COVERGIRL

The Client:

Covergirl is a category leader in the makeup industry. They pride themselves on being diverse and encourage self-expression through makeup. Their products are affordable and inclusive and can be found easily on the high street.

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The Project:

Covergirl are launching their new 'TrueYou Match' lipstick. A lipstick that matches the user's natural lip colour and enhances it, without looking fake or over-the-top. 

 

The client would like a full page magazine advert to promote the new product and drive purchases. 

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My Solution:

From research, I know that the target audience is makeup users between 24-40 years old. They are confident and enjoy shopping for products that help them look their best. 

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As well as promoting how the lipstick would make the customer look, I wanted to portray to them how it would make them feel about themselves. The heading "Feel naturally gorgeous, feel true to yourself, feel like a cover girl" speaks to their desire to feel their best when wearing the product.

 

Further down the ad, the copy reinforces the idea that the product's natural tones enhances the users natural beauty.

 

During the creative brief, the designer and I were torn between two versions of this creative.

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The first is very vibrant with it's burnt orange background. This fits the Covergirl brand, as most of their previous adverts are of a similar bright, colourful design.

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The second has much more neutral tones with a clean, fresh feel. This is very much in-line with the product being advertised. The model's lips stand out against the neutral surroundings. 

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We decided to apply the copy to both designs so that the client would have 2 options to choose from.