covergirl imc campaign

Mystery Market Who they are and what they mean for CoverGirl!

Selena Gomez

Secrets behind her new campaign

Jointhe

fun!

What’s next for CoverGirl? You won’t believe what we have in store!

Spring 2012

Brittany Davies

An IMC Plan for CoverGirlIntegrated Marketing Communications Campaign

byBrittany Davies

IMC Class of 2012

IMC 830: IMC Campaign Project

Submitted in partial fulfillment of the requirements for the degree ofMaster of Arts in Integrated Marketing Communications

in the Graduate School of theRussell J. Jandoli School of Journalism and Mass Communication

St. Bonaventure University, St. Bonaventure, New York

May 2012

Approved ____________________________________ IMC Program Director: Brother Basil J. Valente, O.F.M.

Date _________________________________________

Situation Analysis5 A look back on where CoverGirl has been. You won’t believe where we’re going!

Introduction

Summary Executive

3 Want a sneak peek? Read this!

4 The 411 on CoverGirl

Primary Research 12 We found out what?! Get the scoop on CoverGirl’s latest findings!

AnalysisSWOT

14 CoverGirl scopes out plans for future success

Overall IMC Objectivesand Strategy17 We set our goals! What are they and can we reach them?

Marketing CommunicationsStrategy18 Who, what, where?! CoverGirl has a new audience. We’ve got the low-down on who they are!

Creative Strategy23 Sure, we’ve set our rules, but that won’t stop us from having fun!

Campaign Tactics

Internal

24 Advertising26 Promotions and Public Relations28 Digital and Social Media Marketing 30 New Products31 Product Placement31 New Pricing

Communications32 Keeping every employee up-to-date on the campaign

Crisis Communications33 Houston, we have a problem!

CampaignTimeline35 Let’s get started!

CampaignBudget and ROI36 Budgets, budgets, budgets!

Evaluation38 Did we meet our goals? Let’s check!

Conclusion40 Come on, you know you’re interested!

Appendices41 Need more convincing? Look here!

Since 1960 CoverGirl has been one of the most popular makeup brands in America. Providing a wide variety of products at a reasonable price, CoverGirl has exceptional sales and outstanding brand recognition.

Procter & Gamble, CoverGirl’s parent company, pride themselves on their superior understanding of their consumers’ needs and building lasting brand to consumer relationships.

So what could actually be done to improve a brand that has done fantastic things? How could one say that CoverGirl is missing something?

That’s where this plan comes in.

Currently CoverGirl targets women anywhere from the ages of 18 to 45 years old, plus. While this market is very

important and vital to CoverGirl’s sales, there is another market waiting to be uncovered.

In this plan, CoverGirl will begin marketing to teen females between the ages of 12 and 18 residing in the United States. Throughout the whole campaign, CoverGirl will focus on conveying their messages in a sensitive way, while understanding the needs and wants of these girls, all while gaining mom’s approval.

This plan will: increase brand trial, increase CoverGirl’s customer count, increase sales, and take a sensitive approach to who the target market is and their vulnerability.

For fifty-two years CoverGirl has done exceedingly well, but now it’s time to take on a new and untouched market.

Executive Summary

Brittany Davies | COVERGIRL 3

What Is CoverGirl?Imagine that you’re in junior high. You’re getting ready for school; you slowly sneak down the stairs, and then BAM! Mom’s eyes in the back of her head caught you.

You have raccoon eyes because you have no idea how to put on mascara and master that smudged look. Your lip-gloss does not match your skin tone. Your eye shadow is so 1980. You’re secretly dying of embarrassment.

Wouldn’t it be great if there was a brand that was there, ready, and willing to teach you how to wear makeup when you’re ready?

It’s been here all along!

Founded in 1960, CoverGirl came to be known as America’s cosmetic brand. From Jennifer O’Neill, the first CoverGirl spokeswoman, to Sophia Vergara, the brand has set out to convey the “girl next door” feel with a glamorous and affordable undertone.

By selecting culturally diverse spokeswomen to represent different collections within the brand, CoverGirl appeals to all different types of women. From those looking to gain clearer skin, to the ones who want a dramatic look, the brand has the products to make that want or need come true.

But today, CoverGirl is targeting a new realm of makeup users. Today it’s about those just starting their makeup adventure. It’s about those girls who want mom’s approval while learning to be independent and empowered.

CoverGirl is no longer overlooking a very important and crucial market. Teen girls not only have the potential to become loyal consumers, but hold the possibility of taking CoverGirl to another level.

COVERGIRL | Brittany Davies4

Situation Analysis

Q. What products does CoverGirl offer?A. CoverGirl, an American makeup brand, caters to women and girls all around the world. Offering a variety of products to suit different skin tones and types, CoverGirl is currently expanding their product line, as well as their brand, so every female can find a product to fit her lifestyle.

CoverGirl offers a wide array of products for females from foundation, to eye shadow, eyeliner, mascara, nail polish, lip stains, and lip-glosses. The cosmetic products are sorted out into different collections that appeal to different types of makeup users. Collections currently include: Blast, Clean, Exact, NatureLuxe, OutLast, Simply Ageless, TruBlend, and Queen.

What are CoverGirl’s strengths and weaknesses?

A. Whether a female wants length or volume, color or coverage, there is a CoverGirl product to meet her need. Made with clean, non-comedogenic and non-acnegenic ingredients, CoverGirl products are safe for any skin type to use.

Strengths: clean ingredients

varietycolorful

affordableWeaknesses:

hard to match skin tones and complexion for foundations

Q. What are the features and benefits of CoverGirl makeup?

A. Features:

lightweight makeuplarge mascara brushes

infused with jojoba and cucumber extracts SPF 22

non-comedogenic & non-acnegenicsilk protein in lip products

eye liners are self-sharpeningBenefits:anti-aging

boldness, volume, lengthhydrating and moisturizing

long wearingcontrols shine

healthysafe

waterproofprecision

improves skin’s elasticitysmooth, polished look

Q.

5 Brittany Davies | COVERGIRL

Market Analysis and Trends

PsychographicsCoverGirl users are very up-to-date on trends and enjoy searching the Internet for the latest cosmetic fashions. They enjoy interacting with the CoverGirl brand by posting photos of their makeup experiments andbeing constantly connected to a beauty consultant.

“Many of our consumers want to be the first to know about the latest

trends in makeup and go online to find out what’s new and hot,” stated Vince Hudson, former marketing director of CoverGirl of North America (Neff). CoverGirl’s NatureLuxe collection opened up an opportunity for CoverGirl to market to a specific niche. NatureLuxe users want luxury items at a reasonable price.

Blast collection users also have a personality of their own. According

GeographicsCoverGirl products provide use to girls and women all around the world. Since P&G is a global brand, it is becoming easier to find CoverGirl products anywhere.

DemographicsCoverGirl’s target market is very broad appealing to females from the ages of 16 to 45 years from all races and cultures.

6 COVERGIRL | Brittany Davies

“Many of our consumers want to be the

first to know about the latest trends in makeup and go online to find out

what’s new and hot.”

to the ARF, “…They often look for mascaras that offer volume as a benefit because they think it makes their eyes appear bigger andconsequently more attractive. We internally called them the Eye Divas” (The ARF).

