Covergirl Endless
Summer Beauty
Summer Beauty
Product Launch
Overview
Overview
Along with the award winning campaigns and successful partnership executions, myself and a lean team crafted and executed a variety of digital product launch campaigns that playfully orbited the new essence of (endless) summer beauty.
Summer was a paramount time for new product launches within COVERGIRL verticals. They all needed to communicate their unique new benefits and fresh looks. With each vertical's initiative, we wanted to express and display them as all coming from one unified digital voice relevant to what girls were engaging with in their social feeds — it was a case of the endless summers.
Summer was a paramount time for new product launches within COVERGIRL verticals. They all needed to communicate their unique new benefits and fresh looks. With each vertical's initiative, we wanted to express and display them as all coming from one unified digital voice relevant to what girls were engaging with in their social feeds — it was a case of the endless summers.
We centered each product launch around an endless summer creative treatment to maintain and keep an authentic COVERGIRL voice that was relevant to our audience.
truBlend's new
shade match system
shade match system
PRODUCT LAUNCH ONE
Transitioning from cooler to warming months, our complexion shifts so our foundation requires a quick update. We developed utilitarian tailored approaches to let girls know there was a new shade matching system and shade line up available. Here we created a mobile ad and iAd interface that directly linked to out e-Commerce shopping experience.
Transitioning from cooler to warming months, our complexion shifts so our foundation requires a quick update. We developed utilitarian tailored approaches to let girls know there was a new shade matching system and shade line up available. Here we created a mobile ad and iAd interface that directly linked to out e-Commerce shopping experience.
Key Objectives
Help her find the right shade – the biggest challenge in mass cosmetics.
Help her discover complementary products in the truBLEND boutique
Close the sale by driving her to purchase with improved BIN functionality
Help her discover complementary products in the truBLEND boutique
Close the sale by driving her to purchase with improved BIN functionality
Here, girls could be enticed by their best shade match and immediately purchase from m.covergirl.com.
Dynamic and geotargeted banner ads were also created.
Dynamic and geotargeted banner ads were also created.
We partnered with Blippar & Cosmo to use AR in a new, helpful way.
The CG Blippar program took beauty mapping from print to mobile.
The truBlend Instagram series entitled, “Blend into Your Shade” took a more artistic approach.
LashBlast:
A Blast from a Summer's Past
A Blast from a Summer's Past
PRODUCT LAUNCH TWO
To resurface Covergirl's best performing mascara line, LashBlast, we created a colorful, tropically bright trinity design concept to put forth these cult drugstore cosmetics as the essential lash trio.
We designed a Spotlight Cover page and launched a fully branded Covergirl Tumblr page. Through our analytics, we learned that users were specifically searching for cover products or topics rather then the brand itself, we used this learning within the Tumblrs navigation elements.
To resurface Covergirl's best performing mascara line, LashBlast, we created a colorful, tropically bright trinity design concept to put forth these cult drugstore cosmetics as the essential lash trio.
We designed a Spotlight Cover page and launched a fully branded Covergirl Tumblr page. Through our analytics, we learned that users were specifically searching for cover products or topics rather then the brand itself, we used this learning within the Tumblrs navigation elements.
On Tumblr, we implemented a tagged navigation so users could easily curate through themed posts.
The New Americans
Activation
Activation
PRODUCT LAUNCH THREE
With the resurfacing of COVERGIRL's most popular heritage products, we needed to leverage relevant "American Girl, American Summer" pop cultural moments to launch and sustain the product line up and campaign.
We were tasked with utilizing social influencers and talent generated content to sustain the program through the summer. Responsible for social curated photography, web design, and content strategy.
With the resurfacing of COVERGIRL's most popular heritage products, we needed to leverage relevant "American Girl, American Summer" pop cultural moments to launch and sustain the product line up and campaign.
We were tasked with utilizing social influencers and talent generated content to sustain the program through the summer. Responsible for social curated photography, web design, and content strategy.
The Solution
Strategically, we needed to launch around Independence day via a microsite.
With a tight timeframe, target considerations, and asset strategy, we proposed skipping the rigorous time and effort associated with "another microsite" and content planned and built for our digital hub to be hosted on our Tumblr platform.
With a tight timeframe, target considerations, and asset strategy, we proposed skipping the rigorous time and effort associated with "another microsite" and content planned and built for our digital hub to be hosted on our Tumblr platform.
Launch & Sponsored Posts
A curated collection of American Summer themed gifs, product posts, and editorial content was created, tagged, and sponsored to kick off The New Americans digital hub.
A sparkler GIF coupled with one of Katy Perry's popular song lyrics got more than 55,060 notes. It was featured in this AdWeek article celebrating Tumblr's best performing sponsored posts.
Editorial & Influencer Posts
In collaboration with relevant influencers X Cosmopolitan, we created various street style and BTS content to further extend our editorial coverage of The New Americans.
