Covergirl Cosmetics Campaign : An Overview Essay

The company Covergirl cosmetics was founded in Maryland, Baltimore, by the Noxzema Chemical Company (Niti, 2014). During the year 1958 Covergirl cosmetics was bought by the American multinational consumer goods company, Procter & Gamble, also known as P&G. Another keydate in the company’s history was in 1974, when the company signed the First Black Model in history, by a cosmetics company (Rod, 2014). Cover girl provides a variety of products for women between the ages sixteen to fifty four, but the products are particularly famous in the teenage market place. The company does not own its own stores, rather they sell their products to drugstores, wholesalers and distribution centres and they don’t provide any personal consultant for their makeup, therefore Covergirl is more of a brand license then a cosmetics company. Covergirl cosmetics spends thousands of dollars each year to make their products just right for the consumers, this way when they lose their money in the mass merchant concept they make it up in the economy.

The definition of true beauty continues to evolve as generations pass and new ones emerge. Ulta Beauty, a popular cosmetic store, sells products with the aim to make women feel confident in their skin. Their use of advertisements helps spread the word about new, improved product lines and reach out to potential buyers. Selling makeup is the obvious goal of a cosmetic store, but the kind of consumers they attract and how varies between different franchises. When a company displays their products in one shot instead of in a commercial, the task of conveying the message becomes harder. Ulta Beauty persuades women to purchase their products by pointing out buyers’ insecurities while still appearing to promote empowering feminist values.

While beauty is not limited to social media and online authority but has started from the ground up in stores such as Claire 's and Sephora which birth new trends and encourage women to “Be Yourself”. Claires, a store generally shopped at by pre-teens, has began created light BB & CC creams for sheer to light coverage. In Claire 's there are less than 2 Deep complexion shades for these young pre-teens… With the simple act of secluding African and African American teens from shopping at Claire 's diminishes their confidence in their skin from such a young age. With in-store technology advancing the precise matching of skin complexion Sephora has continued to break skin shade boundaries… or so we think. In a recent interview with a Sephora employee she states, “When an African American walks in looking for a complexion product the girls run away because they “can do it” (Amy). Sephora does offer a mandatory SkinIQ matching class which does show how to properly match shades (which also matches undertones). Shea Moisture (A hair and skin brand known for being African and African American promoted) created a groundbreaking commercial showing race being a divider

The Cover Girl ad from March 2011 includes a picture of Queen Latifah in a beige like colored background with her green eye shadow on. Queen Latifah has small brown eyes with very long and luscious black eye lashes. She has a big and beautiful smile with shiny white and straight teeth. Queen Latifah also has a nice pair of small, gold, round dangling earrings in her ears. The word “Cover Girl” is displayed in big and bold green letters across her forehead, all to help improve her the way she looks. Queen Latifah is written in small green letters underneath in the right-hand corner right underneath the word “Cover Girl”. This picture of her is from her head to her shoulders, just enough for the viewers to focus on Cover Girl’s product, which is the makeup. You cannot really tell what type of shirt she is wearing in this photo but the little piece of frill coming off of her shoulder matches pretty well with the whole color scheme of the ad. She also has her hair pulled back into a long pony tail to also help show off their product even more. This advertisement by Cover Girl effectively uses logos, ethos, and pathos to convince the viewers to buy Cover Girl products.

To the right, a well done advertisement created by Covergirl brings ethos, pathos and logos into play trying to convince girls who want a lighter, cleaner face and use makeup, to buy the new covergirl natureluxe silk foundation.