Decreasing Email UsageSocial media sites, primarily Facebook, are responsible for email’s downfall. Teen users have the opportunity to have a messaging system built into their Facebook profiles, lowering the need to open additional tabs.

Increase in Social Media UsageA trend watch indicated that tween social media usage was to increase


Trends among 12-18 year olds females in the USA

to 53 hours a week in late 2010 (The Henry Kaiser Family Foundation).

The Great Digital DivideA recent Pew Internet Research finding indicated that Internet usage is highest among white teens that have college educated parents with a household income of above $50,000. The availability of broadband and high-speed Internet allows for greater interactivity among users and for a huge increase in social media usage (Purcell).

Going GreenThis trend is very popular among the Millennial Generation in America. It is very important to these consumers that their products are natural and safe

to use. When it comes to skin, going bare is what girls are striving for.

More and more women are turning toward all-natural products and forms of application. As a result, cosmetic companies are making more “barely there” makeup products that allow women the coverage they want without going overboard (PR Newswire).

Distribution Analysis

“CoverGirl is the leading cosmetics brand in the U.S. mass market with over $700 million in annual sales” (The ARF). As a brand under parent company Procter & Gamble, CoverGirl is not its own separate entity.

Marketing and AdvertisingAccording to Ad Age’s Marketer’s Tree 2010 Ad Spending, CoverGirl’s parent company, Procter & Gamble, is the top national advertiser in the USA spending around $4,188.9 million a year (Advertising Age).

Current Financials

CoverGirl products are manufactured in various locations throughout the United States by parent company, Procter & Gamble, Inc. From the manufacturing plant, products are then shipped off to wholesale distributors and then to retail and grocery stores like Walmart, CVS, Rite Aid, Tops, etc.… Direct online purchasing channels also make it possible for the consumer to buy CoverGirl products on sites such as Covergirl.com and drugstore.com.

MacroenvironmentWith America currently in an economic recession, people are not spending the way they used to on themselves, while oddly, parents tend to be spending more on their children.

According to trendwatching.com, a 2011 trend brands implemented was pricing products and offering special features and discounts to customers over digital and social networks (trendwatching.com). In today’s economy, consumers seek out value that is worth the cost.

In today’s culture, girls are growing up faster when it comes to the clothes they are wearing and the age they start to wear makeup. Cliques in middle school and high school often depict they way a girl will present herself.

Currently in the United States, there are 13,000,000 girls in between the ages of 12-18.

Economic

Vince Hudson, former marketing director of CoverGirl North America, stated that CoverGirl spends as much as 10% of their measureable budget in digital marketing (Neff).

ExpansionAccording to Jon Moeller, CFO of Procter & Gamble, the company had high expectations for 2011. With an expected growth of 3-5%, P&G hoped to enter “750 new category price tiers worldwide” (Pitman).


Cultural

Demographic

Easy, Breezy, Beautiful CoverGirlCreated by Mark Pritchard in 1996, the “Easy, Breezy, Beautiful CoverGirl” campaign launched CoverGirl into the “number one mass-market share position in the U.S., Canada and Switzerland, while also doubling its share in Mexico and substantially increasing sales in Australia” (Facebook).

These ads, both print and television, feature CoverGirl endorsers using products that compliment their skin tones and enhance natural beauty. This campaign was also featured on America’s Next Top Model. The campaign is currently in use and is very successful.

Blast CoverGirl’s Blast campaign was the number one mascara launch in history (Procter & Gamble). During Blast’s creation process in 2005, a team was put together that focused on marking Blast the leader in eye makeup. Blast’s campaign and product use was meant to make women feel bold, brilliant, and beautiful (Procter & Gamble). This campaign is currently in use and very successful while the collection continues to grow (The ARF).

NatureLuxeCoverGirl’s most recent products from the NatureLuxe collection were introduced in January 2011. This campaign focuses on fresh makeup that is made with natural ingredients and goes on light as air. Appealing mainly to women who are interested in natural beauty, this product is viewed as a luxury item.

Even though this campaign has been very successful while being represented by Taylor Swift, there has recently been controversy over the post-production enhancing of Swift’s eyelashes in the print advertisements. Forcing magazines to remove the ads, readers were enraged that CoverGirl would mislead them in any way about their products (Vega).

Historical Results


CoverGirl VS.

A Competitive Analysis

Maybelline Clinique


Maybelline, CoverGirl’s leading competitor, is owned and sold globally by L’Oreal.

Target audienceServing as the world leader in mass market color cosmetics, Maybelline speaks to women of every culture with any income who are looking for a bold and colorful makeup with a catwalk feel.

Brand RecognitionUsing their tagline, “Maybe she’s born with it, maybe it’s Maybelline,” the brand has come to have a very strong recognition among consumers.

Advantage over CoverGirl Currently Maybelline is working to become the number one cosmetic brand in the USA. Offering eye, face, lip, and nail products, Maybelline offers more product choices than CoverGirl. Products can be found at every mass retailer and select cosmetic specialty stores in the United States, as well as online, at an affordable price putting them at a very close run with CoverGirl.

Clinique cosmetics, owned by Estee Lauder, is priced significantly higher than CoverGirl.

Target Audience Clinique is targeted toward any woman, fromteenagers to grandmothers, with a higher middle class income. These women appreciate high quality cosmetics that not only focus on makeup, but making skin look healthy and glowing.

Brand RecognitionClinique focuses mainly on their popular 3 Steps. 3 Steps is a set of three products that are used twice a day to promote healthier and clean skin.

Advantage over CoverGirl Endorsing products mainly through print ads and in-store advertising in department and cosmetic specialty stores, Clinique has a high reputation among mothers because it is allergy tested, dermatologist recommended, and fragrance free. Another highlight of Clinique products is that their cosmetic tools are coated with an antibacterial solution, lowering the chance for cosmetic induced infections. Their cosmetic products are very high quality, but come at a price.

CoverGirl products are something both you and mom can agree on. From mascara to lip gloss, fill your bag up with the things you love!

DAUGHTER KNOWS BEST

EASY, BREEZY, Beautiful

Primary Research

SurveyA survey was conducted on Surveymonkey.com among 50 females between the ages of 12 and 18 and between 50 mothers of teenage girls.

The survey was distributed to mothers since teens often push suggestions through to their mothers.

Why Do They Wear Makeup?When asked, teens didn’t say they wear makeup to feel older, more mature, or trendy. They wear it to feel pretty and confident. However, they prefer a lighter, airy look.

Dirty HabitsAccording to the survey, teen girls purchase new makeup at least every six months.

Samples, please!While influence from mothers and friends encourage product choice and purchase more than advertising, girls want to see firsthand what the makeup can really do for them.

Real Thoughts from our Target

WHAT MOM’S SAYING...WHAT TEEN GIRLS ARE SAYING...


Au-Natural Mothers don’t mind if their daughters wear makeup as long as the look is “light.” They prefer products such as mascara, eye shadow, and lip-glosses.

Monthly AllowanceOut of 46 responses, mothers are willing to spend an average of $13.54 a month on makeup for their daughter, more if coupons and savings are involved.

Like Mother, Like DaughterSamples highly influence their purchasing decisions.

Representation Both surveys found that Disney star Selena Gomez stands as an appropriate endorser to represent CoverGirl.

