CoverGirl is a brand of cosmetics for women of all ages. This brand is owned by Proctor and Gamble. CoverGirl products are promoted in various ways and all the promotional strategies has one unified message, “Easy Breezy Beautiful…CoverGirl”. When one hears this phrase, or even the words “easy, breezy, beautiful” said together, one automatically thinks of CoverGirl. This is only because CoverGirl has promoted its brand in a very effective way by using the words very carefully so that it makes it easier for the users to associate with the brand.
CoverGirl’s integrated marketing communications campaign includes various promotional methods. Some of the most prominent ones are CoverGirl advertisements on the back covers of magazines such as PEOPLE. This magazine targets teenagers and young adults. Instead of using models, when celebrities are used to promote the products teenagers and young adults believe in the product more. Christie Brinkley was a CoverGirl model in 1976. With her new CoverGirl contract, Christine Brinkley now 51 will be pitching Advanced Radiance a product that is designed for women over 30.
CoverGirl is using person marketing when advertising in magazines as celebrities such as Drew Barrymore and Rihanna are shown to wear CoverGirl cosmetics. The message that is sent out, when celebrities like Rihanna and Drew Barrymore are shown using CoverGirl products is that the celebrities at times want to use cosmetics that give a clean, fresh and natural look and that CoverGirl products are best for these purposes Also, CoverGirl is promoting itself by Sponsorship of television shows such as America’s Next Top Model and Canada’s Next Top Model.
At the end of the season the winner of the TV show gets to shoot for a CoverGirl ad campaign. CoverGirl products are used and promoted throughout the show. The make up artists use CoverGirl products not only because CoverGirl sponsors the shows but also because they give the perfect clean, fresh and naturally beautiful look that they want to portray on their models. CoverGirl also promotes itself through television advertisements. Instead of targeting young adults only, CoverGirl is using older women to advertise their products to adult women.
For example, Ellen DeGeneres, Queen Latifa and Christie Brinkley advertise Simply Ageless, products that cover wrinkles and creases. . Also, by using Christine Brinkley, Queen Latifa and Ellen DeGeneres CoverGirl is sending a message that the products are not only for youths and young adults but also for older women who want a fresh and natural look. Another way that CoverGirl is marketing itself is through Giveaway or Contests. CoverGirl’s newest contest is “Clean Makeup for Clean Water”. The “Clean Makeup Clean Water” contest requires women from the ages of 21 and 24 to make videos about how they can contribute to the environment.
The final prize of this contest is a humanitarian trip to Africa and the opportunity to participate in a CoverGirl photo shoot. This emphasizes the message of CoverGirl products that they believe in clean make up. As the slogan says Clean Makeup for Clean Water, they’re promoting their products as clean makeup products. CoverGirl’s unified message is that their make up is clean and easy to use and gives a fresh, radiant and beautiful look to the user regardless of their age. When people hear the words Easy, Breezy and Beautiful they automatically think of CoverGirl.
