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Clean Matte Liquid Foundation. Melting Pout Matte Liquid Lipstick. Lash Blast Volume Mascara. Retailers have been limiting shelf space for Covergirl itself since , due to poor returns. The message of empowerment, which first debuted in early October, was dreamed up by a team of over 70 people at the buzzy advertising agency Droga5. While digital is the focus, the new campaign will also include print ads and in-store signage.
Research and experimentation Much of what informed the new campaign came from extensive research that Covergirl and Droga5 conducted, involving both qualitative and quantitative research studies, social listening, focus groups and consulting with beauty influencers. What they found was that makeup is no longer seen as simply cosmetic, said Ojo. According to Ojo, the goal across across all new marketing assets is to focus less on product benefits and claims i.
Rather than being prescriptive, the onus should be on a strong point of view, said Ojo — and Droga5 helped Covergirl find just that. The message? Covergirl, of course, is playing catch-up to newer brands like Kat Von D and NYX, for which meaningful, modern messaging has always been at the core. Since its products are typically sold in mass-market chains like Walgreens and Walmart, the temporary pop-up space allowed the company to test out the digital advancements that are being adopted by specialty retailers like Sephora.
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