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8/7/2019 Uplift Yourself Campaign - Methods of IMC Master's Project
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COVERGIRL
Teen
RebeccaK.Roussell
Up
liftYourselfC
ampaign
COVERGIRLS commitment to the empowerment of young,
teenage girls who wear makeup not just because it enhances theirbeauty outside, but it makes them feel good about being confident,strong and smart young women. Want to know a secret? Yourebeautiful.
Roosevelt University
IMC 409 -METHODS OF IMC
Masters Project
Fall 2009
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Table of ContentsExecutive Summary ...................................................................................................................................... 3
Situation Review .................................................................................................................................... 4-5
SWOT Analysis ........................................................................................................................................... 6
Marketing Communications Workplan ..................................................................................................... 7
Marketing Objectives ................................................................................................................................ 8
Marketing Communications Objectives ............................................................................................... 9-10
Strategic Idea ........................................................................................................................................... 11
Target Audience Analysis ................................................................................................................... 12-13
Positioning Statement and Rationale ..................................................................................................... 14
Program Tactics and Executions ........................................................................................................ 15-22
References ............................................................................................................................................... 23
Want to know a secret?Youre beautiful.
COVERGIRL
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EXECUTIVE SUMMARY
Uplift Yourself! Its time for the millions of young teenage girls to look in the mirror and
realize that they are, indeed, beautiful. Beauty just does not stop there. Beauty is confidence
inside and out.
Remember what it is like to be a teenager, right? Everything was changing your body,
possible mood swings, attitudes, self-esteem; and you probably did not understand why. As an
adult, you realize being a teenager is just part of the maturation process that everyone must go
through. Some teenagers have an easy transition, and others do not. It just depends how the
teenager is growing up, how solid is their own opinion about themselves. If the opinion is weak,
then that leaves an open door for negativity to creep in.
Teenage girls are the most influenced during the adolescent years, ages 12-17. During
this time, it is important these young girls hear positive, encouraging messages to help build their
perception of themselves and boost their confidence. Today, there are many negative messages
young girls hear. Having a certain look, the need to feel popular and to attract boys often trumps
the importance of individuality.
As marketers of products made to enhance the beauty of women, it is import that we
reach the woman while she is still a young girl. This opportunity for COVERGIRL to embark
on a new venture should reveal itself to be not only profitable, but also commendable. Cosmetics
do enhance beauty and make women look good, but it is also an emotional benefit to love self.
With a market of teenage girls that are apprehensive and sometimes unsure, COVERGIRL
Teen has a chance to let them know they are beautiful, no matter what.
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SITUATION REVIEW (INDUSTRY)
Industry analysts place cosmetics in the toilet preparation category. The most recent
figures from the U.S. Census Bureau show this industry was valued at about $28 billion in 2002.
Cosmetics held about $9.2 billion or 33% of the total market share of the industry the largest of
the toilet preparation category. The category is segmented below:
Today, cosmetics continue to be the major player in the toilet and preparations category.
Analysts expect this segment to reach about $17.2 billion in 2010. Even in the midst of a
recession, when consumers are being more reluctant to make purchases, the figures for next year
show positive signs for continued success. This presents a prime time for new target
opportunities.
COVERGIRL Cosmetics is a top producer in this industry. It has been successful with
the young adult, middle aged, and ethnic woman in past years. A new proposed target would be
the young, teenage girl 14 - 17.
2%
($0.5) 10%
($2.7)
33%
($9.2)
24%
($6.8)
21%
($5.8)
10%
($2.9)
Total Annual Shipments of Toilet
Preparations (billions)
Shaving Products
Other
Cosmetics
Hair Care
Creams and Lotions
Perfume
Source: U.S. Census Bureau and the Encyclopedia of Products & Industries - Manufacturing
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SITUATION REVIEW (COMPANY)
The Procter & Gamble Company (P&G)
COVERGIRL is one ofP&Gs top 43 best-selling consumer brands which generate
more than $500 million in annual sales; 85% of the companys total sales1
Beauty product segment is second largest seller for P&G
P&G to eliminate Max Factor cosmetics brand in 2010 to provide more product
placement for more popular beauty brands such as COVERGIRL
Elimination would help COVERGIRL to aggressively market to a new teenage girl
target market
1The Procter & Gamble Company Profile Hoovers
33%
($26.3)
21%
($16.7)
46%
($37.3)
2009 Procter & Gamble Net Sales by
Product Segment (in billions)
Beauty
Health - Well Being
Household Care
Source: The Procter & Gamble Company -2009 Annual Report
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SWOT ANALYSIS
STRENGTHS
Inexpensive
Products sold at mass merchant retailers and drug stores
Celebrity tactic
Traditional and non-traditional media exposure
Products appeal to multiple ethnicities
WEAKNESSES
Teenage girls (14-17)
Community involvement
OPPORTUNITIES
Target audience, Teenage girls (14-17)
Innovative distribution ideas (i.e. stand alone retail stores, etc.)
