in 2018. We will also use Facebook, Twitter, and Instagram to keep
in touch with loyal customers about their purchasing experiences and to keep them in the loop of
new products that will be released.

Media for Buyer Consideration

Our company, COVERGIRL, will be primarily using television, magazine advertisements, and
online media for buyer consideration. We’ll be able to reach different segments of your target

9
Panagiaris, Katina. “Millennial who? Marketers move on to Generation Z.” DBC Interactive, November
29, 2017. Accessed April 18, 2018. http://www.dbcinteractive.com/2017/11/29/millennial-who-m-to-
generation-z/
10
Hodak, Brittany. “New Study Spotlights Gen Z's Unique Music Consumption Habits.” Forbes, March 6,
2018. Accessed April 18, 2018 https://www.forbes.com/sites/brittanyhodak/2018/03/06/new-study-
spotlights-gen-zs-unique-music-consumption-habits/#3cecb2e42d09
11
Statista. “Online shopping behavior in the United States - Statistics & Facts.” Accessed April 19, 2018
https://www.statista.com/topics/2477/online-shopping-behavior/
12
Castella, Tom de. Campaign, September 30, 2008 Accessed April 19, 2018
https://www.campaignlive.co.uk/article/seven-ages-magazine-readers/849870?src_site=mediaweek

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audience through these communication touch points. Both television and magazine advertising
will provide a web address to show where COVERGIRL products can be sold at online. To
influence purchase decisions, we will provide a discount code on COVERGIRL’s website
offering 30% off and free shipping for customers buying s product for the first time. This will
help to entice the consumers to purchase from COVERGIRL’s actual retail website instead of a
second hand supplier, such as Ulta Beauty, and it will also act as a reinforcement to urge
consumers to try COVERGIRL products for the first time.

Selection of Media Vehicles

Newspapers

As mentioned in previous discussions, newspapers will play a minor role in the advertising
aspect of our campaign. This is because newspaper readership has declined greatly over the last
several years, especially among young people.13COVERGIRL’s largest consumer group is the
younger generation, so for this reason newspaper advertising will not be used as heavily.
However, some advertising for COVERGIRL will be used in newspapers. For example, recently
The Atlantic wrote an article about the best beauty products to use and how to understand the
science behind beauty products. It would be beneficial and interesting if a local newspaper like
The Atlantic or Atlantic City Press or even a national newspaper, such as The New York Times or
Chicago Tribune, wrote an article about COVERGIRL and everything it had to offer, as well as
competing brands, such as Maybelline. If COVERGIRL were to place an article in a newspaper
about the brand, it would be most helpful for them to pay for preferred-position rate, which lets
the company select the sections the ad will appear in. This important because the COVERGIRL
brand would want the article or ad to appear in a section that appeals to the general audience of
readers.

Magazines

Magazines will play a major role in the advertising process for the COVERGIRL campaign.
COVERGIRL does very well with magazine ads, particularly ads that are in fashion and lifestyle
magazines. For placing COVERGIRL ads in magazines, it will important to consider some of
the following factors. For example, COVERGIRL ads will have to appear to a certain
demographic. Magazines such as, Glamour, Seventeen, and Cosmopolitan all appear to a certain
demographic. This demographic includes beauty enthusiasts that range from teenage years to
those in their fifties and sixties, which is exactly the type of broad audience that COVERGIRL
wants to attract. The most effective type of magazine ad for COVERGIRL to have would be a
double page spread, which is where two ad pages face each other. This would be most effective
so COVERGIRL can take up both pages and have a full spread of as an ad.

Outdoor Advertising

Outdoor advertising refers to any advertising done outdoors that publicizes your business's
products and services. Types of outdoor advertising include billboards, bus benches, interiors

13
Nancy Mitchell, Sandra Moriarty, and William Wells, Advertising Principles and Practice, (Upper
Saddle River: Pearson Education, Inc., 2009), 233.

13
and exteriors of buses, taxis and business vehicles, and signage posted on the exterior of the
brand’s own brick-and-mortar location. An advertiser generally uses outdoor advertising for two
main reasons. The first is for the national advertisers. This medium can provide reminders to
the target audience. The second use for outdoor advertising is directional. Advertising will act
as the primary medium when the board is in close proximity to the product.

COVERGIRL would also greatly benefit from outdoor advertising. It would be beneficial of the
company to find billboard spaces on highways that are going toward shopping malls or outlets,
this way customers see products beforehand, which will therefore entice them to be more
interested in the product. It would also be wise for COVERGIRL to invest in digital displays,
which use wireless technology that can be quickly changed to reflect an advertising situation.
COVERGIRL can place digital displays in malls and around beauty stores, such as Ulta and
Sephora, and even in drug stores like Walmart and CVS to advertise COVERGIRL products.
The digital displays can be brightly colored with decorative font to advertise to beauty lovers.

Radio Advertising

With the addition of satellite radio and web radio, not many people listen to regular FM or AM
radio in their cars anymore. People now use satellite radio stations like Pandora or Spotify in
their cars on their way to work or use things like Radio Pup to stream music on the internet while
they are working. This trend may work to the advantage of COVERGIRL’s advertising
campaign. We can create short commercials for listeners to use while they are streaming live
radio. COVERGIRL can also utilize the majority of dayparts to their advantage because they
will have such a broad window to advertise. For example, many beauty enthusiasts listen to
satellite radio stations like Spotify or Pandora on their way to work or to school in the morning.
If they work in an office, they may listen to these stations throughout the day. They will also
most likely listen to the same stations on the way home from their commute as well, and once
they get home, they may continue listening to the radio while cooking or working out.
COVERGIRL may also benefit from spot radio advertising, which is when an advertiser places
an advertisement with an individual station rather than through a network. Spot radio advertising
makes up nearly eighty percent of all radio advertising. Spot messages can also be tailored for
specific audiences. Through spot radio advertising, we can have our commercials played on
Spotify and Pandora. Also, since spot messages can be tailored to specific audiences, this can be
of a big advantage. For example, if a similar commercial about beauty comes on the air from
Maybelline or Revlon and a listener clicks on that, it will continue to play similar commercials
for that listener which will include COVERGIRL commercials since they are all grouped in
similar categories.

Television Advertising

Television advertising is effective because it brings brand images to life and adds personality to a
brand.14 There are three different forms of advertising: sponsorships, participations, and spot
announcements. The most effective form of television advertising for COVERGIRL would be
participations, which is when advertisers pay for ten, fifteen, twenty, thirty, or sixty seconds of
commercial time during one or more programs. In participation advertising, the advertiser can
14
Mitchell, Moriarty, and Wells, 270.

14
buy any time that is available. It is also the most common one used in network advertising
today. Other benefits is that it provides more flexibility and the price is based on the day part
during which the commercial is shown.

COVERGIRL commercials would be more beneficial to the company if they aired on channels
such as ABC, particularly during shows such as The Voice, American Idol, The Bachelor, or
Dancing with the Stars because of the particular audience it attracts. It would also be beneficial
if commercials aired on channels, such as The CW, Hallmark Channel, Oxygen, or MTV. This
is particularly because the majority of viewers who watch these stations are women that range
from a variety of ages. The best time to air COVERGIRL commercials would be at night,
particularly between 7-10pm when prime time television shows air their new episodes.

Product Placement

An example of COVERGIRL products being used as tools of product placement is in the movie
Pitch Perfect 2. Becca, the main star, is getting ready backstage by a team of beauty
professionals. Behind her, on the makeup counter, is a makeup bag that says “COVERGIRL” on
it, along with various COVERGIRL products, such as eye shadow, mascara, and lipstick spread
out around the bag.

Product Integration

Project Runway is a great choice for product integration of the COVERGIRL brand. Project
Runway is a television program with new fashion designers trying to win a $100,000 prize to
launch a clothing line. In Project Runway’s sixteenth season, they have made drastic changes
pertaining to diversity and size of the models. This aligns with COVERGIRL’s new campaign
that is inclusive and aims to empower women. Project Runway will only use COVERGIRL on
their models, for the COVERGIRL logo and products will be seen throughout the program.

Online Advertising Media

Online product browsing and shopping has grown exponentially over the past several years, and
with that, the amount of online advertising has also grown. Online advertising can come in many
different forms, such as display ads, search engine marketing, e-mail marketing etc.

Banner Ads

Banner ads are a type of display ad. They are small ads on a host web page that people can click
on to move to the advertised website. They appear as leaderboards for skyscrapers. Banner ads
are easy to create and are usually placed on a website featuring complementary products or
related topics.15 We can use banner ads to generate interests for COVERGIRL. They can also
serve as brand reminders.

Social Media Advertising

15Mitchell, Moriarty, and Wells, 290-291.

15
For our advertising campaign, we plan to use all forms of social media to advertise
COVERGIRL products. Facebook will feature all of our current promotions and advertisements.
Instagram will display our new products and provide a link to our store. We will use YouTube
to post all of our advertisements and videos from our brand ambassadors and makeup tutorials.
Finally, Pinterest will share pictures of unique makeup looks for every occasion.

Facebook

Facebook can be used to place ads and promotional videos on people’s timelines. This will be
particularly enticing to people because as they see the promotional videos appear, which in turn
will lead them to be interested to click on the ad and learn more about the product.

Instagram

Instagram will be used to display photos of new products. For example, brands have a particular
way of arranging products to make them more visually appealing on social media, especially
Instagram. This may include arranging products around Christmas trees for presents for
Christmas or red and pink hearts and cupcakes for Valentine’s Day. When photos are presented
and arranged in a particular way, it makes the product more visually appealing which will in turn
entice viewers to want to learn more about the product.

YouTube

YouTube will have a variety of videos for our consumers to view, which will include everything
from our advertisements, to beauty bloggers using COVERGIRL products, and reviews of our
products and videos of our brand ambassadors. We can also purchase advertisements on
YouTube so that our ads play before other videos.

Pinterest

On Pinterest, COVERGIRL will use unique makeup looks and photos of new products to
advertise. This will give customers new ideas for doing their own makeup and promote our
products. Our page will include everything from wedding looks to Halloween makeup.

Guerilla Marketing Strategies

Guerilla marketing is the use of unconventional and low-budget brand experiences and
encounters designed to grab attention. The idea is to use creative ways to reach people where
they live, work, and walk to create a personal connection and a high level of impact.

Street Team

1. We will use the experimental street team as one of our guerilla marketing strategies. This
display will be set up in a city. We will send COVERGIRL brand ambassadors out and
allow the crowd to test out COVERGIRL products on the brand ambassadors. This will give

16
 the audience a hands-on experience with the products and allow them to practice their
makeup skills with the help of beauty professionals.

2. We will also be using the vehicle street team as one of our guerilla marketing strategies. We
will have a COVERGIRL bus displayed in a city or outdoor shopping plaza that will allow
people to come inside the bus and either receive a makeover, tips on how to do certain
makeup styles, or give them the opportunity to test out products.

3. Finally, we will also use the retail promotion street team as a guerilla marketing strategy. In
this case, a COVERGIRL brand ambassador will be set up in an outdoor shopping area and
will inform shoppers of everything that COVERGIRL has to offer. For example, they can
inform shoppers of special deals that the COVERGIRL website is coming out with, special
deals that beauty supply stores, such as Sephora and Ulta Beauty will be offering, and new
COVERGIRL products that will be available on the market soon.

Ambient Media

1. Larger than life mascara in the New York and Los Angeles Pride Parade. This will show that
our brand supports the LGBTQ community. In addition, the large float will gain attention
and the tube of lipstick will be rainbow colored.

