Client: COVERGIRL is an established American cosmetics brand owned by Procter & Gamble.

 

Challenge: Connect with confident make-up lovers who like looking their best and making the most of their natural beauty by keeping a “no make-up” look for any occasion, day or night. The objective was to drive purchases at local drugstores.

Solution: I created copy that evokes relief and confidence as this new technology enhances the wearer’s natural colour and lasts long on the lips, waiving the need to buy or carry several lipsticks without compromising looks. With designer Jaque Carvalho, we show models wearing natural-tone make-up—so that prospects can see themselves in them—and the lipstick tubes so that they can be easily identifiable in-store.