Event marketing
Promotions
Sweepstakes/contestsNail polish
Skin care
Charity/cause awareness sponsorships
THREATS
Departments store brands enter mass merchant retailers and drug stores at lower price
point
Brand loyalty
myths and other messages crowd judgment of the teenage girl
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MARKETING COMMUNICATIONS WORKPLAN
PRODUCT DESCRIPTION:
COVERGIRL Cosmetics. Foundation, powder, concealer, eyeliner, eye shadow, eyeliner,
mascara, lip liner, blush, nail polish, tools. Tubes, bottles, sectioned snap cases. Sold at mass
merchant retailers and drugstores. Department store look cosmetics sold at nearly half the price.
Covers unwanted blemishes, makes women feel beautiful, and enhances features.
PROSPECTS:
Women of all ages and ethnicities. Nationwide. Low to mid-level income.
PROMISE:
For a light, natural, fun look, COVERGIRL Cosmetics is your choice.
PERSONALITY:
Young, light, fun, exciting, trendy, economical. Get the red carpet look of Rihanna, Drew, Ellen
or Queen Latifah without breaking the bank.
REWARD:
Rejuvenated. Beautiful. Confident.
COMPETITION:
Revlon, LOreal, Avon (mark.), Mary Kay, Fashion Fair, Maybelline, MAC, Este Lauder,
Neutrogena, Bobbi Brown, Nars.
OBSTACLE TO THE SALE:
Brand loyalty.
MESSAGE OBJECTIVE:
Light and natural always prevails over clunky and heavy. You can be the cover girl on the
magazine, too.
NEW POSSIBILITIES:
Teenage girls ages 14-17 who are conscious of the beauty within to enhance their beauty on the
outside with COVERGIRL. COVERGIRL is already an affordable brand and teens will be
able to purchase with money made from allowances or part-time jobs. Teens want to be trendy,
but COVERGIRL will stress the importance of uniqueness and loving self first.
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MARKETING OBJECTIVES
PRODUCT
Maintain current makeup standard application , highlighting light and less is always more
versus heavier, clumpier brands
PRICE
Maintain current universal, affordable pricing point versus expensive department store
competitors
COVERGIRL look is not cheap, but cost-effective
PLACE
Remain with current distribution channels (i.e., drugstores, mass merchants, online store,
etc.)
Obtain more space in specialty cosmetic stores
PROMOTION
Communications focus to capture, but also engage the teenage girl consumer
Use skill-driven contest(s) to discover and promote the development of other talents
young girls may have
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MARKETING COMMUNICATIONS OBJECTIVES
How will COVERGIRL increase product awareness among young, teenage girls 14-17 to drive
sales?
Objective: To obtain at least 10% of the cosmetics market share for girls 14-17
Current situation: Beauty products are the second largest seller for P&G2; the
COVERGIRL brand traditionally targets women of all ages and ethnicities
Key actions: COVERGIRL must present a clever campaign that will peak the interests
of young girls 14-17; must use collections that could easily be used for teenagers as well
(i.e. Exact, Clean, Outlast, and Queen Collections)
Howwill COVERGIRL increase awareness among teenage girls through promotions?
Objective: Get marketing support through major promotions
Current situation: COVERGIRL currently partners with Americas Next Top
Model, one of the top reality television shows today; the contestants usually range in
age from 18 to mid 20s; major promotion for COVERGIRL
Key actions: Take ideas from COVERGIRL and Americas Next Top Model
partnership to launch campaign to help market COVERGIRL collections to teenagers;
promotion will include a contest based on skill to highlight other talents of young girls
(i.e. essay writing, singing, etc.); contest should focus on more than just looks on the
outside to illustrate some type of positive self-esteem message; make sure samples of the
products are offered during promotional events
2The Procter & Gamble 2009 Annual Report
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What channels will COVERGIRL use to attract teenage girls 14-17?
