The Project: This print ad is designed to drive purchases of the new CoverGirl TrueYou Match lipstick.
The Goal: The aim is for members of the target audience to purchase CoverGirl TrueYou Match lipstick at their local drugstore.
The Audience: The target audience was makeup users ages 24-40 who regularly purchase health and beauty items at their local drugstores. They enjoy looking and feeling their best and regularly shop for items that help them do this. They like using makeup to enhance their natural beauty and feeling confident about how they look.
Tone: Empowering, cheeky, fun
Solution: I concentrated on what I’d want from a lipstick, even though I’m just over the target age range. I wanted the copy to focus on highlighting the reader’s beauty as well as the idea of being genuine and real, and so used phrases like ‘lipstick that enhances your lip colour without looking like you’re wearing makeup’, ‘let your natural beauty shine through’ and ‘stay true to yourself’ to achieve this positive message, together with encouraging the reader to link the brand with empowering messaging.
Design: Noah Sinclair
