Spring 2012
Join
the
fun!
What’s next for
CoverGirl? You
won’t believe what
we have in store!
Mystery Market
Who they are and what they mean for CoverGirl!
Selena
Gomez
Secrets behind her
new campaign
Brittany Davies
Campaign Tactics
24 Advertising
26 Promotions and Public Relations
28 Digital and Social Media
Marketing
30 New Products
31 Product Placement
31 New Pricing
Internal
Communications
32 Keeping every employee
up-to-date on the campaign
Crisis Communications
Executive
Summary
3 Want a sneak peek? Read this!
Introduction
4 The 411 on CoverGirl
Situation
Analysis
5 A look back on where CoverGirl
has been. You won’t believe where we’re going!
Primary
Research
12 We found out what?! Get the
scoop on CoverGirl’s latest
findings!
SWOT
Analysis
14 CoverGirl scopes out plans for
future success
33 Houston, we have a problem!
Campaign
Timeline
35 Let’s get started!
Overall IMC Objectives Campaign
and Strategy
Budget and ROI
17 We set our goals! What are they
and can we reach them?
36 Budgets, budgets, budgets!
Marketing
Communications
Strategy
Evaluation
18 Who, what, where?! CoverGirl has a new audience. We’ve got the low-down on who they are!
Creative Strategy
23 Sure, we’ve set our rules, but
that won’t stop us from having
fun!
38 Did we meet our goals? Let’s
check!
Conclusion
40 Come on, you know you’re
interested!
Appendices
41 Need more convincing? Look
here!
Executive
Summary
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?
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.
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
For fifty-two years CoverGirl has done exceedingly
well, but now it’s time to take on a new and untouched
market.
Brittany Davies | COVERGIRL
3
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.
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.
4
COVERGIRL | Brittany Davies
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.
What are CoverGirl’s
.
Situation Q strengths and
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.
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
variety
colorful
affordable
Weaknesses:
hard to match skin tones and complexion for foundations
Q. What are the features and benefits of CoverGirl
makeup?
A.
Features:
lightweight makeup
large mascara brushes
infused with jojoba and cucumber extracts
SPF 22
non-comedogenic & non-acnegenic
silk protein in lip products
eye liners are self-sharpening
Benefits:
anti-aging
boldness, volume, length
hydrating and moisturizing
long wearing
controls shine
healthy
safe
waterproof
precision
improves skin’s elasticity
smooth, polished look
Brittany Davies | COVERGIRL
5
Market Analysis
and Trends
Geographics
CoverGirl 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.
Demographics
CoverGirl’s target market is very broad
appealing to females from the ages
of 16 to 45 years from all races and
cultures.
6
Psychographics
CoverGirl 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 and
being constantly connected to a
beauty consultant.
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.
“Many of our consumers want to be
the first to know about the latest
Blast collection users also have a
personality of their own. According
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.”
Trends among 12-18 year olds
females in the USA
to the ARF, “…They often look for
mascaras that offer volume as a
benefit because they think it makes
their eyes appear bigger and
consequently more attractive. We
internally called them the Eye Divas”
(The ARF).
Decreasing Email Usage
Social 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
Usage
A trend watch indicated that tween
social media usage was to increase
to 53 hours a week in late 2010 (The
Henry Kaiser Family Foundation).
to use. When it comes to skin, going
bare is what girls are striving for.
The Great Digital Divide
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).
A 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 Green
This trend is very popular among the
Millennial Generation in America. It
is very important to these consumers
that their products are natural and safe
Brittany Davies | COVERGIRL
7
Distribution Analysis
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.
Macroenvironment
Economic
With 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. The threat of unemployment, change in
household income, and limited number of jobs available
shape the way a consumer spends.
According to trendwatching.com, a 2011 trend brands
to 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.
Current Financials
“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.
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).
Marketing and Advertising
Expansion
According 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).
8
COVERGIRL | Brittany Davies
According 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).
Historical Results
Easy, Breezy, Beautiful CoverGirl
Created 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).
NatureLuxe
CoverGirl’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).
Brittany Davies | COVERGIRL
9
CoverGirl
VS.
A Competitive Analysis
Maybelline
Clinique
Clinique cosmetics, owned by Estee Lauder, is priced
significantly higher than CoverGirl.
Maybelline, CoverGirl’s leading competitor, is owned and
sold globally by L’Oreal.
Target audience
Serving 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 Recognition
Using 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.