Objective: Make sure messages are being transmitted through channels where teens will
be able to get the information; message simple enough for them to grasp quickly
Current situation: COVERGIRL utilizes television commercials and magazine print
ads heavily; Facebook Fan Page allows for interaction with consumers and prime outlet
for introducing promotions; mobile text alerts let consumers know about new
promotions; interactive website offers in-depth product descriptions of collections, video
tutorials on how to apply makeup, online forums and comment sections for consumers
Key action: Keep focus on television, magazine, social media, and web content (conduct
research to find out which medium teen girls frequent (i.e. teen cable networks,
magazines, etc.)
How will COVERGIRL position itself among competitors vying for the same teenage, young
girl age group of 14-17?
Objective: COVERGIRL will not only be associated with outside beauty, but also
inner beauty which is an important message for teenage girls
Current situation: Top cosmetics competitors in teen market are Avon mark. and
Neutrogena Teen products
Key action: COVERGIRLSinner beauty message focus ofthe campaign; introduce
a public relations event where teens will not only get to sample products but engage with
spokespersons and other teenage girls
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STRATEGIC IDEA
Yes, some may argue that 14 may be too young to start indulging a young girl in a make-
up routine, especially with all of that is portrayed about body image and appearance in the media
images that teens are exposed to via multiple outlets on a consistent basis. Perception of the
body image is very important during the adolescent years.
Psychologists from New York Universitys Child Study Center say adolescent girls are
the most vulnerable at developing negative images about themselves because of body changes
during puberty, which result in levels of self-consciousness. All of these factors tend to lead to
low self-esteem and psychographic disorders for young girls. The focus then switches to a
negative image of self, instead of a positive one.
I see a way for COVERGIRL to take control of the so called it image in the media by
showing young girls its not all about the outside beauty appearance, but that the inner beauty
appearance is the most important. Yes, this may contradict the notion of what makeup was
intended to do impression of male counter parts, the reason why models are so successful, etc.;
but if it is something that will get girls to start feeling rejuvenated and confident about
themselves, it is worth an investment.
This is a good idea because these young girls have a major influence on trends and where
brands are able to find their future opportunities. COVERGIRL needs to be part of this because
we want to show the consumer we care about their values and well-being as much or even more
than the profit.
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TARGET AUDIENCE ANALYSIS
Teenagers .
About 68% often buy a different brand just because they are curious
Provide an advanced peak into current and future trends
Establish and affect fashion and lifestyle trends
Teens are taking over. By next year, the United States teen (ages 12-17)3
population is expectedto reach almost 34 million4. As consumers, they are even more vocal because they know exactlywhat they want and where to go to find it. Plus, they have the most disposable income, so theirpurchasing behavior is one that many marketers covet.
Have a strong connection to individualism; realistic and optimistic
Dependent on new technologies for personal and other communications
Control-driven; expect to have control over media experiences
3Age group (Boys and Girls) defined in Teen Market Profile Magazine Publishers of America
4Teen Market Profile by Magazine Publishers of America w/ Media Mediamark Research, Inc.
0
1020
30
40
50
60
70
All Teens Ages 12-
13
Ages 14-
15
Ages 16-
17Series1 29 15.4 24.5 62.7
Series2 16.3 12.2 17.4 20.1
Millions
What Teens Earn and Spend
Series 1 = Median Employment Earnings
Series 2 = Median Spending Money
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TARGET AUDIENCE ANALYSIS (continued)
The chart below shows where teenage girls are most likely to shop.5 Collectively, teenage girlsshop more frequently than boys at most shopping venues. COVERGIRL products are currentlysold at discount stores and drugstores, two out of the three venues that were mentioned the most.
All Teens Teen Girls 14-15 16-17
Shopping Malls/Centers 57.7% 67.4% 57.7% 63.4%
Discount Stores 44.6 52.6 42.9 48.9
Drugstores 37.1 43.8 34.9 42.7Source:Teen Market Profile by Magazine Publishers of America w/ Media Mediamark Research, Inc.
Although teens are more tech savvy, most of their purchases are influenced from magazineadvertising. Cosmetics is one of the top product categories where teenage girls (12-17) purchasefrom ads seen in magazines. Cosmetics indexed at 108
6, the second highest among categories
such as apparel, hair care and food and beverages.
5Teen Market Profile by Magazine Publishers of America w/ Media Mediamark Research, Inc.
6Teen Market Profile by Magazine Publishers of America w/ Media Mediamark Research, Inc.
28%
34%
30%28%
28%
28%
Product Categories Purchased Based
on Magazine Ads Viewed by Teens
Video/DVD
New Movies in Theatres
Clothes
Music
Games
Makeup/Cosmetics
Source: Teen Market Profile by Magazine Publishers of America w/ Media
Mediamark Research, Inc
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POSITIONING STATEMENT
Among teenage girls 14-17 (target audience)
COVERGIRL (brand name)
is the brand of cosmetics (competitive set)
that provides a confident look(benefit)
that is youthful, light and fun (product support).