2. We will create a large makeup inspired jungle gym. The monkey bars would be different
lipsticks and the slide would be an eyeshadow pallet not only providing children with a safe
place to play, but the visual aspect alone will promote our products.

3. There will also be planters that look like tea cups with lipstick marks on the edge. The mug
will say “get more of your lipstick, choose COVERGIRL,” because the most frustrating part
about wearing lipstick is that it always comes off. We can advertise the fact that
COVERGIRL makes long-lasting lipstick that will not smudge or come off. This ambient
media addresses a real issue with makeup and proposes our brand as a solution.

4. Since COVERGIRL is a day-to-day makeup brand, by helping the working class women, we
would like to install COVERGIRL vending machines in major cities. They will be spread
across the city and be supplied with the most popular and latest products. This will not only
help us advertise our brand, but also help our consumers and offers a convenience factor.

Buzz Marketing

1. COVERGIRL will hold an online competition for best Halloween makeup. People can enter
by posting their photo to our Facebook page. Whichever contestant gets the most “likes” will
be the winner. The winner of the competition will receive a $1,000 shopping spree at Ulta
Beauty.

2. We will show a video on social media that is in regards to breaking down gender norms. We
will also have little girls and boys say all the things they cannot do because of their gender.
We than plan to show the children doing the thing they said they could not do. The video

17
 will end with all of the children saying, “You can be anything and do anything.” Finally, the
COVERGIRL logo and tagline “You are what you Makeup” will appear.

3. We’d like to target Times Square, New York City. In the center of the square will be a piano
of all different colors. The piano will light up with different products labeled on each key.
This game will entice people to run across the piano (stepping on the keys, which will be
playing the latest music hits) and whichever key they land on is the prize that they will win.
It is interactive, fun, and helps market COVERGIRL as a brand that is colorful and fun.

4. Free makeovers for prom partnering with “Operation Prom.” Operations Prom is an
organization that provides young women in need with prom dresses, shoes, and hair and
makeup style services. Partnering with a nonprofit organization will provide positive
publicity and make a difference in these young women’s lives. In addition to providing these
women with a free makeover, we will send them home with a makeup bag filled with
makeup specifically for them and customized to their skin. This is personal for each young
woman and will make her feel beautiful every day, not just on prom day.

5. “The Knot” is an all in one wedding planning guide and company. We will be teaming up
with the company and surprising brides on their wedding day. We will show up with our
own makeup done by COVERGIRL products and provide the bride with the look they want
to feel the most beautiful and comfortable in their own skin and on their most special and
important day. We want to be part of their day and show how COVERGIRL can go above
and beyond in not only products, but also service and experience.

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COVERGIRL

Part Three:
Message Strategies

By Katie Cushinotto

1
 Part Three: The Message Strategy

Overview of Message Strategies

COVERGIRL is an inexpensive, makeup brand sold in beauty supply stores and drug stores that
offer beauty enthusiasts with either a glam and bold makeup look or something that is more
natural. Our message strategies will match the different aspects of our advertising campaign
objectives. We’ll use perception driving strategies for generating greater brand awareness,
delivering brand reminders or launching new products. Informational strategies work well for
introducing new product features or brand extensions. Emotional strategies will speak to our
customers’ wants by touching their emotions. We’ll use selling premises and persuasive appeals
to differentiate from competing brands. To stimulate buyer consideration and repeat purchases,
we’ll use work toward customers’ behavioral change through use of action driving strategies.

Perception Driving Strategies

Strategies for Attention

Unexpectedness of the New Idea

In regards to unexpected media, we will have a billboard advertisement with a model with bright
red eyeshadow and eyebrows outlined in a teal-colored pencil, with minimal blush and lipstick.
This will be unexpected because most people typically do not see young women wearing such
radical makeup styles. However, there are many people today that would prefer to stand out with
how they do their makeup and this is just one way to show that COVERGIRL offers women the
choice of going bold with makeup styles or natural.

Unexpected Media

Unexpected media grabs attention through unconventional thinking or nonlinear thinking. The
use of alternative unexpected media, commonly known as ambient media, is ubiquitous in
guerilla marketing. Ambient media is a cost effective way to create great brand awareness at a
minimum cost. The term has been used to cover a multitude of formats, including ads on the
sides of lorries, on dogs, shopping trolleys, human heads, golf course holes, the House of
Parliament, pint glasses, washrooms, urinals, pizza boxes, airline overhead luggage racks and
bus tickets, among many other things.16 An ambient media example for COVERGIRL can be a
giant COVERGIRL press powder compact placed in front of a Target or Sephora store in the
downtown area of major cities to grab the attention of shoppers and tourists.

Contrast

Contrasts are another way to attract viewer attention. Contrasts of colors (black vs. white), sizes
(small vs. large), shapes (round vs. square), and layouts (busy vs. simple), can help create special

16
MediaWeek. Campaign. March 13, 2003. Accessed April 19, 2018.
https://www.campaignlive.co.uk/article/ambient-media/509646.

19
effects that will have stopping power. One of our magazine ads can use a black vs. white design
to draw attention to the COVERGIRL Queen Collection False Lashes.

Strategies for Interest

Speak to the Personal Interest of the Target Audience

Since our target audience considers a wide variety of ages and includes an audience that is
gender-neutral, it would be beneficial to use spokespeople that pertain to these target audiences.
For example, we could use Katy Perry and Halle Berry to represent the younger audience, James
Charles to appeal to the gender-neutral crowd, and Maye Musk to appeal to the older generation.

Elicit Curiosity

One way that COVERGIRL can elicit curiosity is by displaying commercials that show one little
image of a product that has yet to be released. This will gain curiosity among the target audience
and keep them guessing for what COVERGIRL will come out with for each season.

Storytelling

Everyone loves a good story, especially if it can be inspiring and uplifting. In this case scenario,
we would use James Charles to speak of his struggles as a young boy who was interested in
fashion and beauty and how he turned his interests into a passion. This could appeal to and act
as an inspiration to those who are part of the LGBTQ community.

Strategies for Recognition and Memory

Repetition

For our brand, COVERGIRL represents having flawless makeup and skin and being on the
leading edge and setting trends for makeup styles. When people hear the word, “COVERGIRL,”
these are things that come to mind. COVERGIRL has it grilled in people’s minds that anyone
can be a COVERGIRL. COVERGIRL’s can set trends for different reasons, whether that be
wearing bold and daring makeup styles, girly makeup styles, or just wearing it as an everyday
basic item.

Color

Pink is normally associated with COVERGIRL. Pink represents makeup, such as lipstick and
blush and also serves as a representation for all things girly. However, red is also associated
with COVERGIRL. Red is the color of being fierce and having confidence. Both red and pink
will be displayed in ads and billboards, depending on what the theme of the makeup is.

Key Visual/Key Frame

Our key visual will be young women putting on makeup and getting ready to go to a school
dance or formal. This advertisement will show women with different styles, representing

20
different classes and sexual orientations. They will each represent a girly aspect of
COVERGIRL, a natural aspect, an edgy aspect, and a bold aspect. It will show that each beauty
enthusiast has their own unique individual style.

Cognition Driving Strategies

Informational Strategies

One of the most important and recognizable product features and attributes for the COVERGIRL
brand is that COVERGIRL’s makeup gives beauty enthusiasts top-quality drug store makeup,
but for a budget-friendly price. Not only do we want our brand to be recognized for these
features, we also want the COVERGIRL brand to be able to inform and deliver information to
potential clients and those who are already lovers of the brand.

We can inform audiences that the COVERGIRL foundation can be found at affordable, everyday
low prices; it gives users a more even complexion. COVERGIRL can also inform the public
about a product’s advantages, such as using COVERGIRL makeup to enhance every beauty
enthusiast’s natural beauty.

COVERGIRL can also create a YouTube channel that instructs women on how to properly wear
and apply foundation. They can also provide audiences with tutorials on how to do certain
makeup looks such as smokey eyes, or how to take one’s makeup look from the office to cocktail
hour.

Point of Differentiation

COVERGIRL has a few main points of differentiation compared to other competitors. First,
they have completely rebranded their company to produce makeup that is gender-neutral, which
is something that no other makeup brand can really brag about. Second, they have opened up
their target audience to beauty enthusiasts of all ages. Third, COVERGIRL offers some of the
best makeup on the drug store beauty market that is budget-friendly for everyone. An example
of a claim for the COVERGIRL brand can be that it enhances women’s natural beauty, while
delivering the best drug-store beauty makeup at the most affordable price.

Making a Claim for the Brand

Our claim is, “COVERGIRL is for those who want to feel beautiful inside and out.” Wearing
makeup gives women confidence, and when you feel as though you look your best, you do your
best.

Emotion Touching Strategies

Soft Sell Strategies

Soft selling approaches uses emotional appeals or images to create a response based on attitudes,
moods, and feelings. The assumption with soft sell strategies is that the target audience has little

21
interest in an information search and will respond more favorably to a message that touches their
emotions or presents an attractive brand image. COVERGIRL can use soft sell strategies by
showing an inspirational video ad of women empowering other women and lifting each other up
as they are putting their COVERGIRL makeup on. They all tell each other that they are
beautiful inside and out and are not jealous or mean-spirited, but rather are just there to
encourage one another. This will hit women’s emotional appeals because everyone wants
friends that encourage them and make them feel beautiful inside and out and what better way to
do than through emphasizing everyone’s natural beauty.

Feeling of Involvement Strategies

COVERGIRL will participate in many LGBTQ sponsored events to show that we are supportive
of people everywhere, regardless of sexual orientation. We will also participate in Breast Cancer
Awareness Month during October. We plan to give cancer patients free makeovers and will
donate a portion of our profits made in October to breast cancer research.

Entertainment Strategies

During the time of a one week span, COVERGIRL will send out beauty representatives to
specific malls across the countries and be there to provide makeovers and tutorials, as well to
display their products, both old and new. At the end of each makeover or tutorial, each woman
will receive her own little goodie bag with some sample products to try. Makeovers and tutorials
will not be free, they will be about $10, but they will receive much more in return as far as
products are concerned.

Persuasive Strategies

Persuasive Appeals

Persuasive advertising is designed to affect attitudes and create belief. Strategies that are
particularly good are testimonials and messages that generate word of mouth about the product.
Endorsements by celebrities or experts are used to intensify conviction. There are four different
types of persuasive appeals; emotional, logical, status, and appetite. In regards to emotional
appeals, using COVERGIRL’s overall brand image about enhancing women’s natural beauty is
going to be a big selling point. All women want to hear that they are natural beautiful and with
the use of COVERGIRL makeup, their beauty will be even more enhanced. They will want to
resemble the models that COVERGIRL has chosen and the audience will use them as an
inspiration. In regards to logics, the consumer audience will realize that it is the logical choice to
purchase COVERGIRL products because they are one of the better drug store beauty brands and
are sold at an affordable price. COVERGIRL also makes some of their makeup so that it is
hypoallergenic, which is good people who may have sensitive skin.

In regards to status, COVERGIRL may not be able to be compared with makeup brands such as
Giorgio Armani, however, as previously noted, they do have a very good reputation as far as
drug store beauty brands are concerned. They also have very notable models and spokespeople

22
that represent their brand, such as Maye Musk, their current COVERGIRL, Halle Berry, and
Tyra Banks.

Benefit

A rational, prospect-centered selling premise identifies a reason that might appeal to potential
customers and motivate them to respond. One example of a selling premise is a benefit, which
emphasizes what the product can do for the user by translating the product feature or attribute
into something that benefits the consumer. For example, COVERGIRL focuses on its makeup
bringing out women’s natural beauty, rather than trying to hide something or change what they
are. COVERGIRLalso has many different products that come in many different shades for
various skin tones and types.