Advertising is everywhere, it’s online, billboards, magazines, and the most popular television. Different advertising are mostly targeting towards a certain gender, age, or interests. Covergirl advertising is mostly targeted at women, and is also seen in every place you can think of. You most likely could go up to any girl and ask her-what is the Covergirl slogan? Easy, Breezy, Beautiful, Covergirl. Covergirl has done a great job at advertising there make-up products. Covergirl has branched out to every type of advertising there is. They have commercials, bill boards, online ads, there in many magazines, and they are also being promoted on the poplar show America’s Next Top

Professional makeup artist and founder of her own line of cosmetics Bobbi Brown once stated that she “believe[s] that all women are pretty without makeup- but with it, the right makeup can be pretty powerful.” This statement is relevant to all people and says that all women have natural beauty, but with the optional added touch of makeup, their beauty can be even further accentuated. Public figure, Kat Von D encourages women to embrace their most natural selves through her own cosmetic line. The print advertisement of Kat Von D’s “Lock-It Concealer Creme” shows women of all colors, wearing minimal makeup, probably just foundation and concealer, and embracing their natural skin color and their ethnic background with her wide array of shades for each skin shade. Makeup over the years hasn’t always catered to people embracing their natural skin. The origins of foundation makeup lead to some health risks and didn’t accept people for their natural skin tone, Kat Von D’s makeup line consists of solid, well formulated, and successful products, and the influence of social media has impacted the growth of the beauty world for all people.

Covergirl is a very popular makeup brand and has been for over fifty years. To add to their credibility, Covergirl uses well-known celebrities in their advertisement campaigns to help sell their product. Celebrities influence

This mascaras key point was that it was designed to work on all types of lashes, keyword all, so why not have a male represent the diversity this mascara offered? James Charles, a 17 year old high-schooler from New York became the first male ever to be a “cover girl”, and has been one of the first males to be publicly recognized for his makeup abilities. James started learning about makeup after his friends requested him do their hair for events. After a few years James set up an Instagram to model some of the looks he created and shortly after created a YouTube for tutorials; he currently has 90,000 subscribers on YouTube and 650,000 on Instagram ().

Fashion plays a major role in a person’s life because it is expressing how one looks and feels about one’s self. Clothing, accessories and makeup communicate fashion, which are all successful ways of bringing attention and persuasion to popular fashion brands. However, can also lead consumers to higher standards thinking that they can resemble the professional model posing in the advertisement. Like a Cover Girl advertising fade proof, waterproof, and ignore- proof mascara and new intense eye shadow blast that has a photo of Drew Barrymore behind a light grey background with light blue eye shadow around her entire eye. Likewise, revealing Drew Barrymore’s greenish blue eyes with perfectly curled black eyelashes that one can have from the use of this particular new Cover Girl eye shadow blast and mascara.

Covergirl understands the Seventeen Magazine’s young audience struggle with finding the right makeup. This makeup ad features many attractions to the audience. The first thing to take note of is the flawless

Wagner). Additionally, people are willing to spend millions of dollars each year on products to achieve these unrealistic tasks to have the clearest skin on brightest eyes (Ballaro and Wagner). Though it is merely impossible for an average American to obtain the perfect body or completely flawless skin.

With all this in mind picking out the makeup can be a difficult process. Many things are looked at, colors, prices, accessibility but most important, a makeup brand that enhances a women’s natural beauty. Two of the top-rated makeup brands are Maybelline and CoverGirl. When watching an ad from Maybelline, and comparing it with an ad from CoverGirl, it is very evident that CoverGirl promotes a

The Dove campaign for Real Beauty was the brainchild of Ogilvy & Mathers, Edelman Public Relations and Harbinger Communications (to be referred to as simply Ogilvy) and the project was known as the “Evolution” campaign. The marketing campaign began in 2004 under the corporation known as Unilever. This diversified conglomerate is the parent company to the Dove Company’s line of beauty and body products. The campaign began as a result of survey conducted in which only 2% of women believed they were “beautiful.” Unilever saw an opportunity to reach a saturated market from a fresh perspective. After hiring Ogilvy, the message grew into one of the most successful advertising campaigns in Unilever’s storied history.

Kerstin Dunleavy needs to determine how to maintain the Dove brand’s momentum. The key objectives and goals of the Dove product line is to increase market share, develop a strong marketing campaign, retain functional strengths of the brand,