For this ad, I appealed to a strong sense of personal attractiveness. By using terms like “You are beautiful, naturally,” “Don’t cover up your beauty,” and “Reveal it,” I focused on the idea that this product enhances the beauty that is already there, rather than covering up flaws or “fixing” someone’s looks so they become attractive. This encourages the audience to associate a confident self-image with the product, creating a positive association with the product and the brand.

The goal of this project was to drive sales of a new lipstick that enhances natural beauty and doesn’t look over-the-top. The project called for highlighting two of the product’s features: reflective pigments and moisturizers. The audience was women ages 24–40 who regularly purchase beauty items.

The Project

CoverGirl (spec)

Print Ad: Magazine

The Strategy

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