The Client
COVERGIRL is a well-known, reputable make-up brand that is accessible and sold at drug stores everywhere. The brand voice is fun, stylish, promotional, and empowering. The goal was to promote their new ColorMatch True You Lipstick that women can purchase at their local drugstore.
The TASK
The Creative Brief asked for a single-page, full-color glossy magazine ad that would run in various fashion magazines. The goal of this ad is to drive purchases of the new ColorMatch True You Lipstick.
The Approach
I carried out market research to identify the target audience: make-up lovers ages 24-40 who regularly purchase health and beauty items at their local drugstores. They are interested in looking their best and using makeup to boost their confidence and enhance their natural beauty.
With this in mind, I crafted copy that draws the target audience in and intrigues them to purchase this product in order to feel empowered and beautiful in their own skin. The aim was to focus on the “reflective pigment” coloring and the hydrating factors, so that women feel they can make the most of their natural beauty by enhancing their already beautiful features.