The Client

COVERGIRL is an American cosmetics brand. They offer accessible, affordable, and inclusive products for everyone.

The Target Audience:

Lovers of makeup aged 24-40 who like to look their best and enjoy regularly shopping for the products to help them achieve this. They confidently use makeup to enhance their natural beauty.

Tone:

Fun, Stylish, Promotional.

The Objective:

The main goal of this magazine ad is to drive purchases of the new COVERGIRL TrueYou Match lipstick. It is a new type of lipstick that matches the wearer’s natural lip colour and enhances it with reflective pigments. The lipstick is a hydrating formula that nourishes lips, keeping them soft and healthy.

The Tactic:

I created a headline that captures the benefits the wearer will see and feel using the new lipstick. It embraces the uniqueness of every individual, with the promise of enhancing their natural beauty. The body of the ad carries a fun and stylish tone, with benefits that ignite a desire for what the product delivers, and how the wearer will feel. I’ve created two ads with different images to reflect Covergirl’s inclusivity. The appeal of the new lipstick is conveyed in a way that makes it irresistible to the target audience.