Promise

“COVERGIRL will give you the confidence to make you feel beautiful inside and out.” Our
promise to our customers is that COVERGIRL makeup will make you feel beautiful and at an
affordable price to.

Reason Why

Another selling premise is a reason why, that is a type of benefit statement that emphasizes the
reason why someone should buy a specific product. COVERGIRL can say something such as,
“You should buy COVERGIRL products because we are expanding our market to target gender-
neutral audiences and women of all ages that give beauty enthusiasts the best bang for their
buck.”

Unique Selling Proposition

COVERGIRL’s unique selling proposition is that we offer a wide variety of makeup products in
various colors for every skin type at affordable prices.

Strategies for Conviction

Conviction means that consumers agree with a persuasive message and achieve a state of
certainty about a brand. One factor in conviction is the power of the argument, which uses logic,
reasons, and proof to make a point and build conviction. Now that COVERGIRL is trying to
appear more gender-neutral with their makeup brand by adding a male COVERGIRL to the
model mix, James Charles, they can use this as a persuasive weapon for broadening their scope
to other people who are transgender. James Charles was also hardly a celebrity before becoming
the newest edition to the COVERGIRL family. He is a high school senior living with his family
in New York and is on his way to having one million followers on his Instagram account and

23
almost one hundred thousand subscribers to his YouTube channel. His social media is all about
the makeup styles he does and the tutorials that he shows people for how to do makeup17.

Celebrity Endorsement

COVERGIRL can use James Charles as a strategy for conviction by persuading and inspires all
transgender beauty enthusiasts to follow their passion and make it start with COVERGIRL, since
they are currently one of the only makeup brands to offer gender-neutral makeup advertising and
products.

Before and After Visuals

A good example of before and after visuals that COVERGIRL can use are photos of makeup
users using COVERGIRL products, such as foundation, eyeshadow, mascara, etc. This will be a
visual representation for the target audience so the audience can see the effect that COVERGIRL
products have on those who use them.

Association Strategies

Linking Strategies

One way we will link the COVERGIRL brand to specific types of people is through
commercials. Formerly, COVERGIRL was known as primarily a teen to young adult women’s
makeup brand. However, over the last several years, they have drastically changed their brand
image around. They now use sixty-eight year old woman, Maye Musk, and eighteen year old
boy, James Charles, as their latest COVERGIRL’s. This shows the diverse audience that
COVERGIRL is now trying to reach by airing commercials with both Maye Musk and James
Charles in them.

COVERGIRL has many different kinds of visuals for linking their brand to a specific lifestyle.
First, when they use model Maye Musk, the lifestyle being portrayed is more mature, sleek, and
sophisticated. Second, they also do many ads and visuals that use women in their late twenties
and thirties that portray a natural beauty lifestyle where women are using makeup to simply
enhance their beauty. Third, they have visuals that have Katy Perry and Zendaya in them where
the lifestyle is portrayed as being fun and flirty, with bold lashes and bright lips to show off a
youthful side. Lastly, their latest visuals show James Charles mixing up many different kinds of
makeup. Some are bright and colorful, while others are more subdued, however, they all link
transgender individuals together.

Sponsorship Strategies

Sponsorships are very important for brands because they help link them to worthy causes, such
as charities. Companies that support charity campaigns always looks good in the face of public

Valeriya Safronova, Meet COVERGIRL’s New CoverBoy, The New York Times, 12 October 2016,
17

https://www.nytimes.com/2016/10/16/fashion/meet-COVERGIRLs-new-cover-boy.html, (27 March

2018).

24
relations. For example, COVERGIRL, most recently supported the Proctor and Gamble
Children’s Safe Drinking Water Campaign. The company also quite frequently gives checks to
people in need on The Ellen
DeGeneres Show.

Brand Relationship Strategies

Brand relationship strategies are very important when advertising for a makeup company.
COVERGIRL often uses bright colored candies in their visual ads. For example, they may have
a model holding a bright, swirly colored lollipop in their hand, making a kissy face to show off
their latest lipstick in the shade “candy crush.” This advertising works to show that makeup
makes women look sweet like candy, which in turn makes them look cute, innocent, and
carefree.

Action Driving Strategies

Informational Strategies

Most ads end with a signature of some kind that serves to identify the company or brand, but it
also serves as a call to action and gives direction to the consumer about how to respond, such as
a toll free number or website. Along with this comes delivering information about promotions.
COVERGIRL sells their products in drug stores, such as Walgreens and Walmart, and in beauty
supply stores, such as Ulta Beauty. Ulta Beauty sends out a weekly flyer in the Sunday paper
attached with a coupon to use on anything in the store. This is one way COVERGIRL can
benefit from promotions. COVERGIRL’s website can also offer promotions during holidays,
such as buy one get one 50% off deals, or buy two get one free deals. They also can offer free
shipping on orders over a certain dollar amount.

Word of Mouth Strategies

There are a few ways to generate word of mouth information. One way is to place COVERGIRL
ads in magazines, expecting that women will talk with each other about new beauty products that
have been recently released. COVERGIRL can also set up a kiosk at a mall where they hand out
free samples of new COVERGIRL products to people and ask if they would like a sample
makeover.

Overview of Message Approaches

There are different ways to deliver a message through advertising. Some approaches are used
more frequently than others. For instance, humor is a popular advertising strategy because funny
ads attract attention. Humor appeals make consumers laugh and create an emotional link with
the product. A well-executed humor appeal enhances recollection, evaluation, and the intent to
purchase the product.18

Wimbush, Patricia D. “Top Five Appeals that Advertisers Use to Sell a Product.” Small Business
18

Chronicle. January 31, 2018. Accessed April 19, 2018.http://smallbusiness.chron.com/top-five-appeals-

advertisers-use-sell-product-31373.html.

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Straightforward

A straightforward factual or informational message conveys information without any gimmicks,

emotions or special effects. For example, on COVERGIRL’s website, they have the tagline “I
am what I Makeup” at the top of the page to remind beauty lovers that everyone is beautiful in
their own way and makeup is a way to enhance one’s natural beauty.

Demonstration

A demonstration focuses on how to use the product or what it can do for someone. For example,
on COVERGIRL’s website they have a section called “how-to’s” where it teaches people how to
use COVERGIRL makeup and how to do different styles.

Comparison

A comparison contrasts two or more products to show the superiority of the advertiser’s brand.
For example, in commercials or magazine ads, COVERGIRL may mention other leading
competitors, such as Revlon and Maybelline.

Problem/Solution

In a problem solution format, the message begins with a problem and then showcases the product
as the solution. For example, a problem could be someone’s uneven complexion and the
solution could be using COVERGIRL foundation to even it out.

Humor

Advertisers use humor as a creative strategy because it grabs attention and they hope people will
transfer the feelings back to the product. Using humor at the expense of one group may lead to
resentment. Senior citizens may resent a product that portrays them as grumpy, while women
may refuse to purchase a product that portrays them as overbearing. Humorous ads work best
with established and commonly purchased products such as cellphones, fast food, and alcoholic
beverages.19

Slice of Life

The slice of life format is an elaborate version of a problem solution staged in the form of a
drama in which “typical people” talk about a common problem and resolve it. Again, an
example here could be some sort of common beauty problem. This can include lack of
voluminous lashes, lip gloss that is sticky, or foundation that makes people look like their
makeup is caked on. COVERGIRL makeup has all of the solutions to people’s problems.

19
Wimbush, Patricia D. http://smallbusiness.chron.com/top-five-appeals-advertisers-use-sell-product-
31373.html.

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Our slice of life commercial will feature a young professional woman getting ready in the
morning and putting on minimal makeup, but still enough that one would be able to tell that she
was wearing it. She goes about her workday and when 5pm comes around she puts on a bold lip
that complements her eye makeup well, showing how COVERGIRL makeup could take
someone from the office to cocktail hour.
Spokesperson

In the spokesperson format, the ad uses celebrities that people like and can relate to. For
example, COVERGIRL has many “COVERGIRL’s” ranging from Katy Perry, Maye Musk,
Halle Berry, Tyra Banks, and Drew Barrymore.

Teaser

Teasers are mystery ads that don’t identify the product or don’t deliver enough information to
make sense, but they are designed to arouse curiosity. An example of this could be
COVERGIRL wanting to give their audience a sneak peak of a product and say that it is coming
to stores near you in summer 2018.

Shockvertising

Shockvertising is not necessarily about advertising the product, but rather brings awareness to a
certain cause in a shocking way. This will in turn cause the audience to be aware of a specific
issue and associate it with the company of COVERGIRL and how we are promoting a good
cause. For COVERGIRL, we can show our support that the LBGTQ community faces and the
daily struggles that they are faced with. These can include discrimination, mocking, or being
tormented or judged for wanting to be his or her own unique individual. Supporting the LBGTQ
and other pride groups will show that COVERGIRL cares, which will be important to our target
audience, especially since we are extending our makeup line to be gender-neutral.

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COVERGIRL
Part Four:
The IMC Tools

By Taylor Morelli & Lauran Lamastra

1
 Part Four: The IMC Tools

Overview of Using IMC Tools

Our overall use of the IMC Tools is to combine and intertwine all of the tools to further the
success of COVERGIRL. Through promotions, we hope to promote products in order to sell
more. We are looking to use sampling and coupons to assist consumers in bettering their
experience and loyalty to COVERGIRL. We plan on using both public relation tactics and
marketing tactics to not only build brand awareness and educate the public of our products, but
also gain consumer feedback based on our direct marketing tools. COVERGIRL has the brand
name, spokespeople, tools, and ability to further make-up. We are hoping with the use of
integrated marketing communications we can continue to grow as a company.
Promotions
Overall Strategies for Promotions
Consumer promotions include price deals, coupons, refund & rebates and sampling. Price deals
are placing temporary discounted prices on products. The four most common price deals used
are cents-off deals, price-pack deals, bonus packs and banded packs. COVERGIRL uses all four
types of consumer promotions. Our strategy for promotions is to provide at least one promotion
per month for various holidays and events to persuade customers to buy products. Promoting not
only our popular products but also products that are low in sales. Any products that are not
selling will be grouped with other products in a pack.
Price Deals
A price deal occurs when a brand temporarily reduced the price of a product. It can also occur if
the company holds a sale. Price deals can consist of sales on products, such as offering buy one
get one 50% off or offering free shipping over a certain amount spent. COVERGIRL will use
price deals to get consumers to buy more of our products. Cents-off deals, price-packs, bonus
packs and banded packs will be used to influence customers to buy COVERGIRL and save
money on our products.
Cents off Deal
Cents-off deals reduce the average price of a product or service. COVERGIRL will use cents off
deals during specific times, such as holidays and special events. For instance offering 50% off all
COVERGIRL cosmetics during New York and Paris Fashion week. This makes it easy for
customers to treat themselves to new makeup during the holidays. In addition using these deals
during events like NY Fashion Week will promote the purchase of new makeup to experiment
with inspired by the looks of Fashion Week.
Price-Pack
Price-pack deals are an additional item or prize with a customer’s purchase of the regular item.
When customers buy COVERGIRL makeup, they will be entered in a raffle to win a $45 dollar
makeup-shopping spree in the month of July. This will convince customers who have never tried
COVERGIRL cosmetics to try it. In addition, showing our regular customers how much we
value their business.
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Bonus Packs

Bonus packs are price deals on the amount of the product a customer is buying. COVERGIRL
will do many Bonus Packs in order to promote products that are not selling well on their own.
For example, buy an eye shadow pallet and get one 50% off another eye shadow pallet.

