CoverGirl Magazine-Spec Ad

The Client: CoverGirl

The Audience: Makeup lovers ages 24-40 who purchase health and beauty items at local drugstores. They are confident and like using makeup to enhance their natural beauty.

The Tone: Fun, Stylish, Promotional

The Project: CoverGirl TrueYou Match Lipstick is a brand-new lipstick. It matches the wearer’s natural lip color and enhances it with reflective pigments. We want the audience to purchase the lipstick at their local drugstores. The magazine ad is designed to drive purchases of the new CoverGirl TrueYou Match Lipstick.

The Strategy: Magazine ads should be short and to the point. I first worked to understand the deep benefit of the target audience. I researched being a natural beauty, authentic, and genuine. This research influenced the creation of the headline. I promoted the new product in the subhead.

I described product features in the body text. I added features such as “adds a touch of glamor with iridescent reflective pigments”. As well as the lipstick containing Vitamin E and Jojoba oils. These features were not mentioned in the provided creative brief. I inform the audience that this collection is for nude shades.

The CTA in smaller print at the very end of the magazine ad provides a link. The link leads the customer to a landing page that lists the local drugstores where the TrueYou Match Lipstick can be found.