13

The target market is also very active online. CoverGirl should focus on becoming an interactive brand. Events, conversations, and social media tactics will allow the brand to build relationships with the target market.

Most importantly, through research we have learned these girls are not using makeup for superficial reasons. They are using it to create a feeling. CoverGirl needs to let girls know that makeup isn’t a “must” at a certain age. When girls feel ready, CoverGirl will be the brand waiting there for them.

CoverGirl needs to most importantly gain interest of teen girls by marketing directly to them. Even though they have strong brand recognition, they weren’t sited as a “favorite brand.”

62% of girls surveyed didn’t have a job, so mothers provide them with funds to buy makeup. Marketing efforts should be approved by mothers because of financial obligations. CoverGirl needs to emphasize affordability to the teen market, but not by coming off as cheap. When teens do have the money, they should feel empowered enough to purchase CoverGirl themselves.

Implications of Research

Brittany Davies | COVERGIRL

SWOT Analysis

Weaknesses are internal gaps or deficiencies that CoverGirl has the chance to improve or do something about. By recognizing their weaknesses, CoverGirl can take the opportunity and turn their weaknesses into strengths.

• Bad brand perception following animal testing reports

• Potential threat of being seen as superficial because of celebrity embellished ads

• Messaging is supposed to convey “girl-next-door,” but advertising and sponsorships do not follow accordingly due to post-production enhancing

• Not taking initiative when it comes to marketing to a crucial and potential loyal target market

Strengths are internal advantages CoverGirl possesses that put the brand above the competition, but are still aspects that could be expanded upon. When some strengths are overlooked and ignored, they can in fact be a weakness to the brand.

• Strong Brand Recognition

• Partnership with America’s Next Top Model

• Product Innovation

• Philanthropic

• Large customer base

• Amble profits

• Distribution channels

• Quality products

Internal


SWOT Analysis


External

Opportunities are external factors CoverGirl can act upon to positively impact the brand.

•Growing teen population in the United States

•Growth in social media usage

Threats are negative external factors that work against the growth and expansion of the CoverGirl brand.

• Economy

• Competition: Maybelline, Almay, Neutrogena, Clinique, Revlon, NYC Color

• Constant change in consumer taste

• Parents

SWOTAction Plan

Overall Campaign Goal

Since CoverGirl is all about catering to the average “girl next door,” they need to convey so in their messaging. They can’t focus purely on looks and celebrity embellished advertising.

CoverGirl could also prosper if they started marketing to teens. The teen population is growing at a rapid rate and is a potential market for the brand to appeal to. Targeting teens also gives CoverGirl the opportunity to become a very social and interactive brand.

In the next year, CoverGirl hopes to be the preferred brand of makeup among teen girls.


Overall IMC Objectives & Strategy

Financial Objectives Increase sales by 8% among females between the ages of 12 and 18 within one year.

Marketing Communications ObjectivesIncrease brand trial by 25% to the target market within one year.

Add 500,000 new customers within one year.

Critical IssuesRecognizing whom the target market is, take a sensitive approach towards how CoverGirl is displayed to appeal to parents as well.



Target Marketing

Emily, a thirteen year-old teen female, resides in Orchard Park, New York. Out of school Emily and her friends keep up on each other’s lives through texting and Facebook messages. When shopping, Emily often has to follow her mother’s budget and guidelines for what she can and can’t buy. Having two older sisters, Emily often likes to shop in the same places as them.

Teen Females 12-15

Marketing Communications Strategy

Kara is a seventeen-year-old female, from Montgomery Village, Maryland. As an eleventh grader in high school, Kara enjoys reading the latest Teen Vogue and viewing the latest trends online. A few times a week, Kara can be found at a local restaurant as a part-time employee working to save money for college, a car, and personal spending money. She is a member of American Eagle All Access Pass and Macy’s Rewards. She likes to buy new things, but only if she can get a deal. Even though she has a job, her mother still has a huge say in what she buys.

Teen Females 15-18


Why are mothers not a target market?

Mothers will not be a target market because just as cereal companies advertise to children, they know that the children are going to push this decision through to their mothers.

Even though CoverGirl is completely accessible to mothers, CoverGirl doesn’t want to make these teens feel that the brand is uncool if their mother is also buying it and wearing it. This campaign will focus purely on making the brand a favorite among teen females.

Target Marketing Continued...

How these girls are the same • Live in suburban, rural, and urban America • Caucasian, African American, Asian, and Hispanic • Uses the Internet frequently to communicate, learn new things, view videos and shop • Members of Facebook • Peer influence and approval are factors of purchasing decisions • Price-conscious, likes deals (eMarketer) • Like things on their terms • Text daily • Multi-task when communicating • In advertising they like: people like themselves using the product/service, humor, good music, and unique graphics (Fuse Marketing) • Practical and realistic • Individualistic, but not completely independent

How these girls are different

12-15 year olds • Most Purchases have to be approved by parents • Junior high students • May not even use makeup, or just starting to

15-18 year olds • Starting their first jobs • Preparing for high school or college entrance • Higher disposable income, spend most of their money in department and apparel stores • Have an idea of what makeup they like, but not set on a certain brand

PositioningFor girls between the ages of 12 and 18 years old, CoverGirl is the makeup that offers the most variety of color, light application, and naturalness all while capitalizing on the latest trends and looks. While other brands force girls to put on another face, CoverGirl will focus on engaging and conversing with teen girls to become a brand they can grow with.


Marketing Communications Mix

PriceCoverGirl prides themselves on having a quality product at an affordable price. However, when it comes to teen girls that are between 12 and 15, it is often their mother who provides the funds to buy makeup. To make Cover-Girl’s price even more appealing to daughters and moth-ers alike, CoverGirl will offer bundle-pricing features, which will be further discussed in tactics.

PlaceCoverGirl is currently sold in wholesale distributors, retail stores, and pharmacies. It is recommended that CoverGirl sell their newest addition, Mini Mascaras, in teen apparel stores by offering the product as an accessory to their outfit. This will be further explored in tactics.

PromotionCommunicating over Facebook, mobile apps, and CoverGirl’s micro site will be very important to promoting CoverGirl. The brand will stay in constant interaction and communication with the consumers. CoverGirl will also provide free trial products online and through coupons in national magazines. See the marketing communications strategies and tactics for detailed information!

ProductCoverGirl is going to focus mainly on advertising the products that would appeal most to the target market, specifically mascaras, eye shadows, and lip glosses. These products would be found in the NatureLuxe collection, LashBlast collection, and OutLast collection.


SNEAK- FREE MAKEUP

With CoverGirl products, you can walk down the stairs in the morning and not worry about Mom losing it. Actually, you’ll make her proud!



Creative Strategy

Background: Why are we advertising?We are advertising because CoverGirl is ignoring a very important market of girls from 12-18 years old. These young girls are very impressionable to new makeup habits and products, which gives CoverGirl the opportunity to start building brand loyalty when it matters most.

To whom are we talking?We are talking to girls between the ages of 12 and 18. A large majority of these girls have just started experimenting and developing their makeup habits without any help from mothers or older siblings. However, they would enjoy if someone did help them build and learn about makeup habits and usage while still allowing them to have their own preferences. Other girls have already established their habits but want to experiment with new brands of makeup. Household income does not apply to this target market.

