COVERGIRL

Spec Magazine Ad for True You Match Lipstick

Kimm's Copy Portfolio Magazine Ad for True You Match Lipstick

Project background

Create a magazine ad that drives purchases for COVERGIRL'S True You Match Lipstick.

GOALS

  • To promote that this lipstick helps women make the most of their natural beauty

  • Encourage enhancing style without looking fake or dramatic

  • To convey it is a look they can wear from day to night, all while hydrating lips and keeping them healthy and soft.

Audience & Tone

I am speaking to women aged 24-40 who regularly purchase health and beauty items at local drugstores. They like looking their best and enjoy shopping for items that help them do this. These shoppers are confident and like using makeup to enhance their natural beauty.

The tone should be fun, stylish, and promotional.

Creative process

  • Contemplate the ad running in women's fashion magazines

  • Show tube(s) of lipstick to make it easily identifiable in-store

  • Show the model wearing True You Match Lipstick

  • Mention it is a new type of lipstick that matches the wearer's natural lip color and enhances it with reflective pigments

  • Include that it also hydrates the lips keeping them healthy and soft

I researched the brand and studied past advertisements and campaigns. After realizing that they had departed from their iconic slogan “Easy, Breezy, Beautiful Covergirl.” for “I Am What I Make Up.”, I knew my starting point and the foundation of my ideas would be drawn from praising self-identity.

This new interchangeable tagline/slogan wants to encourage individual expression and acknowledge that people can “unapologetically create any version of themselves through makeup,” according to COVERGIRL's press release.

Dimensions - 1 single-page, full-color gloss magazine ad

- 8 1/4" x 11 1/8"

Final results

Using words such as: confidence, style, true, easy, and radiant, really hits home the breezy ability to look great doing you. Bullet points include all the highlights of using the 1 natural shade.

My own tagline "Lead the way, be True to You" plays on the lipstick name but more importantly offers a sense of strength and purpose.

COVERGIRLMADE is an existing company hashtag and lends itself to feeling a part of the COVERGIRL Club.

The call to action implies convenience while the leaping bunny logo ensures supporting animal-free testing.

Kimm's Copy Portfolio Magazine Ad for True You Match Lipstick
COVERGIRL's Newest Slogan Inspiraton

Graphic Designer

Bernadeth S. Bangod

bsbcreativedesigns.com