10
COVERGIRL | Brittany Davies
Target Audience
Clinique is targeted toward any woman, from
teenagers 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 Recognition
Clinique 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.
DAUGHTER
KNOWS
BEST
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!
EASY, BREEZY, Beautiful
Primary
Research
Real Thoughts from our Target
Survey
A 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.
WHAT TEEN GIRLS ARE SAYING...
WHAT MOM’S SAYING...
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.
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.
Dirty Habits
According to the survey, teen girls purchase new makeup
at least every six months.
Monthly Allowance
Out 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.
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.
12
COVERGIRL | Brittany Davies
Like Mother, Like Daughter
Samples highly influence their purchasing decisions.
Representation Both surveys found that Disney star Selena Gomez stands
as an appropriate endorser to represent CoverGirl.
Implications of
Research
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.”
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.
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.
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.
Brittany Davies | COVERGIRL
13
SWOT Analysis
Internal
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
14
COVERGIRL | Brittany Davies
SWOT Analysis
External
Opportunities are external factors CoverGirl can act
upon to positively impact the brand.
•Growing interest for cosmetics in the Middle East
•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
Brittany Davies | COVERGIRL
15
SWOT
Action
Plan
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.
Overall
Campaign
Goal
In the next year, CoverGirl hopes to be the preferred
brand of makeup among teen girls.
16
COVERGIRL | Brittany Davies
Overall
IMC
Objectives
& Strategy
Financial Objectives
Increase sales by 8% among females between the ages of
12 and 18 within one year.
Marketing Communications Objectives
Increase brand trial by 25% to the target market within
one year.
Add 500,000 new customers within one year.
Critical Issues
Recognizing whom the target market is, take a sensitive
approach towards how CoverGirl is displayed to appeal to
parents as well.
Brittany Davies | COVERGIRL
17
Marketing
Communications
Strategy
Target Marketing
Teen Females 12-15
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.
18
COVERGIRL | Brittany Davies
Teen Females 15-18
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.
Brittany Davies | COVERGIRL
19
Target Marketing Continued...
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
Positioning
For 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.
20
COVERGIRL | Brittany Davies
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
Marketing
Communications Mix
Price
Promotion
Place
Product
CoverGirl 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 CoverGirl’s price even more appealing to daughters and mothers alike, CoverGirl will offer bundle-pricing features,
which will be further discussed in tactics.
CoverGirl 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.
Communicating 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!
CoverGirl 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.
Brittany Davies | COVERGIRL
21
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!
EASY, BREEZY, Beautiful
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.
Whom are we talking to?
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.
Wha
Cove t will
rGirl
do?!
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 preferences (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
Brittany Davies | COVERGIRL
23
Campaign
Tactics
Advertising
24
COVERGIRL | Brittany Davies
→
Advertising Strategy:
Advertisements will empower girls to
make the decision to choose CoverGirl
by promoting CoverGirl’s matchless
benefits aided by stunning graphics.
Print Advertisements
Print 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.
Justification
Eliminating 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
Justification
Impulse 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.
Brittany Davies | COVERGIRL
25
CoverGirl Tour Bus
Promotions &
Public Relations
Promotions and Public Relations Strategy:
Promotions and PR will encourage brand
interaction and conversation, while
encouraging sampling, by breaking into
girl’s everyday lives.
CoverGirl High School Dance
Prep
CoverGirl 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 have the chance to come
to the CoverGirl sight (located at
their school) and have their hair and
makeup done for free.
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 thing
getting mom’s approval to wear
makeup, but it’s even better to let her
join in on the fun!
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.
Justification
What better time to feel beautiful then
on the night of your prom?
26
COVERGIRL | Brittany Davies
CoverGirl will go around America for
two months stopping at major city
malls 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 daughters’ makeup interests!
Justification
CoverGirl’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 girls’ lives and encourage
conversation. The reason CoverGirl
will go to malls is so the brand will
go right to the girls instead of having
the parents having to transport their
daughters to unnecessary places.
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.
Justification
Instead 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 before
committing.
Sponsorships and Product
Placement
Selena Gomez as Celebrity
Endorser
Based on the interests among 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.
Coupons
Due to 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.
Justification
CoverGirl 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.
Coupons in Seventeen Magazine,
Teen Vogue, and J-14—These three
Brittany Davies | COVERGIRL
27
CoverGirl Microsite
for Teens
CoverGirl 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.