What do they currently think?Our target market currently sees CoverGirl as makeup, and makeup is just another part of growing up. Some girls find makeup to be fun, while others find it as an annoying part of their daily routine. Mothers typically purchase their daughter’s first makeup products because of financial reasons and personal preferences. It’s not their daughter’s own choice at first. These young girls see women from 20-40 using CoverGirl, rather than girls their age mainly because of the advertising.

What would we like them to think?We would like them to think that they can express their own prefer-ences (make their own decisions) and still make mom happy. Mothers and daughters can even swap makeup habits and ideas. We want them to know that they can even buy their own make-up because CoverGirl is an affordable choice.

What is the single most persuasive idea we can convey?CoverGirl is clean, light, natural, and mom-approved.

Why should they believe it?CoverGirl isn’t about putting on a different face or following society’s so-called standards. It’s about young girls making their own choices at a price they can afford while still gaining mom’s approval.

Are there any creative guidelines or mandatories?Use CoverGirl logo and tagline and be careful not to be too superficial.

Tone of voice?Confident, informative, witty, fun, aspirational, empowering, trendy

What will CoverGirl do?!

Advertising


Campaign Tactics

→Advertising Strategy:

Advertisements will empower girls to make the decision to choose CoverGirl

by promoting CoverGirl’s matchless benefits aided by stunning graphics.

JustificationImpulse shopping is very real and luckily for CoverGirl, makeup happens to be the number one impulse buy. Ignoring that fact would almost be detrimental for CoverGirl’s future profits.

Media Budget and Justification of Media$10 million media budget to market to teen females. Since most packaged product companies spend from 4%-10% on advertising and marketing every year, CoverGirl has the means to cover this amount with over $700 million in annual sales. However, it is important to remember that teen girls in the USA make up only a portion of the entire target market.

A majority of the budget will be focused on digital initiatives since teen females in the United States spend upwards of 31+ hours a week online. Magazine ads will also be important since teens spend more than five hours a week looking through magazines.


Print AdvertisementsPrint advertisements will be featured in popular teen girl magazines including J-14, Teen Vogue, and Seventeen. Straying away from the typical CoverGirl format of featuring a CoverGirl model wearing the CoverGirl product, the new print advertisements will feature certain CoverGirl products in a super graphic shot.

JustificationEliminating CoverGirl models in the ads will decrease CoverGirl’s chance of post-production enhancement controversy and will focus solely on products and not superficiality.

**Print ads are placed throughout this plans book. Exact locations can be found in the appendices.

Point of Sale Advertisements CoverGirl will advertise heavily inside of grocery, drugstore, supermarket, and special teen apparel stores. Near the checkout areas, CoverGirl will have strategically placed candy bar-like boxes filled with mini-mascaras. Mini-mascaras will allow for girls to trial new mascaras that CoverGirl will introduce, as well as mascaras that have wanted to try, but have not yet because of inexperience with the product. Mini-Mascaras will cost less than the normal sized mascaras.

Stores where mini-mascaras will be sold: WalMart, CVS, Rite Aid, Target, Hollister, Aeropostale, American Eagle, grocery stores, supermarkets


Promotions &Public Relations

Promotions and Public Relations Strategy: Promotions and PR will encourage brand

interaction and conversation, while encouraging sampling, by making the brand

more of an experience, rather than just products.

CoverGirl High School Dance PrepCoverGirl will assemble a team of hair and makeup artists to surprise a number of high schools from the first weekend of April to the second weekend of June. The afternoon before the event, the females at the selected schools will come to the CoverGirl sight (located at their school) and have their hair and makeup done for free.

Mothers and sisters of the girls are also invited so they can look just as good with their daughters and sisters in pre-dance photos.

JustificationWhat better time to feel beautiful than on the night of your prom?

Holding a prom prep event will not only involve these teen girls on one

of their most memorable nights of high school, but also their mothers. As found in research, girls value their mother’s opinion. It’s one thinggetting mom’s approval to wear makeup, but it’s even better to let her join in on the fun!

The chosen high schools will require the event to be approved by their board of education.

CoverGirl Tour BusCoverGirl will go around America for two months stopping at Justin Bieber concerts handing out samples and showing the latest trends and fashions in makeup. This will take place during the back-to-school months when girls will specifically be shopping for new outfits and items to start their new year at school.

Beauty consultants will be available on the bus allowing girls to learn how to master that perfect look all while having a great time. Mothers are also encouraged to join in and learn about their daughter’s makeup interests!

JustificationCoverGirl’s tour bus will not only be an exciting and educational way for girls to learn about makeup, but it will also be a chance for CoverGirl to get involved in lives of these girls and encourage conversation. CoverGirl will go to Justin Bieber concerts because it is a place where the brand can go right to the girls instead of having the parents transport their daughters to unnecessary places.


Selena Gomez as Celebrity Endorser Based on the interests among the target market and preferences by their mothers, CoverGirl will induct Selena Gomez, Disney star and singer, as their newest celebrity endorser to appeal to 12-15 year old females. Gomez will not appear in any commercials, but as stated before, will appear at the High School Dance Prep, and will be featured on CoverGirl’s microsite video blogs instructing girls how to use CoverGirl makeup.

Justification Taylor Swift is a great role model, but she doesn’t resonate completely with the younger half of the target market as she does with the older counterpart. Selena Gomez, one of Taylor Swift’s closest friends and representative of UNICEF, has the qualities and personality that mirrors CoverGirl’s products.

CouponsCoupons in Seventeen Magazine, Teen Vogue, and J-14—These three

magazines have a high volume of female teen readers. Coupons will be placed on the back cover of the magazine, along with peel-up lip gloss samples, in which girls can bring to the store and get a sale price on a CoverGirl product.

JustificationInstead of losing CoverGirl coupons in a mass clutter of other coupons, girls will just rip off the back cover.

Having a peel-up sample available will allow girls to test a product beforecommitting.

Sponsorships and Product PlacementDue to the already successful and numerous CoverGirl television campaigns, CoverGirl will not produce any new commercials for national advertising. Instead, they will focus mainly on product placement and sponsorships. Featuring products on sponsored television shows popularly viewed by teen females like Pretty Little Liars, Glee, and Secret Life of the American Teenager will be CoverGirl’s new move.

JustificationCoverGirl already has very high brand recognition and commercials that every girl recognizes. Saturating the market even more with commercials could produce ill effects such as an inconsistent feel in the campaign since print ads are featuring products and not celebrities.


CoverGirl Microsite for TeensCoverGirl will develop a whole microsite for teens where they can get samples sent to their house, post videos of their makeup routines, have questions answered by beauty consultants, and learn about new trends and how-tos in makeup application. This site will also be available on a mobile platform.

Justification CoverGirl.com does a great job of informing women and girls about makeup, but it is not always the most interactive and “fun” site for teen girls. This site will not only get girls involved with the brand, but will encourage brand loyalty, trust, and trial. All which will be important for the brand to grow.

The site will also be available on a mobile and tablet platforms because research stated that many girls own smartphones. Like on the microsite, girls will be able to get samples sent to their house, ask questions, watch videos, and read common makeup questions.

Facebook AdsCoverGirl ads will pop-up on the user’s Facebook news stream when the brand is liked, or when similar brands are liked.