Banded Packs

Banded Packs are selling packs of an item for less compared to buying only one of that item.
COVERGIRL will used Banded Packs on our smaller item like eyeliner and lipsticks. Buy our
three pack of lip balms for $7.85 rather than $5.20 per lip balm. Banded Packs will get
consumers to buy more of our products and expand try new products.

Coupons

COVERGIRL will release manufacturer and retailer coupons for various deals on COVERGIRL
cosmetics. Manufacturer coupons will be able to be used in select stores like Ultra and online.
Retail coupons will be released through stores like CVS and Walgreens where COVERGIRL
cosmetics are sold. The coupons COVERGIRL will use are instant redemption coupons, bounce-
back coupons, scanner-delivered coupons, cross-ruffing coupons, response offer coupons and
one-off coupons.

Instant Redemption Coupons

Instant redemption coupons, IRC`s, are when the consumer can immediately redeem the coupon
while making the purchase. COVERGIRL would use instant redemption coupons in our retail
stores. IRC`s for COVERGIRL will be at registers of stores selling our products as well as
through the mail.

Bounce-Back Coupons

Bounce- back coupons are coupons that are placed within the package for future use. When
customers purchase our products in store or online they will receive a coupon to use on their next
purchase. For instance, when a customer spends over $30, we will include bounce-back coupons
in the bag for them to use on their next purchase in stores. Online customers will receive bounce-
back coupons if their order is over $50, they will receive a 10% plus free shipping on their next
online order. Bounce-back coupons push customers to continue shopping with our brand.

Scanner-Delivered Coupons
Scanner-delivered coupons are coupons that are given at checkout once an item is scanned. In
our retail stores like Walgreens and CVS, we will be providing several scanner- delivered
coupons. When customers buy specific products, they will receive $3.00 coupon for that product
that expires at the end of the month. Scanner-delivered coupons will rotate between specific
products.
\
Cross-Ruffing Coupons

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Cross-ruffing coupons are given to customers that purchase one products and the coupon is for
purchase of another product. COVERGIRL will use cross-ruffing coupons with other beauty
products. For example, every time someone buys Eco-Beauty Tools they will receive a 10% off
coupon for COVERGIRL cosmetics in stores.

Response Offer Coupons

Response offer coupons are used when an issue with a product is followed by a request by a
consumer. COVERGIRL will use response offer coupons for customers who purchase online or
in store and are unsatisfied with the product. We will be using this coupon because we want our
consumers to know they are being heard. Response offer coupons promote customer feedback
and show that we value our customers.

One-off coupons

One-off coupons are when a customer buys one product and can get a different product for free
with their next purchase. Both online and in stores when a customer buys lipstick they will
receive a lip liner free with their next purchase. One-off coupons will promote repeat customers
in store and online.

Premiums

Premiums are free or low price items used as an incentive for consumers to do an action.
Premiums add value to the product and are meant to encourage consumers to make a purchase or
other similar actions. COVERGIRL will use premiums on our online website to encourage
customers to purchase certain products and to keep customers satisfied and wanting to return.

Store Premiums

Store premiums are promotional items used to reward customers. COVERGIRL offers premium
items to online customers who spend over a certain amount. The premium items are our
exclusive long lash mascara and ruby red lipstick. Both these items are only available as a
premium. Our online customers who spend over $100 would receive a premium product.
COVERGIRL will offer this store premium online only and available at the end of each month.
Using store premiums will encourage our customers to buy more of our cosmetics.

In-Pack Premiums

In-pack premiums are an extra item that is inserted into the packaging of a product.
COVERGIRL will use in-pack premiums during the holiday season in select products.
COVERGIRL will be including lip liners to match our lipsticks. These items are often sold
separately, making it impossible to find a perfect lip liner to match a lipstick. Providing this in-
pack premium will push customers to buy the premium while it lasts which will boost sales.

On-pack Premiums

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On-pack premiums are bonus products attached to the outside of a products packaging. On the
outside packaging of all of our different mascara`s there will be a small eye lash curler attached
These two items are often used together, so packaging a travel size eye lash curler with the
mascara is a great use of on-pack premium. Encouraging our customers to buy more mascara
and keep it in their bag for on the go use.

Free-in-the-Mail Premiums

Free-in-the-mail premiums are free product provided once a customer purchases a product.
COVERGIRL will provide a free makeup bag and beauty blender with a purchase of any
foundation.

After a purchase of any COVERGIRL True Blend Foundation a customer will receive a QR
code for our App. After downloading the COVERGIRL App the customer can take a picture of
their receipt to receive their free-in-the-mail premium. This will increase our traffic to the
COVERGIRL App and promote online sales.

Sampling

Sampling is the act, process, or technique of selecting a representative part of a population for
determining parameters or characteristics of the whole population. Sampling will be used for
loyal customers and in stores to try products.

In-Store Distribution

It is where samples are given out in stores. For instance, COVERGIRL will be giving out
samples in the stores our products are sold.

Direct Sampling

It is when samples are mailed or delivered door-to-door to consumers. As consumers sign up for
updates about COVERGIRL, they will also receive samples through the mail.

Response Sampling

Response sampling are those made available to individuals or businesses that respond to a media
offer on television, the internet, from a magazine, or some other source. To engage consumers,
we are going to use response sampling. We hope to utilize this sort of sampling on social media
as well through quizzes, feedback, and questionnaires.

Cross-Ruff Sampling

Cross-ruff sampling provides samples of one product on another. Example: As make-up is

becoming more of an art, we want our artists to use our products for different aspects. We will
provide samples of foundation paired with samples of bronzer to show how they can be used
together.

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Media Sampling

It means the sample is included in the media outlet. We want our COVERGIRLs and other
beauty enthusiasts who represent our goals of the company to use samples in their work-
concerts, cooking shows, commercials.

Professional Sampling

It is delivered by professionals. Our COVERGIRL team will be delivering these samples

through the commercials promoting our brand.

Selective Sampling

They are the samples distributed at a site such as a state fair, parade, hospital, restaurant, or
sporting event. These samples will be given out at events such as beauty exhibitions or make-up
shows that way we are considered among the top makeup brands although we are low cost.

Interactive Promotional Campaign

COVERGIRL will use interactive and internet promotions to promote our products. Interactive
elements will include graffiti art on the side of buildings and “perk” boxes. Graffiti is a form of
art and would be a great tactic to grab people’s attention. The graffiti will be featured in major
cities on the side of buildings with the hashtag “urwhatumakeup.” Different colors and shapes
will be spreading outwards from an outline of a body in black. People will want to interact with
the art and be curious what it stands for. Posting on social media using the “urwhatumakeup”
creating buzz in a creative and fun way for COVERGIRL.

Another interactive element is sending customers “perk” boxes. The boxes will be sent to
customers that purchase more than $40 from our website. The box will include a story from one
of our brand ambassadors with their favorite products from COVERGIRL inside. Other items
like shirts and water bottles with the COVERGIRL logo will be in the box. The box will be sent
for free once and then for customers to receive another box they will have to do a subscription.
Every month the box will be different featuring a new brand ambassador and full products (not
testers). The “perk” boxes will give COVERGIRL an opportunity to branch out and become a
larger brand.

Campaign Objectives

1. Change the way people see COVERGIRL

2. Reach our new target audiences
3. Get customers to experience makeup in a new way
4. Use brand ambassadors to promote products

Campaign Strategies

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COVERGIRL will promote these interactive campaigns through social media and with the use of
our brand ambassadors. The graffiti campaign will create a unique opportunity for customers to
advertise for COVERGIRL when they post photos using the hashtag. COVERGIRL will repost
the photos that use the hashtag revealing what the campaign stands for. This provides an opening
for COVERGIRL to talk about how they are gender neutral and believe that you can be anything
you want. Ambassadors will do promotional videos about the “perk” boxes creating a desire for
customers to spend $40 for the first box. Allowing customers to try new products suggested by
our brand ambassadors. Perk boxes will feature coupons and flyer with our new products. Both
campaigns will change the perception of COVERGIRL and boost sales.

Public Relations

Overall Strategies for Public Relations

Being that public relations is the management function that establishes and maintains mutually
beneficial relationships between an organization and the publics on which its success or failure
depends that is our overall strategy. We want to make sure COVERGIRL stays in people’s
make-up bags and purses, so with that comes positive press. Our public relations strategies will
include utilizing media relations heavily, providing brand awareness, cause marketing to show
we are a brand looking to give back, and public communications marketing to educate the
reasoning for our animal testing.

Corporate Advertising

Corporate Advertising is a form of institutional advertising focusing not on a particular product

or product range but on the organization itself. The primary purpose is promoting the name,
image, personnel, or reputation of a company, organization, or industry. We plan to use
corporate advertising as our main strategy. Being that COVERGIRL has developed such a
recognizable name, we are looking to use that to our advantage. Instead of using the old slogan,
we want to make people aware of the way COVERGIRL rebranded themselves after Coty
purchased the company. This will use our public relations strategy of brand awareness. We want
the public to be aware of our recent changes in hopes they are onboard with our new look.

Event Marketing

Event Marketing is the activity of designing or developing a themed activity, occasion, display,
or exhibit. As people confuse sales promotional events and public relations events, we want to
make sure public relations tactics are displayed through our event marketing. We are not
necessarily promoting the sales of our products but rather letting people know what we are about
through our events.

Media Tour

For our media tour, we would like to invite photographers to the COVERGIRL headquarters.
This is an opportunity for them to photograph our latest products on models, how it is applied in
different styles, and how the makeup is made. This is a part of our hopes COVERGIRL becomes

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translucent and the public can see what goes on behind the makeup and the photo shoots. We
will invite different countries that sell our products to embrace the cultural differences and
expand on our global platform.

Interactive Public Relations Campaign

COVERGIRL`s interactive public relations campaign will focus on raising awareness for breast
cancer. Promoting breast cancer awareness through a social media campaign and free breast
cancer screening is a way to show our customers that we care about women's health and
empowerment. The campaign will publicize the importance of early detection of breast cancer
through a video of survivors. On social media our brand ambassadors will be pictured with
makeup on their breasts saying #savethebreast; along with the photos we will have breast cancer
survivors talk about their story on our social media. The campaign will run during breast cancer
awareness month and COVERGIRL will host free breast cancer screenings in cities around the
country. To fully engage our target audience in this interactive campaign, we’ll invite our
Facebook followers to compete for the best breast cancer survivor story award in the amount of
$5,000.

Campaign Objectives

1. Build brand awareness

2. Enhance positive brand image
3. Improve stakeholder relations

Campaign Strategies

The campaign will begin September 1st when our Facebook followers will get an email
invitation to participate in the Best Cancer Survivor Story Competition. The email will include
instructions for preparing the entry for the competition: a 5-minute video telling the story of a
cancer survivor who has beaten the odds and become a source of inspiration for other cancer
patients. Participants can register and send in their competition entry on their mobile devices
through an app specially designed for the campaign. They have two weeks to prepare and deliver
their entry. The competing entries will be shown on a landing page for the competition for three
days. We’ll also invite the participants to follow the competition on Twitter and to tweet about
the videos. The online voting for the winner will take place on the last day of September.
Finally in October, we will release our plans to have free breast cancer screenings and the
locations of each screening. Using this strategy will build a better brand awareness, promote a
positive public image and improve our relationship with our stakeholders.

