COVERGIRL
CoverGirl is a popular American cosmetics brand known for making beauty products that are affordable, accessible, and high-quality. The brand offers a wide variety of products, including foundation, mascara, lipstick, and eyeshadow, helping people express their personal style and confidence. CoverGirl promotes inclusivity and encourages people to embrace their individuality through makeup and beauty.
BRAND AND CREATIVE DIRECTION
CoverGirl's branding focuses on beauty, confidence, and self-expression. Its visual identity features bold, eye-catching designs, recognizable logos, and a modern, feminine style that appeals to a wide range of consumers. Through its slogan, "Easy, Breezy, Beautiful, CoverGirl," the brand creates an image of beauty that is fun, approachable, and empowering.
ROLE
To showcase COVERGIRL’s brand identity and introduce the launch of its Clean Fresh collection through strategic email and e-commerce marketing initiatives.
Content strategy
Email design
Copywriting
EMAIL MARKETING
Shortly after the launch of COVERGIRL’s Clean Fresh line, Sally Hansen introduced its own clean nail polish collection, Good. Kind. Pure. Leveraging the New Year’s holiday and its seasonal promotions provided an opportunity to create clever, engaging copy and eye-catching graphics that would immediately capture consumers’ attention upon opening their emails.
SALLY HANSEN PARTNERSHIP
Close up of hero GIF
The opportunity to use retailer’s enhance content increases your storefront sale’s up to 10%. We implemented further copywriting throughout e-commerce sites to increase sales of COVERGIRL’s new Clean Fresh products.
E-COMMERCE
The copy reads (clockwise, starting top left):
1. COVERGIRL's Clean Fresh line features hydrating formulas for a healthy looking glow. Start with a freshly washed face and apply any skincare before applying makeup.
2. No need to cover up! Apply the Clean Fresh Skin Milk for a lightweight sheer foundation that provides undetectable coverage for all day wear! This formula is completely vegan.
3. COVERGIRL’s Clean Fresh line is completely vegan and is free from parabens, sulfates and phthalates. To start your look, begin with a fresh and makeup-free face.
For an effortless, healthy-looking glow, the Clean Fresh Skin Milk is formulated with coconut milk and aloe extracts for instant and all-day hydration. To add highlights and a dewy glow. Use Clean Fresh Cooling Glow Stick and Cream Blush.