JustificationFacebook’s developers have a great amount of knowledge about who is using their site and what they like. When users “like” certain brands, topics, or subjects, Facebook utilizes that information and capitalizes on targeting users with related ads.

Teen Vloggers and BloggersTechnology is a main factor in theevery day lives of girls within our target markets.

Digital & Social Media Marketing Strategy: Digital & social media will encourage interaction between

CoverGirl and the target market through online conversations.

Digital & Social Media Marketing


Every month CoverGirl will send out a package of select makeup products to the top twenty influential teen bloggers and vloggers who will write or record videos based upon their CoverGirl experience. CoverGirl will not have any say or influence what the girls post.

JustificationDigital media plays a huge role in how today’s teens communicate. From Facebook to Twitter, to YouTube and Tumblr, peer influence plays a huge role in purchasing decisions. People trust people more than they trust brands. Through additional research, it was also found that teen girls from 12-18 place a heavy weight on what other girls in their age group say and think about products and services.

CoverGirl iPhone and iPad AppIn this app, appealing mainly to the younger half of the target market, girls will be able to upload a picture of themselves and try on the products. While seeing themselves with different looks, girls can get a feel of the products they may be interested in buying or sampling.

JustificationEmerging media is a very prominent aspect in the lives of today’s teens. Allowing teens to gain access to a CoverGirl app when away from the desktop or laptop will make CoverGirl accessible virtually anywhere. CoverGirl will become more of an experience, rather than just products.

Socially Savvy Girls

75%of teens between the ages of 12 and 17 own a cell phone

73% of teens between the ages of 12 and 17 are members of a social network

93%of teens between the ages of 12 and 17 use the Internet


Mini-MascarasWhen it comes to mascara, buying a whole tube and not liking the effects can be quite frustrating. CoverGirl will produce and sell their new mini-mascaras near cash registers at select stores as featured in the POS advertising tactic. These mini-mascaras will be smaller size versions of mascaras from the LashBlast and NatureLuxe collections.

JustificationNot only are mini things considered “cute” among the target market, but it’s also an opportunity for girls to

New Products

girls find the colors that best match their skin tone.

JustificationStarter Kits will give girls a chance to experiment with different colors and products, eventually finding a product they love and continue to purchase.

try new products without the fear of commitment. Also, as stated before, makeup is the number one impulse buy.

CoverGirl Starter KitsMakeup will be sold in packs that feature products mothers approve of most, including lip gloss, eye shadow, and mascara for one low price. Each pack will come with a makeup bag, allowing girls for a place to store their makeup and build their collection. Products will feature color themes, such as sun kissed, which will help

New Product Strategy: Manufacturing and selling of mini

CoverGirl products will increase brand trial and sales.


Impulse Buy Distribution

Collaborations With Popular Teen Clothing StoresCoverGirl will partner with popular teen clothing stores such as Hollister, Aeropostale, and American Eagle. Having a high traffic of teen females during the back-to-school months will be a great opportunity for CoverGirl to sell their mini-mascaras. The mini-mascaras will essentially complete the girls’ back-to-school look. Products will once again be placed next to cash registers to induce impulse buying.

Justification Just as CoverGirl wants to stay away from being superficial, these three stores have the same goal. They aren’t too pushy to grow up, but they do realize that girls want to dress and feel a certain way. Also, many stores overlook makeup as an accessory to an outfit. Placing mini-mascara in stores will not only increase brand trial, but also drive girls to go buy the full size version at available CoverGirl retailers.

Product Placement Strategy: Placing CoverGirl products outside of the grocery and drugstore boundaries will

increase brand trial and repeat purchase.

New Pricing New Pricing Strategy:

New and lower pricing will encourage teen girls to try and sample more CoverGirl

products.

Bundle PricingThe CoverGirl Starter Kits, featured in product development tactics will be sold at one low price. This eliminates the hassle to find individual products and then have to pay a higher price for each.

JustificationSometimes buying separate makeup products can be daunting, especially when the overall price is looked at. CoverGirl will take their most popular products that they believe teen girls will love and place them in packs that have similar colors and looks. This will not only bring the price down, but it will encourage girls to try out new looks and trends.


Internal Communications

Internal Communications Strategy: By communicating and training

CoverGirl employees who are directly involoved in development,

sales, and marketing, CoverGirl will keep a consistent brand image

throughout the campaign.

Employee MeetingsAt the first meeting, employees will go around stations and learn all about the target market, test the new products offered, and have a meet-and-greet with Selena Gomez. To further entice employees to be advocates of

the new campaign, CoverGirl will give employees with teen daughters samples to take home to their teens. CoverGirl employees, especially moms, will be encouraged to attend events such as the CoverGirl Tour Bus. Further meetings will discuss campaign outcomes thus far and any changes needed to be made.

JustificationIn order to ensure campaign success, CoverGirl needs to make sure that employee are on the same page at all times. Meetings will not only be a form of evaluation and increase consistant brand advocacy, but a chance for new ideas and concepts to be added to the campaign.


CrisisCommunications

Crisis Communications Strategy: By training a PR and social media team

on complaint management and by constantly monitoring Internet activity,

CoverGirl will keep a consistent andpositive brand image.

Complaint Actions Since CoverGirl’s new campaign is marketing toward a very vulnerable and moldable target, it is very likely that issues, especially among parents, will arise even though CoverGirl is taking sensitive actions. With the social space being a prominent factor in everyday life, it is very likely that mom bloggers will post their opinion about CoverGirl.

In the case that this does happen, CoverGirl will have their public relations and social media teams trained on complaint action. Appropriate emails will be sent to those who have an issue with the campaign. If ads or tactics are seen as controversial, CoverGirl will take the

appropriate steps to ensure a majority of the consumers are happy with CoverGirl’s actions. Also, social media will be constantly monitored. If a negative thought or comment is posted, appropriate and timely responses will be reciprocated.

JustificationEven though this target market is a very greatopportunity for CoverGirl, it does hold quite a risk. Appropriate actions and timely responses will be very critical at times to ensure this campaign will be successful. Any kind of uprising among an audience could potentially harm the success of the campaign.

HOW COULD MOM SAY NO TO THESE EYES?

From highlighting your natural eye color to creating luscious lashes, CoverGirl mascaras provide hours of water resistent wear in every shade you can imagine.


35

Campaign TimelineThe campaign will start in January 2013. Starting in January, CoverGirl will focus heavily on all traditional advertising, point of sale advertising, promotions, digital tactics, internal, and crisis communications. New pricing and products will also kick off in January.

After the campaign has been active for one month, CoverGirl will then begin sending out makeup to teen vloggers and bloggers. That way, CoverGirl has established recognition for their new campaign.

In April, CoverGirl will initiate their High School Dance Prep. Weekends in April through June are constantly filled with high school proms.

Lastly, in July CoverGirl will kick of their Tour Bus and collaboration with teen stores due to the back-to-school months.