28
Digital &
Social Media
Marketing
Digital & Social Media Marketing Strategy:
Digital & social media will encourage interaction between
CoverGirl and the target market through online conversations.
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.
Justification
Facebook Ads
Teen Vloggers and Bloggers
CoverGirl ads will pop-up on the user’s
Facebook news stream when the
brand is liked, or when similar brands
are liked.
COVERGIRL | Brittany Davies
Facebook’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.
Technology is a main factor in the
every day lives of girls within our
target markets.
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.
Justification
Digital 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 App
In this app, 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.
Socially Savvy Girls
75%
of teens between
the ages of 12 and
17 own a cell phone
93%
of teens between
the ages of 12 and
17 use the Internet
Justification
Emerging 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.
73%
of teens between
the ages of 12 and
17 are members of
a social network
Brittany Davies | COVERGIRL
29
New
Products
New Product Strategy:
Manufacturing and selling of mini
CoverGirl products will increase brand
trial and sales.
Mini-Mascaras
When it comes to mascara, buying a
whole tube and not liking the effects
can be quite frustrating. CoverGirl will
produce and sell their new minimascaras near cash registers at select
stores as featured in the POS
advertising tactic. These minimascaras will be smaller size versions
of mascaras from the LashBlast and
NatureLuxe collections.
Justification
Not only are mini things considered
“cute” among the target market, but
it’s also an opportunity for girls to
30
try new products without the fear of
commitment. Also, as stated before,
makeup is the number one impulse
buy.
CoverGirl Starter Kits
Makeup 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
COVERGIRL | Brittany Davies
girls find the colors that best match
their skin tone.
Justification
Starter Kits will give girls a chance to
experiment with different colors and
products, eventually finding a product
they love and continue to purchase.
Product
Placement
Product Placement Strategy:
Placing CoverGirl products
outside of the grocery and
drugstore boundaries will
increase brand trial and
repeat purchase.
Collaborations
With Popular Teen
Clothing Stores
CoverGirl 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.
New Pricing
New Pricing Strategy:
New and lower pricing will
encourage teen girls to try
and sample more CoverGirl
products.
Bundle Pricing
The 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.
Justification
Sometimes 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.
Brittany Davies | COVERGIRL
31
Internal
Communications
Internal Communications Strategy:
By communicating and training
CoverGirl employees, CoverGirl will
keep a consistent brand image
throughout the campaign.
32
COVERGIRL | Brittany Davies
Employee Meetings
At 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.
Justification
In order to ensure campaign success,
CoverGirl needs to make sure that every
employee is 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.
Crisis
Communications
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 and
positive 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.
Justification
Even though this target market is a very great
opportunity 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.
Brittany Davies | COVERGIRL
33
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.
EASY, BREEZY, Beautiful
Campaign Timeline
The 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
35
Campaign
Budget & ROI
Projected Sales
Current Approximate sales in the USA: $700,000,000
Approximately 67,500,000 women from the ages of 18-45 years old in whole target market across the USA
Approximately 13,000,000 teen girls from 12-15 years old in the USA
Teen 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
Advertising (Print & POS)
Teen Vogue, full page, four color ad
$126,707x10issues/year $1,267,070
Seventeen, full page, four color ad
$138,240x10issues/year $1,382,400
J-14, full page, four color ad
$21,660x6(Jan-June Rates)$129,960
$26,660x6(July-Dec Rates)
$159,960
Approx. 7,500 grocery and drug stores
$300x7,500
$2,250,000
Approx. 1,500 apparel stores $100x1,500
$150,000
Totals for print$5,339,390
CoverGirl High School Dance Prep
CoverGirl Beauty Team (25 members, contract)
$10,000x25
$250,000
Makeup/Makeup Tool Costs$10,000$10,000
Makeup/Hair Chairs$70/chairx50$3,500
Photographers$20,000$20,000
Total$283,500
CoverGirl Tour Bus
Custom Luxury RV(with interior design)
$850,000
$850,000
CoverGirl Beauty Team (10 Members, contract)
$8,000x10
$80,000
Makeup/Tool Costs$10,000$10,000
Total$940,000
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COVERGIRL | Brittany Davies
Selena Gomez as Celebrity Endorser
Contract$1,000,000
Total$1,000,000
Coupons
Production Costs
$20,000
$20,000
(approx. 5million coupons at $2 off)
Redemption (about 3%)
$10,000,000/.025=$250,000 in redemptions
Total
$270,000
Sponsorship and Product Placement
Pretty Little Liars, Glee, Secret Life
$30,000x3
$90,000
Total$90,000
Digital and Social Media Marketing
Production of Microsite$100,000$100,000
Facebook Ads $50/day x 365 days
$18,250
Makeup Costs for Bloggers/Vloggers
$50x20bloggers
$1,000
Design of iPhone/iPad App.$30,000$30,000
Development of iPhone/iPad App.