RATIONALE
The appeal to the teenage girl segment (14-17), will enable COVERGIRL to take its
cosmetics collections to the next level by enabling a spirit of confidence in these young girls that
will be hard to break.
COVERGIRL should embrace this new target segment because it is a great opportunity
for growth. If this campaign in success, this can open doors for new opportunities for more
creative promotions, and possible future product line extensions for this segment. For
COVERGIRL, this is the right thing to do because this campaign will show a continued
commitment to the maturation of strong, confident, beautiful young women.
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Uplift Yourself.
COVERGIRLS commitment to empowering beautiful, confident teenage girls 14-17
ADVERTISING
PRINT STRENGTHS (Magazines)
More than 28% of all teen spending has been influenced by glossy magazine adsCosmetics are among the top products advertised in magazines Magazine ads can be referred back to multiple times
PRINT WEAKNESSES (Magazines)
Magazine ads are expensiveLess control of ad placement in magazine; depends on relationship with publication andthe dollars spentProduct is not tangible; hard to show uses
ONLINE STRENGTHS
Extremely measurableLow costsSegmentation for specific target audiences
ONLINE WEAKNESSES
Annoyance factor with pop-adsClutterE-mail direct marketing is highly effective, but can pose an annoyance factor
NON-TRADTIONAL ADVERTISING STRENGTHS
Rapid and easy accessibility with mobile communicationsBrand loyalists and new consumers are able to connect through social media networksLow cost
NON-TRADTIONAL ADVERTISING WEAKNESSES
ClutterSegmentation for target audiencesNegative viral campaigns
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TACTICS and EXECUTIONS for ADVERTISING
Purchase ad space in popular teen magazines
with headline Want to know a secret? Youre
Beautiful.
Set-up free fan page on Facebook for COVERGIRL Teen; open forum for teen girlsto discuss usage of products, video demonstrations, sales and contest promotions
Insert a tab for COVERGIRL Teen on the websites homepagewww.covergirl.com/teen
Implement mobile text alerts that will drive teens to website or social media pages
For the Uplift Yourself COVERGIRL
Teen Campaign, it is important to
purchase ads in the magazines
teenage girls read the most. Those
magazines are for exampleSeventeen, Teen Vogue, and
CosmoGirl.
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UNCONVENTIONAL MEDIUM
SIDEWALK ADVERTISING
Remember drawing those hop-scotch boards on pavements, with sidewalk chalk, when
you were a kid? Fun, right?
Now, picture a sidewalk in a large city. The sidewalk is now an advertising medium,
instead of the hop-scotch pastime. Think about it. In large cities such as Chicago and New York,
thousands of people are walking. The heaviest trafficked times of the day are the morning hours,
lunch time and the afternoon rush to get home. Thats three times the exposure that
COVERGIRL would have to a consumer.
The sidewalk medium is an innovative way to make consumers connect with an image
that is memorable and effective. It is a medium in which the consumer can associate past
experiences and relate to them.
STRENGTHS
Long exposure times; similar to traditional outdoor mediums (i.e. billboards, LEDscreens)Placement in high trafficked areas by teen girls to increase exposure (i.e. malls, movietheatres, etc.)Low cost
WEAKNESSES
Uncontrollable weather conditions; ad may erode or gradually erase
Target audience cannot be easily segmentedCity street ordinances
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The sidewalk medium is attractive for COVERGIRL because it would be able to show
the products at use. The different faces of the COVERGIRL spokeswomen could be used as
well. Cosmetics depend on the picture. The cosmetics industry devotes a significant amount of
its budgeting dollars the outdoor, television and print mediums for advertising. The sidewalk
medium is a trendy, innovative way which identifies with COVERGIRL Cosmetics. Its a fun
medium that provides an array of ways to convey this message: Want to know a secret? Youre
beautiful. COVERGIRL.
Consumers will enjoy the anticipation of searching for these unexpected, attention-
grabbing vignettes on the city streets. Retailers would be a great partner with a trade promotion
placed directly in front of stores. The feedback would be measurable because a survey could be
provided when the product is purchased to see if sidewalk medium is effective.
Consumer purchasing behavior would also flourish, because these sidewalk mediums
would peak interest in the products. If placed on a sidewalk alongside the shops on Michigan
Avenue, the target audience will be captured at their footsteps.