Brittany Davies | COVERGIRL


CampaignBudget & ROI

Teen Vogue, full page, four color ad $126,707x10issues/year $1,267,070Seventeen, full page, four color ad $138,240x10issues/year $1,382,400J-14, full page, four color ad $21,660x6(Jan-June Rates) $129,960 $26,660x6(July-Dec Rates) $159,960Approx. 7,500 grocery and drug stores $300x7,500 $2,250,000Approx. 1,500 apparel stores $100x1,500 $150,000Totals for print $5,339,390

Current Approximate sales in the USA: $700,000,000Approximately 67,500,000 women from the ages of 18-45 years old in whole target market across the USAApproximately 13,000,000 teen girls from 12-15 years old in the USATeen girls make up about 19.25% of the target market$700,000,000x.1925=$134,750,000 in current sales among teen females in USA

Objective: Increase Sales by 8% within the teen female market 8% of $134,750,000 $134,750,000x.08 $10,780,000 Current Sales+8%increase $134,750,000+$10,780,000 $145,530,000 PROJECTED SALES: $145,530,000

Projected Sales

Advertising (Print & POS)

CoverGirl High School Dance PrepCoverGirl Beauty Team (25 members, contract) $10,000x25 $250,000Makeup/Makeup Tool Costs $10,000 $10,000Makeup/Hair Chairs $70/chairx50 $3,500Photographers $50,000 $50,000Total $313,500

CoverGirl Tour BusCustom Luxury RV (with interior design) $850,000 $850,000CoverGirl Beauty Team (10 Members, contract) $8,000x10 $80,000Makeup/Tool Costs $10,000 $10,000Total $940,000


Selena Gomez as Celebrity EndorserContract $1,000,000Total $1,000,000

CouponsProduction Costs $20,000 $20,000(approx. 5million coupons at $2 off)Redemption (about 3%) $10,000,000/.025=$250,000 in redemptionsTotal $270,000

Sponsorship and Product Placement

Digital and Social Media Marketing

New Product and Packaging Design

Pretty Little Liars, Glee, Secret Life $30,000x3 $90,000Total $90,000

Production of Microsite $100,000 $100,000Facebook Ads $50/day x 365 days $18,250Makeup Costs for Bloggers/Vloggers $50x20bloggers $1,000Design of iPhone/iPad App. $30,000 $30,000Development of iPhone/iPad App. $150,000 $150,000Hosting Fees of iPhone/iPad App. $30,000 $30,000Total $329,250

Production and design $1,000,000 $1,000,000Total $1,000,000

Total Cost of the Campaign: $9,282,140

ROI=Net increase Total Investment

10,780,000-9,282,000 = .161x100 9,282,000

ROI is 1:1.161, or for every $1.00 invested, return will be $1.16

Evaluation


Financial ObjectivesIncrease sales by 8% among females between the ages of 12 and 18 within one year. •Compare profit gain/loss among sales for the target market from the previous year to the sales obtained at the one-year mark of the campaign •Check actual ROI

Marketing Communications Objectives Increase brand trial by 25% to the target market within one year.•Evaluate sale rate of mini-mascaras and normal CoverGirl mascaras. Mini-mascaras are meant for girls to get a feel for what mascara they like. Once they find one they like, they should generate sales among other CoverGirl products•Check the number of samples distributed via the CoverGirl microsite as well as at events•Check the number of inquiries generated by a promotion through the “Contact Us” section on CoverGirl.com and the CoverGirl microsite•Check the percentage of coupons/vouchers redeemed

Add 500,000 new customers within one year.•Compare transaction increase/decrease•When girls enter the CoverGirl microsite, a survey hosted by an outside party will pop up and ask girls questions regarding their past CoverGirl purchases, if any

Tracking CoverGirl’s Progress

Overall Campaign•Establish a baseline


CoverGirlAstrology

FEB 19-MARCH 20

It’s your birthday, Pisces! Go treat yourself with a mini-mascara! And some cake, too!

Aries (MARCH 21-APRIL 20)

You’re in the mood to liven up your look. Have you tried the new NatureLuxe Mousse Mascara? It’s a must-have!

Taurus (APRIL 21-MAY 21)

The stars are telling us you should download our CoverGirl iPad app!

Virgo (AUG. 24-SEPT. 23) Pamper yourself this month. NatureLuxe products are light and luxurious!

Capricorn (DEC. 23-JAN. 20)

You’re in a very giving mood lately. Like they say, the best gifts come in small packages. May we suggest mini-mascaras?

Aquarius (JAN. 21-FEB. 18)

You like a healthy balance in life.CoverGirl NatureLuxe mascaras give you just that: the right amount of length, volume, and boldness, all while being made with natural ingredients.

Sagittarius (NOV. 23-DEC. 22)

You feel like you’re ready to conquer the world! Make sure you’re batting those lashes while doing so!

Libra (SEPT. 24-OCT. 23)

You know how to perfect any look! Head to the CoverGirl microsite and upload a video teaching others how to do the same!

Scorpio (OCT. 24-NOV. 22)

Is your morning routine a little boring, Scorpio? Jazz it up with a little LashBlast!

Gemini (MAY 22-JUNE 21)

Don’t forget your new CoverGirl lip gloss when you go to that awesome slumber party this month! Your luscious lips will be all the talk among your friends!

Cancer (JUNE 22-JULY 22)

This month is yours, Cancer! Great grades and a little extra cash are on the way. Reward yourself with some CoverGirl!

Leo (JULY 23-AUG. 23)

You and your girlfriends are going to be spending a lot of time together this month! Bring your CoverGirl products with you to liven up the party!

Pisces

Conclusion

The numbers are powerful and hold incredible potential for CoverGirl. By following this plan, a crucial market will no longer be overlooked. Teen girls will finally have the chance to be recognized, involved, and celebrated in a brand of makeup that is ready for them to use when they feel best.

When it comes to this market, potential loyal buyers are being created. Each and every part of this plan has highlighted and emphasized brand interaction and trial to encourage a lasting relationship with CoverGirl.

What are we waiting for? Let’s get started!

13,000,000 million teen girls, 13,000,000 million opportunities to

generate a sale.


Appendices

Teen Survey42 Find out what the teen girls were asked to help set a tone for the campaign!

MomSurvey45 What did we ask Mom? Take a look at our survey to find out!

Press ReleaseExample47 We’ve got news for you!

BloggerInitiativeLetter48 Bloggers and Vloggers, we have a little something for you!

Works Cited49 Where we got our info!


Colors& Fonts51 Creating a look

PrintAdvertisements50 What pages can you find the ads on? We’ve got the answers for you!

IntroductionHello! I am sending this survey to tweens and teens (ages 12-18) to get an understanding of makeup habits, usage, and preferences. I will be using the results to help me with my graduate thesis in integrated marketing communications at St. Bonaventure University. It should only take ten to fifteen minutes to complete. All of your input will be very helpful to my research. If you know of anyone else in this age group, please feel free to forward the survey! Thank you!

1. What is your age?

2. What is your ethnicity? • Asian • Caucasian • Hispanic • African American • Other

3. Do you have a job? • Yes • No

4. If yes, What is your yearly income? • $0.00 to $15,000 • $15,001 to $30,000 • $30,001 to $45,000 • $45,001 to $60,000 • $60,001 to $75,000 • Higher than $75,0015.