Direct Marketing

Overall Strategies for Direct Marketing

The five tools for direct marketing are direct mail, catalogs, telemarketing, direct-response
advertising and web-based e-marketing. We will be using catalogs, direct response and mobile
marketing. These four tools will promote COVERGIRL products in the most effective and

34
unique ways. Using media and direct marketing advertisements to reach the new generations and
new target markets. COVERGIRL will change the way people use makeup and see
COVERGIRL.

Catalogs

Catalogs will be used to show customers our products and highlight our foundations for every
skin tone. Customers will be able to call in an order, order online or find a store near them. The
COVERGIRL catalog will also include stickers and a wall poster of our newest brand
ambassador at that time. Our regular customers who have purchased products through our online
store will receive our catalog every two months! The catalogs have coupons, testers of new
products and a feedback card. Customers have the ability to give us feedback and tell us what
should be in the next catalog.

Direct Response Marketing

Direct-Response marketing will be used through print and broadcast media. COVERGIRL will
use print media such as magazine articles to promote people to use COVERGIRL makeup.
Magazines such as COVERGIRL, Cosmopolitan and Teen Vogue will discuss why
COVERGIRL is an innovative drug store makeup brand everyone should try. For broadcast
media, we will use radio morning talk shows. The female host will talk about how she recently
switched to COVERGIRL makeup and the benefits of switching her makeup brand. The host
will tell the listeners she was inspired to switch after watching a Buzzfeed video on
COVERGIRL cosmetics.

Mobile Marketing

For mobile marketing COVERGIRL will use video, photos and social media to promote our
products. Releasing videos will help boost COVERGIRL's new image as an all gender, all age
and all demographic makeup brand. This will provide existing and new customers a new and
fresh way to experience the COVERGIRL brand of makeup. In the 21st century, visuals and
packaging are the key to selling products, especially to the new generation. Photos of
COVERGIRL products with black backgrounds will make our bold new colors pop in our social
media posts. The videos will show how COVERGIRL compares to other popular makeup
brands. In addition, a series of videos with COVERGIRL brand ambassadors, like Katy Perry,
doing their daily makeup routine with COVERGIRL makeup will be featured over social media.
All three of these tactics will help position COVERGIRL in the new generation as a makeup
brand everyone will want to use.

Interactive Direct Marketing Campaign

For direct marketing, we have designed a Make Yourself Up interactive campaign which
includes a series of new product launches for spring and summer. To share our newest creation
with consumers, COVERGIRLwill partner with Birch Box and connect with our target audience
through make-up and fashion bloggers, newspapers, wires and magazines. We’ll provide a
custom Facebook tab where visitors could declare their makeup independence and receive a free

35
six-month subscription to Birch Box. The campaign will include 70-blog tour through Makeup
World and a road tour to 10 cities, where consumers could try the latest products and declare
their ‘Makeup Independence’ through a custom iPad app.

Campaign Objectives

1. Increase awareness of new logo and tagline

2. Launch new products and services
3. Generate leads

Campaign Strategies

Our interactive direct marketing campaign will reflect COVERGIRL’s new and more inclusive
brand positioning that better reflected our consumers20. Titled ‘Makeup Independence,’ the
campaign will begin with the introduction of a custom iPad app “I Am What I Make Up,” which
is free to download from the app store. The app will be introduced through our Facebook
newsletter. The first one hundred subscribers to the app will received a free sampleof
COVERGIRLPeacock Flare Mascara,21 the first product featuring the brand’s new logo
“COVERGIRL.”22The free sample is meant to encourage beauty enthusiasts to try the light and
airy formula that gives natural-looking lashes with tons of separation, and enjoy the innovative handle
that is squishy and comfortable to hold.

Those who download the free app can also have it connected to their Instagram account where
they can view make-up tutorials for spring and summer. The cast of the COVERGIRL film Made
In The Mirrorwith appear in these tutorials to share their beauty tips with their fans. Current
COVERGIRLsIssa Rae, Ayesha Curry, Katy Perry, Maye Musk, fitness trainer Massy Arias and
professional motorcycle racer ShelinaMoreda will each repeat the new COVERGRIL tagline, “I
Am What I Make Up.”

20
Monllos, Kristina. “These Cosmetic Brands Are Letting Consumers Define What Beauty Means to
Them
Startups like Glossier are reshaping the industry. November 20, 2017, Ad Week. Accessed April 26,
2018, http://www.adweek.com/brand-marketing/these-cosmetic-brands-are-letting-consumers-define-
what-beauty-means-to-them/
21
Levine, Lisa. “The Best New Drugstore Makeup Launches for 2018.” January 17, 2018, Spy.com.
Accessed April 26, 2018 http://spy.com/2018/style/grooming/best-new-drugstore-makeup-launches-
loreal-maybelline-COVERGIRL-100126/
22
Rosenstein, Jenna. “COVERGIRL Is Being Revamped—See Their New Slogan And Logo R.I.P. Easy,
Breezy, Beautiful COVERGIRL.” October 10, 2017, Harper Bazaar. com. Accessed April 26, 2018
https://www.harpersbazaar.com/beauty/a12815826/COVERGIRL-relaunch/

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COVERGIRL
Appendices

1
COVERGIRL
Advertising Copy

By Anjanique Kent & Katelyn Kuster

1
 COVERGIRL Advertising Copy

Direct Action Headlines

Assertions

1.“You are the COVERGIRL“ -Anjanique Kent

2. “Minimalists you can’t resist” -Lauren Lamastra
3. “All you need is COVERGIRL” -Katie Cushinotto
4. “COVERGIRL is the new black” -Katelyn Kuster
5. “Makeup for everyone.” -Taylor Morelli

Command
1. “Don’t wake-up to make-up” -Anjanique Kent
2. “Make expressions not impressions” -Lauren Lamastra
3. “Be that beauty boss” _Katie Cushinotto
4. “beYOUtiful” -Katelyn Kuster
5. “Own your identity withCOVERGIRL” -Taylor Morelli

How To
1. “Foundation for your face and your individuality” -Anjanique Kent
2. “Whatever the day, whatever the way, you be you.” -Lauren Lamastra
3. “Highlighter that will illuminate your look.” -Katie Cushinotto
4. “With COVERGIRL, everyday's the weekend.” -Katelyn Kuster
5. “Blend your eyeshadow and your experiences.” -Taylor Morelli

News Announcement
1. “All New COVERGIRLs.” -Anjanique Kent
2. “Beauty for all.” -Lauren Lamastra
3. “Individuality is a reality.” -Katie Cushinotto
4. “Attention beauty enthusiasts around the world.” -Katelyn Kuster
5. “Introducing new foundation formulas that hydrate your skin to get that healthy glow.” -
Taylor Morelli

Indirect Action Headlines

Puzzles
1. “Want a BB cream that won’t make you scream?” Anjanique Kent
2. “What makes you beautiful?” -Lauren Lamastra
3. “How do you express you? -Katie Cushinotto
4. “What’s your identity?” -Katelyn Kuster
5. “Who knows you, how?” -Taylor Morelli

Associations
1. “Don’t be insecure, uniqueness is for sure.”(Used with Issa Rae) -Anjanique Kent
2. “No longer just a teenage dream, a dream for all ages” (used with Katy Perry) -Lauren
Lamastra

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3. “Beat your face and win a race.”( Used with ShelinaMoreda {racer car driver COVERGIRL})
-Katie Cushniotto
4. “Cooking, and good looking.” (Used with Ayesha Curry) -Taylor Morelli
5. “Weather it’s work life or night life, COVERGIRL is that makeup for you.” -Katelyn Kuster

Blind Headlines
1. “War paint can include mascara.” -Anjanique Kent
2. “Glow like gold.” -Lauren Lamastra
3. “Lip...stick with us.” -Katie Cushinotto
4. “The perfect wings.”-Katelyn Kuster
5. “Not all heroes wear capes, some wear mascara.” -Taylor Morelli
Jingles and Slogans
Parallel Construction and Repetition

1. “Wake-up, make-up, express, repeat.” -Anjanique Kent

2. “Easy, Breezy, but not cheesy.” -Lauren Lamastra
3. “Beat your face and beat the competition.” -Katie Cushniotto
4. “Give it a whirl with COVERGIRL.” -Katelyn Kuster
5. “Neither easy or breezy, but always COVERGIRL.” -Taylor Morelli
Unexpected Phrases
1. “It’s not only for women, but men too.” -Anjanique Kent
2. “Find it anywhere, and everywhere.” -Lauren Lamastra
3. “My 10 year old sister can buy that.” -Katie Cushniotto
4. “What’s on your face? COVERGIRL.” -Katelyn Kuster
5. ‘Maybe it’s Maybelline, but it’s probably COVERGIRL.” -Taylor Morelli
6. “Why spend $60 when you can spend $10?” -Katelyn Kuster
Alliteration
1. “Medicated makeup miracle.” -Anjanique Kent
2. “Beauty beats basic” -Lauren Lamastra
3. “Cosmetics can create COVERGIRLs.”-Katie Cushniotto
4. “Be confident with COVERGIRL.” -Katelyn Kuster
5. “Expression through eyeshadow.” -Taylor Morelli
Cuing for Product
1. “COVERGIRL for lashes out of this world.” -Anjanique Kent
2. “COVERGIRL doesn’t mean cover up.” -Lauren Lamastra
3. “How many COVERGIRLs does it take to grace a magazine?” -Katie Cushniotto
4. “COVERGIRL has what you need, and more.” -Katelyn Kuster
5. “Making girls, COVERGIRLs.” -Taylor Morelli

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COVERGIRL
Print Ads

By Taylor Morelli

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COVERGIRL
Banner Ads

By Lauran Lamastra

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Banner Ads-Leaderboards

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COVERGIRL

Script &
Storyboard

By Katelyn Kuster

47
 Script & Story Board 1

COVERGIRL
: 15 TV
“On All Day”

VIDEO:

OPENS ON MS JAMES CHARLES IN

HIS BEDROOM PUTTING ON
COVERGIRL’S OUTLAST LONGWEAR
LIPSTICK.

SFX: DJ SNAKE X JUSTIN BIEBER

TYPE BEAT “AWAKE”
INSTRUMENTAL PLAYING IN
BACKGROUND.

AUDIO:

JAMES CHARLES (VO): From the

moment you put it on. . .

VIDEO:

CUT TO CU HAND THROWING AWAY

MAKEUP REMOVER TOWEL INTO
TRASH CAN.

SFX: INSTRUMENTAL CONTINUES

IN BACKGROUND.

AUDIO:

JAMES CHARLES VO): . . . to

the time you take it off.

1
VIDEO:

CUT TO LS JAMES CHARLES

GRABBING A CUP OF COFFEE AT A
COFFEE SHOP.

SFX: INSTRUMENTAL CONTINUES

IN BACKGROUND.

AUDIO:

JAMES CHARLES (VO):

COVERGIRL’s outlast longwear
lipstick. . .

VIDEO:

WIPE TO MS JAMES CHARLES

DRINKING A CUP OF COFFEE.

SFX: INSTRUMENTAL CONTINUES

IN BACKGROUND.

AUDIO:

JAMES CHARLES (VO): . . .

stays on throughout. . .

VIDEO:

WIPE TO LS PAN L JAMES

CHARLES WALKING DOWN THE
SIDEWALK WITH A SHOPPING BAG
IN HIS HAND WITH HIS TWO
FRIENDS.

SFX: INSTRUMENTAL CONTINUES

IN BACKGROUND.

2
AUDIO:

JAMES CHARLES (VO): . . .

every part of your day.

VIDEO:

WIPE TO CU PAN L 11 DIFFERENT

SHADES OF LIPSTICK WITH CAPS
OFF.