$150,000
$150,000
Hosting Fees of iPhone/iPad App.
$30,000
$30,000
Total$329,250
New Product and Packaging Design
Production and design$1,000,000$1,000,000
Total$1,000,000
Total Cost of the Campaign:
$9,252,140
ROI=Net increase
Total Investment
10,780,000-9,252,000 = .165x100
9,252,000
ROI is 1:1.165, or for every $1.00 invested, return will be $1.17
Brittany Davies | COVERGIRL
37
Evaluation
Tracking CoverGirl’s Progress
Marketing Communications Objectives
Financial Objectives
Increase 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
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
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COVERGIRL | Brittany Davies
CoverGirl
Astrology
Pisces
FEB 19-MARCH 20
It’s your birthday, Pisces! Go treat
yourself with a mini-mascara! And
some cake, too!
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)
Scorpio (OCT. 24-NOV. 22)
This month is yours, Cancer! Great
grades and a little extra cash are on
the way. Reward yourself with some
CoverGirl!
Is your morning routine a little
boring, Scorpio? Jazz it up with a little
LashBlast!
Sagittarius (NOV. 23-DEC. 22)
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!
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!
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?
Virgo (AUG. 24-SEPT. 23)
Pamper yourself this month.
NatureLuxe products are light and
luxurious!
Aquarius (JAN. 21-FEB. 18)
Taurus (APRIL 21-MAY 21)
The stars are telling us you should
download our CoverGirl iPad app!
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!
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.
Brittany Davies | COVERGIRL
39
Conclusion
13,000,000 million teen girls,
13,000,000 million opportunities to
generate a sale.
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!
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COVERGIRL | Brittany Davies
Appendices
Blogger
Initiative
Letter
Teen
Survey
48 Bloggers and Vloggers, we have a little something for you!
42 Find out what the teen girls
were asked to help set a tone for the campaign!
Mom
Survey
45 What did we ask Mom? Take a look at our survey to find out!
Press Release
Example
47 We’ve got news for you!
Works Cited
49 Where we got our info!
Print
Advertisements
50 What pages can you find the ads on? We’ve got the answers for you!
Colors
& Fonts
51 Creating a look
Brittany Davies | COVERGIRL
41
Teen Survey
Introduction
Hello! 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
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
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.
12. Do your friends wear makeup?
• Yes
• No
5. What is your zip code?
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
6. Do you wear makeup?
• Yes
• No
7. If you do wear makeup, at what age did you start?
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COVERGIRL | Brittany Davies
13. Does your mother wear makeup?
• Yes
• No
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...
12345
• 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...
12345
• 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)
Brittany Davies | COVERGIRL
43
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
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COVERGIRL | Brittany Davies
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 daviesbn@bonaventure.edu
Mom Survey
Introduction
Hello! 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)
Brittany Davies | COVERGIRL
45
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
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COVERGIRL | Brittany Davies
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 at
daviesbn@bonaventure.edu
Press Release
Example
Contact: Brittany DaviesFOR IMMEDIATE RELEASE
Office: 716-492-xxxx
Mobile Phone: 716-353-xxxx
Email: daviesbn@covergirl.org
SELENA GOMEZ CHOSEN AS NEXT COVERGIRL
CoverGirl 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 Christina 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 daviesbn@covergirl.org.
Blogger
Initiative
Letter
Contact: Brittany Davies
Office: 716-492-xxxx
Mobile Phone: 716-353-xxxx
Email: daviesbn@covergirl.org
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
48
COVERGIRL | Brittany Davies
Works Cited
Advertising 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>.
Brittany Davies | COVERGIRL
49
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>.
Print
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are featured on:
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50
COVERGIRL | Brittany Davies
Colors
& Fonts
Myriad Pro Condensed
Myriad Pro Bold Condensed
Fenice BT Regular
Perpetua Titling MT LIght
Brittany Davies | COVERGIRL
51
Brittany Davies
Spring 2012