5. What is your zip code?

6. Do you wear makeup? • Yes • No

7. If you do wear makeup, at what age did you start?

Teen Survey 8. When you started wearing makeup, did you have any help from your mother? • Yes • No

9. When you first started wearing makeup, how long did it take you to apply it? • 1 to 10 minutes • 11 to 20 minutes • 21 to 30 minutes • Longer than 30 minutes

10. How did you learn to apply makeup? (Choose all that apply) • My mom • An older sibling • The makeup’s packaging • YouTube videos • Magazine guides • Other (please specify)

11. How often do you wear makeup? • Never • Rarely • Sometimes • Often • Always

12. Do your friends wear makeup? • Yes • No

13. Does your mother wear makeup? • Yes • No

14. Do your parents approve of you wearing makeup? • My parents don’t know • My parents don’t approve • My parents approve of certain makeup usage as long as I ask • My parents approve of me wearing any kind of makeup


15. Why do you wear makeup? Choose all that apply • All of my friends do • To be popular • To attract boys • To feel good about myself • To try new looks • I don’t wear makeup • Other (please specify)

16. Do you wear makeup on...(choose all that apply) • School days • Special occasions • Everyday • Never

17. On a scale of 1 to 5, 1 being it doesn’t describe me at all and 5 being it describes me perfectly, wearing makeup makes me feel... 1 2 3 4 5• Prettier • Confident • Older • Mature • Trendy

18. On a scale of 1 to 5, 1 being it doesn’t describe me at all and 5 being it describes me perfectly, when I don’t wear makeup, I feel... 1 2 3 4 5• Less attractive • The same • More natural • More self conscious • Better about myself

19. Which makeup products do you use? • Lip Stick (gloss, tint…) • Eye Shadow • Eye liner • Mascara • Foundation • Blush • I don’t wear makeup • Other (please specify)

20. What word comes to mind when you think of makeup?

21. When you think of makeup, what is the first brand that comes to mind?

22. What is your favorite brand?

23. What brands of makeup do you wear? • Almay • Avon (Mark Collection) • Bonne Bell • Burt’s Bees • Claires • Clinique • CoverGirl • Jane • L’oreal • Mac • Mary Kay • Maybelline • Neutrogena • New York Color (N.Y.C) • Revlon • Sephora • The Body Shop • Urban Decay • Wet n’ Wild • I don’t wear makeup • Other (please specify)

24. Did you purchase your first real makeup? • Yes • No

25. Where do you (or whoever provides you with your makeup) purchase your makeup? • Catalog • Home party • Online • Grocery store • Drug store • Department store • Other (please specify)


26. How often do you buy new makeup? (Choose the closest interval) • At least once a week • At least every two weeks • Once a month • Every two months • Every three months • Every six months • Once a year

27. How much money a month do you (or the person who provides you with makeup) spend on makeup? Estimates are okay.

28. Do you think the more money you spend on makeup, the better the quality? • Yes • No

29. What influences your buying decisions? Choose all that apply • Mom • Friends • Sister • Television • Magazines • Other (please specify)

30. What would make you more likely to buy a makeup product? • Coupons • Discounts • Contests and sweepstakes • Celebrity endorsements • Friend recommendations • Other (please specify)

31. If you had the power to choose one of your favorite celebrities to appear in makeup advertisements, who would you choose?

32. Do you own a mobile phone? • Yes • No

33. Are you on Facebook? • Yes • No

34. Are you on Twitter? • Yes • No

35. Do you regularly view videos on YouTube? • Yes • No

THANK YOU SO MUCH FOR YOUR TIME AND OPINONS. IT IS GREATLY APPRECIATED!

If you have any questions or comments, please feel free to email me at [email protected]


Mom SurveyIntroductionHello! I am sending this survey to mothers with daughters from the ages of 12-18 to get an understanding of makeup habits, usage, purchases and preferences. It should only take up to ten minutes to complete. All of your input will be very helpful to my research for my graduate thesis in integrated marketing communications at St. Bonaventure University. If you know of anyone else with daughters within this age group, please feel free to forward the survey! Thank you!

1. What is your age?

2. What is your ethnicity? • Asian • Caucasian • Hispanic • African American • Other

3. What is your yearly income? • $0.00 to $15,000 • $15,001 to $30,000 • $30,001 to $45,000 • $45,001 to $60,000 • $60,001 to $75,000 • Higher than $75,001

4. What is your zip code?

5. Do you wear makeup? • Yes • No

6. At what age did you start wearing makeup? Estimates are okay

7. Would you or do you already let your daughter wear makeup? • Yes • No

8. When your daughter starts wearing makeup (or if she already does), would you be willing (or were you willing) to help her learn how to use it? • Yes • No

9. At what age would you be willing to let your daughter wear makeup? (if she already does, what age did you let her start)

10. What kind of makeup would you let your daughter wear? Check all that apply • Lip Stick (gloss, tint…) • Eye Shadow • Eye liner • Mascara • Foundation • Powder • Blush • Nail polish • Other (please specify)

11. How much would you be willing to spend per month on makeup for your daughter? Estimates are okay

12. Would you let your daughter buy her own makeup? • Yes • No

13. Why would you recommend a particular product to your daughter? • It has natural ingredients • I’ve used the makeup and enjoy it • It is a quality makeup at a reasonable price • I respect the company and the people it chooses to represent it • Other (please specify)


14. What makeup brands do you find appropriate for girls ages 12-18? Choose all that apply • Almay • Avon (Mark Collection) • Bonne Bell • Burt’s Bees • Claires • Clinique • CoverGirl • Jane • L’oreal • Mac • Mary Kay • Maybelline • Neutrogena • New York Color (N.Y.C) • Revlon • Sephora • The Body Shop • Urban Decay • Wet n’ Wild • I don’t wear makeup • Other (please specify)

15. Where do you learn about new makeup products and brands? Choose all that apply • Friends • Television • Magazines • Online • Direct Mail • Samples • Other (please specify)

16. What influences your purchasing decisions? Choose all that apply • Friends • My daughter • Television • Magazines • Online ads • Direct Mail • Samples

17. What would make you more likely to buy a makeup product? Choose all that apply • Coupons • Discounts • Contests and sweepstakes • Celebrity endorsements • Other (please specify)

18. If you had to choose one celebrity to represent your daughter’s age group in makeup advertisements, who would you choose?

19. If you had to choose one cosmetic brand for your daughter to use, which one would you pick?

20. Do you own a mobile phone? • Yes • No

21. Are you on Facebook? • Yes • No

22. Are you on Twitter? • Yes • No

23. Do you regularly view videos on YouTube? • Yes • No

THANK YOU SO MUCH FOR YOUR TIME AND OPINONS. IT IS GREATLY APPRECIATED!

If you have any questions, feel free to email me [email protected]


Contact: Brittany Davies FOR IMMEDIATE RELEASEOffice: 716-492-xxxxMobile Phone: 716-353-xxxxEmail: [email protected]

SELENA GOMEZ CHOSEN AS NEXT COVERGIRLCoverGirl works toward reaching a younger market with relevant role models

Hunt Valley, MD—May 9, 2011 -- Selena Gomez, Disney Channel star and pop artist, has been chosen as the next girl to represent CoverGirl’s growing market of younger consumers. Working alongside Taylor Swift as the newest and youngest CoverGirl in history, Selena will take part in many of CoverGirl’s events and activities associated with CoverGirl’s newest campaign.