SFX: INSTRUMENTAL CONTINUES

IN BACKGROUND.

AUDIO:

JAMES CHARLES (VO): . . . and

with 11 different shades, you
can express yourself in any
way.

VIDEO:

WIPE TO CU ZOOM OUT JAMES

CHARLES LIPS SPEAKING.

SFX: INSTRUMENTAL IS QUIETLY

PLAYING IN THE BACKGROUND.

AUDIO:

JAMES CHARLES: because I am

what I make up.

3
 VIDEO:

DISSOLVE TO MS COVERGIRL
LOGO.

SFX: INSTRUMENTAL IS QUIETLY

PLAYING IN THE BACKGROUND.

AUDIO:

JAMES CHARLES (VO):

COVERGIRL.

Script & Story Board 2

COVERGIRL
:30 TV
“Glow Up”

VIDEO:

OPENS ON CU PAN R WOMEN’S CHEEK.

SFX: ABOVE AND BEYOND BY ALUMO

INSTRUMENTAL PLAYING IN
BACKGROUND.

AUDIO:

ANNCR (VO): Get the perfect glow

that every beauty enthusiast
wants. . .

4
VIDEO:

CUT TO CU PAN R ALL VITALIST

HEALTHY ELIXIR PRODUCTS IN A
ROW.

SFX: INSTRUMENTAL PLAYING IN

BACKGROUND.

AUDIO:

ANNCR (VO): . . . with

COVERGIRL’s NEW Vitalist Healthy
Elixir family of hydrating
healthy products.

VIDEO:

WIPE TO CU WOMAN FINGER PUMPING

FOUNDATION THAT FALLS PAST THE
BOTTOM OF THE SCREEN.

SFX: INSTRUMENTAL PLAYING IN

BACKGROUND.

AUDIO:

ANNCR (VO): For a flawless,

natural look try vitalist
healthy elixir. . .

5
VIDEO:

WIPE UP TO CU OIL DRIPPING FROM

THE TOP OF THE FRAME AND
SPLASHING INTO OIL AT BOTTOM OF
THE FRAME. “E, B3, B5” APPEAR
ON SCREEN.

SFX: INSTRUMENTAL PLAYING IN

BACKGROUND.

AUDIO:

ANNCR (VO): . . . that is

infused with vitamins, E, B3,
and B5 . . .

VIDEO:

WIPE UP TO CU SUN ON TOP HALF

OF THE FRAME WITH “SPF 20”
APPEARING ON BOTTOM HALF OF THE
FRAME.

SFX: INSTRUMENTAL PLAYING IN

BACKGROUND.

AUDIO:

ANNCR (VO): . . . And SPF 20!

6
VIDEO:

WIPE DOWN TO CU HIGHLIGHTER

IMITATES THE SUN ON BOTTOM OF
THE SCREEN.

SFX: INSTRUMENTAL PLAYING IN

BACKGROUND.

AUDIO:

ANNCR (VO): Finish with the

Vitalist Healthy Glow
Highlighter. . .

VIDEO:

DISSOLVE TO LS BUSINESS WOMAN

STRUTTING THROUGH THE STREET.

SFX: INSTRUMENTAL PLAYING IN

BACKGROUND.

AUDIO: . . . to illuminate YOUR

look.

VIDEO:

CUT TO MS COVERGIRL LOGO.

SFX: INSTRUMENTAL QUIETLY

PLAYING IN THE BACKGROUND.

AUDIO:

COVERGIRL, I am what I make up.

7
 Script & Story Board 2

COVERGIRL
: 15 TV
“Browtastic”

VIDEO: OPEN TO CU PAN R

EYES AND EYEBROWS.

SFX: “YOUR BODY” ED SHEERAN

TYPE BEAT BY DEFSPACE
BEATS.

AUDIO:

MAYE MUSK (VO): It’s okay

to be obsessed with
beautiful brows. . .

VIDEO: WIPE TO CU
COVERGIRL’S NEW EASY BREEZY
BROW KIT.

SFX: INSTRUMENTAL PLAYING

IN BACKGROUND.

AUDIO:

MAYE MUSK (VO): . . .

because with COVERGIRL’s
NEW Easy Breezy Brow Kit. .
.

8
VIDEO: CUT TO MS MAYE MUSK
SPEAKING.

SFX: INSTRUMENTAL PLAYING

IN BACKGROUND.

AUDIO:

MAYE MUSK: . . . it’s hard

not to!

VIDEO: DISSOLVE TO CU
EYEBROW BEING FILLED IN
WITH BROW BRUSH.

SFX: INSTRUMENTAL PLAYING

IN BACKGROUND.

AUDIO:

MAYE MUSK (VO): COVERGIRL’s

all-in-one kit, fills. . .

VIDEO: DISSOLVE TO CU
EYEBROW BEING DEFINED WITH
BROW BRUSH.

SFX: INSTRUMENTAL PLAYING

IN BACKGROUND.

AUDIO:

MAYE MUSK (VO): . . .

defines. . .

9
VIDEO: DISSOLVE TO CU BRUSH
HIGHLIGHTING BENEATH THE
BROW.

SFX: INSTRUMENTAL PLAYING

IN BACKGROUND.

AUDIO:

MAYE MUSK (VO): . . . and

highlights my brows.

VIDEO: WIPE TO MS MAYE MUSK

SPEAKING.

SFX: INSTRUMENTAL PLAYING

IN BACKGROUND.

AUDIO:

MAYE MUSK: Because life’s

too short for bad eyebrows.

VIDEO: CUT TO MS COVERGIRL

LOGO.

SFX: INSTRUMENTAL STOPS.

AUDIO:

MAYE MUSK(VO): COVERGIRL, I

am what I make up.

10
COVERGIRL

Campaign Proposal
By Taylor Morelli
Lauran Lamastra
Katelyn Kuster
Katie Cushinotto
Anjanique Kent

11
 Group Project Proposal for COVERGIRL

Brand: COVERGIRL
Members:
Anjanique Kent (Coordinator)
Katelyn Kuster
Lauren Lamastra
Katie Cushinotto
Taylor Morelli

Introduction to the Brand

COVERGIRL is an American-based brand of cosmetics founded by Noxzema Chemical
Company in the 1950s.23 Noxzema, mainly known for their skin cream, began to expand outside
of their boundaries. The company hired a new staff that had experience in sales, advertising, and
product development. In the late 1950s, the company released its first two products:
COVERGIRL Liquid Makeup and COVERGIRL Pressed Powder. Noxzema had much success
with their own skin care line, however this was the first time Noxzema began selling makeup and
the success of the sales was almost seen instantaneously.24
In 1989, Procter & Gamble (P&G) acquired the company.25COVERGIRL provides beauty
enthusiasts a large variety of cosmetics at reasonable prices. With the acquisition, Procter &

23
Consumer Health Digest, COVERGIRL: Explore Facts About This Cosmetic Brand, 3 April 2017,
https://www.consumerhealthdigest.com/brands/COVERGIRL (19 January 2018).
24
Cosmetics and Skin, COVERGIRL, 1 June 2017, http://cosmeticsandskin.com/companies/cover-girl.php (22
January 2018).
25
Proctor and Gamble, P & G Company History, 2006,
https://www.pg.com/translations/history_pdf/english_history.pdf (19 January 2018).

1
Gamble agreed to reformulate some of their products to reduce chemicals to ensure the cosmetics
are both environmentally and human healthy. The company recruited “cover girls” who modeled
their beauty products on women’s magazine covers. Successful COVERGIRL models include
Christie Brinkley, Tyra Banks, Taylor Swift, and Rihanna. In 2016, James Charles became the
first male spokes model for the COVERGIRL brand26.

In 2016, Coty, Inc. bought COVERGIRL. With this purchase, COVERGIRL has shifted their
brand’s roots of the classic female models to famous, successful, feminist women who are
represented in Hollywood for their strength in their careers27.This new look for COVERGIRL
makes their products appeal to many different demographics locally and globally. We intend to
promote COVERGIRL as a brand by showing the versatility of their products, devotion to their
customers, and the acceptance of all beauty enthusiasts in our society. We plan to design several
different pieces of advertisement including commercials, online and print ads, and perhaps even
testimonials. We will be incorporating some of the IMC that correspond with advertising in order
to show how COVERGIRL is as a brand and how they have adapted to society.
Ad Analysis
Ad Critique 1

I am what I make up AD 1
“I Am What I Make Up” ad from
COVERGIRL attempts to send the
message that everyone can use
makeup to embrace his or her own
individuality.28COVERGIRL
senior vice-president Ukonwa Ojo
said, “People no longer strive for a
singular standard of beauty, but
use makeup as a tool for self-
expression and personal
transformation…”29 The new line

26
Consumer Health Digest, COVERGIRL: Explore Facts About This Cosmetic Brand, 3 April 2017,
https://www.consumerhealthdigest.com/brands/COVERGIRL (19 January 2018).
27
Coty Inc. (2018). COVERGIRL: Makeup & Beauty https://www.COVERGIRL.com
28
Lisa Kessler and Dorota Sekulska, Coty Announces Transformation of Iconic COVERGIRL Brand,
2017, https://www.coty.com/in-the-news/press-release/coty-announces-transformation-of-iconic-
COVERGIRL-brand (22 January 2018).
29
Kelsey Castanon, COVERGIRL is Getting a Makeover - & These Women are Leading the Charge,
http://www.refinery29.com/2017/10/175599/COVERGIRL-new-slogan-no-easy-breezy-beautiful (19 January 2018).

2
of COVERGIRL`s is a very distinctive group with women from different demographics.
However, as you can see in the pictures above the ad only features females who are famous. The
campaign was strong but could have had a larger impact if it applied to all genders. Some of the
most popular makeup videos and tutorials are being done by males. COVERGIRL missed a
whole demographic with this campaign and not relatable to their customers. Having celebrity
endorsers is a great tactic but COVERGIRL uses their ambassadors in almost every campaign. If
COVERGIRL added everyday females and males or varying backgrounds they would get a
larger response. Our group would replace the celebrities with grandmothers, moms, college
males and females. This would extend the reach of the campaign and make the campaign
relatable. Everyday customers would be inspired to be creative with their COVERGIRL makeup!

Ad Critique 2

So Lashy! AD 2
COVERGIRL announced in October of
2016 that James Charles will be their first
every Male Model. “In an effort to be more
relatable to millennia’s and especially
Generation Z, COVERGIRL signed James
Charles as one of its new spokespersons and
first male model.”30 As we look towards the
future generation, more millennia’s are
creating a more inclusive non-gender binary
environment. This transition for
COVERGIRL is crucial in creating a long
lasting brand with ambassadors that appeal to all customers. Although this is a fantastic
approach, COVERGIRL still places the label “male model” on James Charles, which does not
align with generation Z views on non-binary labels31. COVERGIRL should instead just call
James an ambassador of their brand and have him post beauty tutorials on their website! In
addition, they should collaborate with James to make a makeup line with him under
COVERGIRL. This would inspire all customers to have fun with makeup and to express
themselves.
Introduction to the Team

30
Bryan Koontz, Diversity Marketing in Action, http://sdama.org/knowledge/diversity-marketing-in-action/ (23
January 2018).

31
Bryan Koontz, http://sdama.org/knowledge/diversity-marketing-in-action/

3
Our group consists of solely female members, despite each individuals experience with makeup;
our group could still review this brand because of all its campaigns in popular culture. Aside
from our group being female, we can still offer different opinions about COVERGIRL based on
other experiences in our lives not relating to our gender.
Katelyn Kuster is a junior at Stockton University and is majoring in communication studies. She
has developed skills in graphic design, which hasled her to become the storyboard designer.
Katie Cushinotto is a junior at Stockton University majoring in communication, with a
concentration in public relations and a minor in business studies. She is currently the Vice
President of Administration for the Panhellenic Conference, manages social media accounts for
the Teal Ribbon Project here on campus, and is a writer for the Odyssey. Katie is good at
writing and managing social media.
Taylor Morelli is a senior at Stockton University. Currently, she has an internship with
Stockton`s Marketing and University Relations helping develop social media accounts. Taylor is
good at ad design and creating effective messages. She has chosen to work on the print ads and
the IMC tools because she feels confident in these areas.

Lauren Lamastra is a senior at Stockton University studying Communications with a

concentration in Public Relations and a double minor in business studies and writing. Lauren has
completed two internships, one in sales and marketing and the other in promotions. Lauren
studied abroad in Rome, Italy during the fall of 2017. Her advertising experience includes social
media and marketing campaigns.
Anjanique Kent or Aj, is a junior studying Communications and business at Stockton University.
She is employed by the Office of Residential Life at Stockton University as a Student Worker
and a Resident Assistant. Aj is a good at brand analysis and advertisement development. She
has decided to work on Consumer Audience, and Copywriting.
We choose Anjanique Kent as our group leader because she offered to be our group leader and
helped us choose our brand. Our group coordinator will effectively lead our group project to
completion by:
 Ensuring that all assignments for the project are completed fully and within the time
requirements.
 Providing opinion, feedback, and gratitude to fellow group members in all parts of the
assignment.
 Allowing team members responsible for varying sections their own accountability and
creative freedom when designing their section.
 Give final editing to the overall assignment, with the assistance of team members.

4
 COVERGIRL

Group Project Division of Labor Sheet

Presenting 4/23/2018

Full Name of Group Description of Assignment Group Due Date

Members

Anjanique Kent & Report Part One: The Consumer 2/21/2018

Katelyn Kuster Audience

Katie Cushinotto, Report Part Two: The Advertising 2/21/2018

Taylor Morelli & Media
Lauren Lamastra

Katie Cushinotto Report Part Three: The Message 3/28/2018

Strategies

Taylor Morelli & Report Part Four: The IMC Tools 3/28/2018
Lauren Lamastra

Anjanique Kent & Copywriting 4/5/2018

Katelyn Kuster

Taylor Morelli Print Ads 4/5/2018

Katelyn Kuster TV Commercial/ Script & 4/5/2018

Storyboard

Lauren Lamastra Online Banners 4/5/2018

** Katie Cushinotto Edited Each Section & Taylor Morelli put together portfolio***

5
COVERGIRL
PowerPoint
Presentation Outline

1
 5/7/2018

Part One: The Consumer

Audience
Group Members:
Anjanique Kent (Group Coordinator)
Katelyn Kuster
Lauren Lamastra
Katie Cushinotto (Group Editor)
Taylor Morelli

Brand Introduction SWOT Analysis

● Covergirl is an American cosmetic brand that the Noxzema Chemical Company founded Strengths Opportunities
during the 1950s.
1. It began to selling its first two products Covergirl Liquid Makeup and Covergirl ● An already established brand ● Non-binary products will open market
Compressed Powder in 1961. ● Safe, paraben-free products for new target audience
2. The company recruited many women over the years including Carol Alt, Queen ● Newest owner Coty is one of largest ● New products will cater to all skin
Latifah, Rihanna, and recently a man James Charles to represent the “Covergirl” beauty companies in world, and own care needs
image. many other brands ● Representatives from varying markets
● Easy, Breezy, Beautiful Covergirl is a line known to almost all, but with new may offer opportunities for ventures
ownership comes changes. Weaknesses in other markets

● Lack of high end makeup Threats

● Although makeup is safe, Covergirl
does use animal testing.
● Lack of representatives from
audiences we are trying to target
● Other luxury brands have existed
just as long
● Consumers not accepting new
Covergirl slogan and mission.

Campaign Objectives Target Audience

● Promote new version of Age Class

Covergirl brand.
● Encourage customers to use the ● All ages, young & old ● Lower class, working class, middle
class, & upper class
new tagline.
● Affordable for everyone
● Support all beauty enthusiasts
in an effort to express
individuality.
● Open up channels of
Gender Occupation
collaborations with other
industries and models ● Primarily female, but becoming ● Corporate professionals
gender-neutral ● Stay at home moms
● Students

1

Positioning Statement
“Covergirl is an affordable
brand that encourages all
beauty enthusiasts to
express their
individuality.”
Social Influences:
Reference Groups and Family
Reference Groups
● Average working Janes and Joes
● Beauty bloggers
● Generation X
Family
● With Covergirl we have been around through many generations and find that
the best reference group is family.
● We want focus on the bonding of families with expression and diversity.
Behavioral Influences
Quantity & Usage
● Light Users
○ Informed via email about new
product releases and receive
coupons corresponding to
that product debut.
● Medium Users
○ Will get 25-50% off coupons
that do not expire, and free
samples.
● Heavy Users
○ Upon reaching a
predetermined number of
purchases or dollar amount
spent, they will receive a
50-100$ gift card to our
line
5/7/2018
Cultural Influences, Norms & Values
Original Values New Values
● Affordability & convenience ● Diversity, creativity, &
inclusion
Norms
● Self-expression & acceptance
Psychological Influences
● Brand personality
○ Lively
○ Efficient
○ Glamorous
○ Ramantic
● Psychographis
○ CoverGirl users are likely to be experiencers.
○ They are avid consumers and spend a comparatively high proportion of
their income on fashion, entertainment, and socializing.
○ Their purchases reflect the emphasis that they place on looking good
and having "cool" stuff. Sophisticated.
Brand Relationships
● Loyal and Regular Customers\
○ Every time they spend more than
$25 online and in store, they
Part Two: The Advertising
will receive a $10 gift card
that does not expire, to use
online or instore.
● First Timers
○ When a first time buyer buys
Media
their first product they will
receive a 50% off coupon that
can be used on any product in
store or online for their next
purchase.
2
 5/7/2018

Overall Media Strategy Social Media For CoverGirl

Major Media Types Facebook YouTube

● Online ● Place ads & promo videos on ● Variety of videos including
● Social Media (Facebook, Instagram, YouTube, Pinterest) people’s timelines
advertisements & beauty
● Television ● People can click on ads & it
bloggers using CoverGirl
will take them to the product
Minor Media Types products for makeup tutorials &
Instagram reviewing products
● Newspaper
● Radio ● Display of photos of products, Pinterest
particularly to make them more
visually appealing ● Photos will give users ideas of
how to do makeup & promote
products

Product Placement & Product

Integration Guerilla Marketing:Street Team

Product Placement
Pitch Perfect 2
● Becca is backstage getting ready
by a team of beauty professionals
● On the makeup counter is a pink
cosmetic bag that says
“CoverGirl”
● Around the bag is a variety of
CoverGirl products
Product Integration ● Covergirl bus displayed in city or outdoor shopping
plaza
Project Runway
● People can come in bus & receive makeover, tips on
● In their 16th season they made makeup styles, or test new products.
changes pertaining to the size
and diversity of the models
● This aligns with CoverGirl’s new
campaign > aimed at inclusivity &
empowering women
● Only uses CoverGirl on their
models > logos & products are
seen throughout

Guerilla Marketing: Ambient Media Guerilla Marketing: Buzz Marketing

Display CoverGirl around the workplace for business women
● Install CoverGirl vending machines in major cities
● Spread across the city & be stocked with the most popular products
● Help us advertise our brand but also help consumers and add convenience
factor
CoverGirl will hold makeup competitions
● Makeup competition for who has the best Halloween makeup
● People can enter by posting their picture to our facebook page
● Whoever gets the most likes will win & receive a $1,000 shopping spree at
Ulta Beauty

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 5/7/2018

Emotional Strategy

Soft Sell Strategies

● Showing an inspirational video ad of women empowering other women &

Part Three- Message ●

lifting each other up
They all teach other they are beautiful on the inside & out as they are

Strategies applying CoverGirl products

Feeling of Involvement

● Participate in LGBTQ sponsored events

● Participate in Breast Cancer Awareness Month in October

Message that Drives Perception: Persuasive Strategies: Selling

Unexpected Media Premises

Benefit:
● Giant CoverGirl pressed powder
● Offers many different products & shades for every type of skin
compact placed in front of Target
or Sephora store in the downtown
area of a major city to grab
Promise
shoppers attention
● One of the best drugstore makeup brands and sold at an affordable price

Reason Why

● Expanding our market to target gender-neutral audiences and gives you the
best bang for your buck

Association Strategies Message Approaches

Demonstration
Sponsorship Strategies
● “How-to” section on their website
● Frequently partners with Ellen to give checks to people in need
● Support Proctor & Gamble Children’s Safe Drinking Water Campaign Problem/Solution

● Problem: uneven skin tone

Linking Strategies ● Solution: CoverGirl foundation &
concealer
● Link beauty enthusiasts who love bold makeup styles to those who wear it
to be more natural Slice of Life
● Styles that go from day to night
● Young work professional taking her
makeup look from the office to
cocktail hour

4
 5/7/2018

Traditional Promotional Tools

Price Deals
Cents off, price pack, bonus pack

● 50% off all CoverGirl cosmetics during New York and Paris Fashion week.

Part Four: The IMC Tools Coupons

Instant redemption, bounce back, one off, response offer, scanner delivered, cross
ruffing

● Online customers will receive bounce-back coupons if their order is over $50,
they will receive a 10% plus free shipping on their next online order.
Sampling
Response, cross-ruff, media, professional, selective

● As consumers sign up for updates about CoverGirl, they will also receive samples
through the mail.

Interactive Promotional Campaign Interactive Promotion Campaign

Objectives Strategies
CoverGirl will promote these interactive campaigns through social media and
with the use of our brand ambassadors
1. Change the way people see CoverGirl
2. Reach our new target audiences 1. The Graffiti Campaign is an opportunity for customers to advertise for
3. Get customers to experience makeup in a new way CoverGirl when they post photos using the hashtag
4. Use brand ambassadors to promote products 2. CoverGirl will repost the photos that use the hashtag revealing what the
campaign stands for
3. Ambassadors will do promotional videos about the “perk” boxes creating a
desire for customers to spend $40 for the first box
4. Perk boxes will feature coupons and flyer with our new products

Graffiti Art “Perk” Boxes

Traditional PR Tool:Corporate Advertising

● We plan to use corporate advertising as our main strategy

● CoverGirl has developed such a recognizable name, we are looking to use

that to our advantage

● Instead of using the old slogan, we want to make people aware of the way
CoverGirl rebranded themselves after Coty purchased the company

Katy Perry

5
 5/7/2018

Traditional PR Tool: Media Tour Interactive PR Campaign Objectives

● Invite photographers to the CoverGirl headquarters
1. Build brand awareness
● Opportunity for them to photograph our latest products on models, how it 2. Launch new products and services
is applied in different styles, and how the makeup is made 3. Improve stakeholder relations

● Our hopes is that CoverGirl becomes translucent and the public can see
what goes on behind the makeup and the photoshoots

● We will invite different countries that sell our products to embrace the
cultural differences and expand on our global platform.