A survey which was distributed among young girls between the ages of 12 and 18 and to mothers of those girls asked both groups to name one celebrity who they wanted to represent CoverGirl’s new younger audience. The older girls (ages 15-18) chose to stay with Taylor Swift, while the younger girls opted for Selena Gomez. Mothers of these girls chose the same two celebrities to represent their daughters.

Selena Gomez is a 19-year-old actress, singer, and UNICEF ambassador. She is highly popular among young teens as she was known to portray the witty and talented Alex Russo on Disney’s Wizards of Waverly Place.

Gomez will not appear in print ads, but will be heavily involved in CoverGirl’s teen female campaign endorsing events and brand interaction. Selena stated that she is very excited to bring a new meaning to makeup well becoming involved with a trusted and loved brand. P&G Beauty & Grooming products help make beauty dreams real for women and help men look, feel and be their best every day. With 8 billion dollar brands and products available in nearly 130 countries, P&G’s beauty and grooming products delivered sales of over $27 billion in fiscal year 2009/10, making it one of the world’s largest beauty and grooming companies. P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene®, Olay®, Head & Shoulders®, Max Factor®, Cover Girl®, DDF®, Frederic Fekkai®, Wellaflex®, Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice ’n Easy®, Venus®, Gillette®, SK-II®, Wella Professionals®, Braun® and a leading Prestige Fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss®, Lacoste®, and Chris-tina Aguilera®. Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.

###

If you would like more information about the newest CoverGirl, Selena Gomez, please call Brittany Davies at 716-353-xxxx or email Brittany at [email protected].

Press ReleaseExample

mailto:[email protected]


Contact: Brittany Davies Office: 716-492-xxxxMobile Phone: 716-353-xxxxEmail: [email protected]

Dear (insert Blogger’s/Vlogger’s name here),

Enclosed in this package we have included a variety of CoverGirl products we would love for you to try!

Over the past year, CoverGirl has made many changes. One of the most important being the fact that teen girls will no longer be overlooked in our advertising and marketing initiatives. When it comes to building makeup habits and preferences, now is the time to find the products you will love for a lifetime.

Our new mini-mascaras are the perfect size to find exactly what product you love, our lip-glosses add the right amount of color, and our eye shadows make your eyes pop!

We hope you enjoy your experience with CoverGirl!

CoverGirl

Blogger InitiativeLetter



Works CitedAdvertising Age. “Marketer’s Tree 2010.” June 2010. Advertising Age. 21 March 2011 <http://adage.com/marketertrees2010/>.

Clinique. Clinique. 2011. 22 March 2011 <http://www.clinique.com/index.tmpl?ngextredir=1>.

D’Souza, Lowell. “Characteristics of the 2011 Teen Market.” 8 December 2010. Marketing Bones. 9 December 2010 <http://marketingbones.com/5-characteristics-of-the-2011-teen-market/#more-2510>.

eMarketer. “Media Usage and Shopping Habits of Teens.” 4 March 2011. eMarketer. 7 March 2011 <http://www.emarketer.com/Articles/Print.aspx?1008263>.

Facebook. COVERGIRL. 2011. 21 March 2011 <www.facebook.com/covergirl>.

Fuse Marketing. “UMASS Teen Advertising Study.” 2010. Fuse Marketing. December 2010 <http://www.fusemarketing.com/pdfs/fuse_UMASS_Teen_Advertising_Study.pdf>.

L’Oreal. Maybelline New York. 2010. 22 March 2011 <http://www.lorealusa.com/_en/_us/index.aspx?FROM=WW-Dispatch- LOREAL-CORPORATE>.

MultiVu. “COVERGIRL LAUNCHES “COVERGIRL CLEAN MAKEUP FOR CLEAN WATER” CAMPAIGN WITH HALF-MILLION DOLLAR DONATION, OFFERS CONSUMERS OPPORTUNITY TO HELP.” 5 January 2010. MultiVu. 21 March 2011 <http:// multivu.prnewswire.com/mnr/covergirl/41731/>.

Neff, Jack. “CoverGirl: an America’s Hottest Brands Case Study.” 16 November 2009. Advertising Age. 21 March 2011 <http://adage.com/article/special-report-americas-hottest-brands-2009/covergirl-america-s-hottest-brands-case- study/140466/>.

Pitman, Simon. “P&G aims to continue its market expansion, despite rising costs.” 28 February 2011. Decision News Media. 21 March 2011 <http://www.cosmeticsdesign-europe.com/Business-Financial/P-G-aims-to-continue-its- market-expansion-despite-rising-costs>.

PR Newswire. “Do Women Have the Confidence to Really Take it Off?” 21 March 2011. PR Newswire. 21 March 2011 <http://www.prnewswire.com/news-releases/cosmedix-reports-top-spring-trend-au-naturel-skin-118371079. html>.

Procter & Gamble. Beauty and Grooming--COVERGIRL. 2011. 21 March 2011 <http://www.pg.com/en_US/brands/beauty_ grooming/covergirl.shtml>. -- COVERGIRL. 2010. 15 March 2011 <http://www.covergirl.com/>.

Purcell, Kristen. “Trends in Teen Communication and Social Media Use .” 9 February 2011. Pew Internet. 23 March 2011 <http:// www.pewinternet.org/Presentations/2011/Feb/PIP-Girl-Scout-Webinar.aspx>.


THE ARF. “The 2009 ARF David Ogilvy Awards.” 2009. The ARF. 21 March 2011 <http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-CoverGirl.pdf>.

trendwatching.com. “Consumer Trends to Watch in 2011.” 1 December 2010. trendwatching.com. 21 March 2011 <http://www.marketingcharts.com/direct/consumer-trends-to-watch-for-2011-15193/>.

The Henry Kaiser Family Foundation. “Generation M2.” January 2010. KFF. 23 March 2011 <http://www.kff.org/entmedia/upload/8010.pdf >.

trendwatching.com. “Consumer Trends to Watch in 2011.” 1 December 2010. trendwatching.com. 21 March 2011 <http://www.marketingcharts.com/direct/consumer-trends-to-watch-for-2011-15193/>.

U.S. Census Bureau. “Age and Sex Composition: 2010.” May 2011. census.gov. 6 February 2012 <http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf>.

Vega, Tanzina. “CoverGirl Withdraws ‘Enhanced’ Taylor Swift Ad.” 21 December 2011. NYTimes.com. 7 February 2012 <http://mediadecoder.blogs.nytimes.com/2011/12/21/covergirl-withdraws-enhanced-taylor-swift-ad/>.

Yoskowitz, Andre. “Email usage drops 59 percent amongst teenagers.” 7 February 2011. AfterDawn. 23 March 2011 <http://www.afterdawn.com/news/article.cfm/2011/02/08/email_usage_drops_59_percent_amongst_teenag ers>.


PrintAdvertisementsPrint advertisements to be used in the campaign are featured on:Page 11Page 22Page 34


Colors& Fonts

Myriad Pro Condensed

Myriad Pro Bold Condensed

Fenice BT RegularPerpetua Titling MT LIght

Brittany DaviesSpring 2012

© Copyright 2012, Brittany Davies. All rights reserved.

All materials in this plans book are the intellectual property of Brittany Davies and may not be copied, reproduced, distributed or displayed without Brittany Davies’ permission.

covergirl imc campaign

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