Interactive PR Campaign Strategies Direct Marketing

● Launch Make Yourself Up which is a line to provide a product without

compromise: high quality and long lasting products while sampling a wide Catalogs Direct Response Mobile Marketing
variety of mascaras. ● Show customers our Marketing ● Photos of CoverGirl
○ CoverGirl and Birch Box will launch a campaign with traditional media products ● Use print media such as products with black
outreach to bloggers, newspapers, wires and magazines ● highlight our magazine articles to backgrounds.
foundations for every promote people to use ● Partner with buzzfeed.
○ A custom Facebook tab where visitors could declare their Makeup
skin tone CoverGirl makeup. ● A series of videos with
Independence
● Customers will be able CoverGirl, Cosmopolitan CoverGirl brand
○ Receive a free six month subscription to Birch Box to call in an order, ambassadors.
and Teen Vogue
○ A road tour to 10 cities, where consumers could try the latest order online or find a ● Radio morning talk
products and declare ‘Makeup Independence’ through a custom iPad app store near them. shows.
○ A 70-blog tour through Makeup World

Interactive Direct Marketing

Campaign Objectives & Strategies

Objectives Strategies

Buzzfeed will provide an endorsement for

New packaging to attract new
Advertising Copy
1.
the everyday consumer and explain why
customers
our products are so great. This will
advertise our new products and make non-
2. Get women to switch makeup customers want to try our brand. In
brands to CoverGirl addition, consumers will fall in love
with the new products based on the
visuals presented in the media.
3. Find out what the customer is
looking for in a their makeup

6
 5/7/2018

Indirect Action Headline: Blind

Headlines
“The perfect wings.” -Katelyn Kuster

Direct Action Headline: Assertion

Advertising “You are the Covergirl.” -Anjanique Kent

Copy “Makeup for everyone.” -Taylor Morelli

Jingle/Slogan: Unexpected Phrases

“Making men glamorous.” -Katie Cushniotto Print Ad
“Maybe it's Maybelline, but it’s probably
Covergirl.” -Taylor Morelli

Jingle/ Slogan: Cuing for the product

“Covergirl doesn’t mean cover up.” -Lauren

Lamastra

Print Ads:
All Art
Print Ads:
Picture Window

Print Ads: Print Ads:

Non Linear Dominant Type

7
 5/7/2018

Print Ad: Grunge 1 Print Ad: Grunge 2

Banner Advertisements 1

Banner Ad

Banner Advertisements 2 Banner Advertisements 3

8

Script & Storyboard
VIDEO:
WIPE TO CU JAMES CHARLES
DRINKING A CUP OF COFFEE.
SFX: INSTRUMENTAL CONTINUES IN
BACKGROUND.
AUDIO:
JAMES CHARLES (VO): . . .
stays on throughout. . .
Storyboard &
VIDEO:
WIPE TO LS PAN L JAMES CHARLES
WALKING DOWN THE SIDEWALK WITH
A SHOPPING BAG IN HIS HAND
Script
WITH HIS TWO FRIENDS.
SFX: INSTRUMENTAL CONTINUES IN
BACKGROUND.
AUDIO:
JAMES CHARLES (VO): . . .
“On All Day”
every part of your day.
VIDEO:
WIPE TO CU PAN L 11 DIFFERENT
SHADES OF LIPSTICK WITH CAPS
OFF.
SFX: INSTRUMENTAL CONTINUES IN
BACKGROUND.
AUDIO:
JAMES CHARLES (VO): . . . and
with 11 different shades, you
can express yourself in any
way.
VIDEO:
OPENS ON CU PAN R WOMEN’S
CHEEK.
SFX: ABOVE AND BEYOND BY
ALUMO INSTRUMENTAL PLAYING
IN BACKGROUND.
Storyboard &
AUDIO:
ANNCR (VO): Get the perfect
glow that every beauty
enthusiast wants. . .
Script-2
VIDEO:
CUT TO CU PAN R ALL VITALIST
HEALTHY ELIXIR PRODUCTS IN A
“Glow Up”
ROW.
SFX: INSTRUMENTAL PLAYING IN
BACKGROUND.
AUDIO:
ANNCR (VO): . . . with
CoverGirl’s NEW Vitalist
Healthy Elixir family of
hydrating healthy products.
5/7/2018
VIDEO:
OPENS ON CU JAMES CHARLES IN
HIS BEDROOM PUTTING ON
COVERGIRL’S OUTLAST LONGWEAR
LIPSTICK.
SFX: DJ SNAKE X JUSTIN BIEBER
TYPE BEAT “AWAKE” INSTRUMENTAL
PLAYING IN BACKGROUND.
AUDIO:
JAMES CHARLES (VO): From the
moment you put it on. . .
Storyboard & VIDEO:
CUT TO CU HAND THROWING AWAY
MAKEUP REMOVER TOWEL INTO TRASH
Script-1
CAN.
SFX: INSTRUMENTAL CONTINUES IN
BACKGROUND.
AUDIO:
“On All Day”
JAMES CHARLES (VO): . . . to
the time you take it off.
VIDEO:
CUT TO LS JAMES CHARLES
GRABBING A CUP OF COFFEE AT A
COFFEE SHOP.
SFX: INSTRUMENTAL CONTINUES IN
BACKGROUND.
AUDIO:
JAMES CHARLES (VO): CoverGirl’s
Outlast Longwear lipstick. . .
VIDEO:
WIPE TO CU ZOOM OUT JAMES
CHARLES LIPS SPEAKING.
SFX: INSTRUMENTAL IS
QUIETLY PLAYING IN THE
BACKGROUND.
Storyboard &
AUDIO:
JAMES CHARLES: Because I am
what I make up.
Script
VIDEO:
DISSOLVE TO MS COVERGIRL
“On All Day”
LOGO.
SFX: INSTRUMENTAL IS
QUIETLY PLAYING IN THE
BACKGROUND.
AUDIO:
JAMES CHARLES (VO):
CoverGirl.
VIDEO:
WIPE TO CU WOMAN FINGER PUMPING
FOUNDATION THAT FALLS PAST THE
BOTTOM OF THE SCREEN.
SFX: INSTRUMENTAL PLAYING IN
BACKGROUND.
AUDIO:
ANNCR (VO): For a flawless,
natural look try vitalist healthy
elixir. . .
Storyboard &
VIDEO:
WIPE UP TO CU OIL DRIPPING FROM
THE TOP OF THE FRAME AND
Script
SPLASHING INTO OIL AT BOTTOM OF
THE FRAME. “E, B3, B5” APPEAR ON
SCREEN.
SFX: INSTRUMENTAL PLAYING IN
BACKGROUND.
“Glow Up”
AUDIO:
ANNCR (VO): . . . that is infused
with vitamins, E, B3, and B5 . .
.
VIDEO:
WIPE UP TO CU SUN ON TOP HALF OF
THE FRAME WITH “SPF 20” APPEARING
ON BOTTOM HALF OF THE FRAME.
SFX: INSTRUMENTAL PLAYING IN
BACKGROUND.
AUDIO:
ANNCR (VO): . . . And SPF 20!
9
 5/7/2018

VIDEO: VIDEO: OPEN TO CU PAN R EYES AND

WIPE DOWN TO CU HIGHLIGHTER EYEBROWS.
IMITATES THE SUN ON BOTTOM OF THE
SCREEN. SFX: “YOUR BODY” BY ED SHEERAN TYPE
BEAT BY DRFSPACE BEATS.
SFX: INSTRUMENTAL PLAYING IN
BACKGROUND. AUDIO:
MAYE MUSK (VO): It’s okay to be
AUDIO: obsessed with beautiful
ANNCR (VO): Finish with the brows. . .
Vitalist Healthy Glow
Highlighter. . .

Storyboard & Storyboard &

VIDEO: WIPE TO CU COVERGIRL’S NEW
EASY BREEZY BROW KIT.
VIDEO:
DISSOLVE TO LS BUSINESS WOMAN
SFX: INSTRUMENTAL PLAYING IN
STRUTTING THROUGH THE STREET.
BACKGROUND.

Script SFX: INSTRUMENTAL PLAYING IN

BACKGROUND.

AUDIO:
Script AUDIO:
MAYE MUSK (VO): . . . because with
CoverGirl’s NEW Easy Breezy Brow
Kit. . .
ANNCR (VO): . . . to illuminate
YOUR look.

“Glow Up” VIDEO:

“Browtastic” VIDEO: CUT TO MS MA0YE MUSK
CUT TO MS COVERGIRL LOGO. SPEAKING.

SFX: INSTRUMENTAL QUIETLY PLAYING SFX: INSTRUMENTAL PLAYING IN

IN THE BACKGROUND. BACKGROUND.

AUDIO: AUDIO:
ANNCR (VO): MAYE MUSK: . . . it’s hard not to!
CoverGirl, I am what I make up.

VIDEO: DISSOLVE TO CU EYEBROW BEING

FILLED IN WITH BROW BRUSH.

SFX: INSTRUMENTAL PLAYING IN

BACKGROUND. VIDEO: WIPE TO MS MAYE MUSK
SPEAKING.
AUDIO:
MAYE MUSK (VO): CoverGirl’s all-in-one
SFX: INSTRUMENTAL PLAYING
kit, fills. . .
IN BACKGROUND.

AUDIO:
MAYE MUSK: Because life’s

Storyboard & Storyboard &

too short for bad eyebrows.
VIDEO: DISSOLVE TO CU EYEBROW BEING
DEFINED WITH BROW BRUSH.

SFX: INSTRUMENTAL PLAYING IN

Script Script
BACKGROUND.

AUDIO:
MAYE MUSK (VO): . . . defines. . .
VIDEO: CUT TO MS COVERGIRL
LOGO.

“Browtastic” “Browtastic” SFX: INSTRUMENTAL STOPS.

VIDEO: DISSOLVE TO CU BRUSH AUDIO:

HIGHLIGHTING BENEATH THE BROW. MAYE MUSK (VO): CoverGirl,
I am what I make up.
SFX: INSTRUMENTAL PLAYING IN
BACKGROUND.

AUDIO:
MAYE MUSK (VO): . . . and highlights my
brows.

Works Cited
Consumer Health Digest. CoverGirl: Explore Facts About this
Cosmetic Brand. (2017, April
03). Retrieved January 22, 2018, from
https://www.consumerhealthdigest.com/brands/covergirl
Koontz, B. (2017, January 30). Diversity Marketing in Action.
Retrieved January 23,
2018, from http://sdama.org/knowledge/diversity-
marketing-in-action/

Coty Inc. (2018). Covergirl: Makeup & Beauty. Retrieved January
23, 2018, from https://www.covergirl.com
CoverGirl. (2017, June 1). Retrieved January 22, 2018, from
http://cosmeticsandskin.com/companies/cover-girl.php
Mitchell, Nancy, Sandra Moriarty, and William Wells.
Advertising Principles and Practice.
Upper Saddle River: Prentice Education Inc., 2009.
P&G. (2006). P & G Company History [PDF]. Procter &
Gamble.
https://www.pg.com/translations/history_pdf/english_history.pdf

CoverGirl Makeup Noxzema. (2015, November 27). Retrieved

Valeriya Safronova, Meet CoverGirl’s New CoverBoy, The New York
January 22, 2018, from
Times, 12 October 2016,
https://www.youtube.com/watch?v=Y8ObzbqFP5Y#action=sha
https://www.nytimes.com/2016/10/16/fashion/meet-
re(covergirl commercial Noxzema)
covergirls-new-cover-boy.html, (27 March 2018).
Gursky, Rachel. “CoverGirl has a New Look and a New Ad
Campaign.” Kantar Media. 8
February 2018. https://www.kantarmedia.com/us/thinking-
and-resources/blog/whos-on-top-advertising-creative-
012918. (18 February 2018).

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