Teenage girls shop! The fashionista would be ecstatic to see Rihanna, Drew Barrymore,
Ellen DeGeneres or Queen Latifahs face adorned with COVERGIRL products under their
feet. COVERGIRL Cosmetics are the perfect accessory for all of the great fashion buys she has
already found.
The sidewalk medium is a great visual. If done the correct way, it can resonate in a
consumer's mind when its time to make a purchase. The medium is simple, yet catchy and
effective.
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SALES PROMOTION
STRENGTHS
Increases salesOpportunity to gain new customers; teenage girls will tell their friendsOpportunity for trade promotion relationship for COVERGIRL distributors
WEAKNESSES
Brand perception is at risk depending on promotionFinding a personal angle that will appeal to teenage girlsP&G may suffer a profit loss if not successful
TACTICS and EXECUTIONS for SALES PROMOTION
Coupons
Offer a price-off
Buy 1 get 1 free
Free makeup product w/purchase
Mobile Text Alerts
Sign up viawww.covergirl.com/teento
receive text alerts about coupons andother special promos
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CONTEST PROMOTION
The COVERGIRL Teen Ultimate Beauty Search, with partner Ulta Beauty stores, is a newinitiative that is part of COVERGIRLs campaign to help combat negative body image
perception issues while encouraging self-expression and self-confidence. The COVERGIRLTeen Ultimate Beauty Search promotion is one that exemplifies our strategy to boost self-esteemand morale for our potential target audience of teenage girls 14-17.
This promotion will encourage and engage young girls to embrace their beauty by defining themeaning of their inner beauty in an essay format. COVERGIRLs goal for this campaign is toget young girls to focus on whats inside, because that is the ultimate beauty which enhances theoutside perception. If a young girl knows she is beautiful on the inside, her confidence levels willrise and she will be able to be strong enough to fight the urge to just fit in.
Essay topic: What does beauty mean to me? (at least 1 page, anything longer will bedisqualified)
Contest begins September 2, 2009 and will end December 2, 2009; winners will beannounced January 2010Prizes: 1
st- print ad and television commercial with newest COVERGIRL Selena
Gomez and a year supply of COVERGIRL Cosmetics; 2nd - $250 gift card courtesy ofUlta Beauty to be used on COVERGIRL Cosmetics productsContest entries and a 4x6 head-shot photo can be uploaded atwww.covergirl.com/teenoremailed [email protected] permission waiver must be signed before completing the entry; photos may beused in a later ad or promotional materials for COVERGIRLEntries judged by COVERGIRL brand managers from The Procter & GambleCompany
COVERGIRL
Selena Gomez
http://www.covergirl.com/teenhttp://www.covergirl.com/teenhttp://www.covergirl.com/teenmailto:[email protected]:[email protected]:[email protected]:[email protected]://www.covergirl.com/teen8/7/2019 Uplift Yourself Campaign - Methods of IMC Master's Project
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PUBLIC RELATIONS
STRENGTHS
Connect with teenage girls face to face through events
Build awareness about COVERGIRL Teen Ultimate Beauty Search campaign
Out in the community shows commitment to cause
WEAKNESSES
Must do a PR event along with another IMC tool; cannot stand alone
Hard to measure effectiveness (positive or negative)
Hard to close the deal and convince teenage girls to buy-in
TACTICS and EXECUTIONS for PUBLIC RELATIONS
Visit a select number of high schools to have chat sessions with teenage girls.Discussions can be led by COVERGIRL brand managers and COVERGIRL SelenaGomez alternating locationsCOVERGIRL Teen Ultimate Beauty Search kick-off party with COVERGIRL SelenaGomez
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FOR IMMEDIATE RELEASE
COVERGIRL Selena Gomez to host Teen Ultimate Beauty Search Kick-Off Party at Ulta
Beauty in downtown Chicago
Event will launch COVERGIRLs nationwide search for its newest face with a party that will
include free samples, COVERGIRL promotions, makeovers by a COVERGIRL make-up
artist, autographs from Selena Gomez and a chance to upload contest entries via the CG Cyber
Caf
(CHICAGO - Sept. 2, 2009) Chicagos teen queens, get ready! COVERGIRL Cosmetics is
launching its first ever COVERGIRL Teen Ultimate Beauty Search and we are coming to the
Windy City for the kick-off party! Award-winning actress/singer and star of Disney Channels
Wizards of Waverly Place, Selena Gomez our newest COVERGIRL, will host this event that
is sure to be an afternoon filled with fun, excitement and beauty.
Mark your calendars for Saturday, Sept. 5. The event will take place at Ulta Beauty, 114 S.
State St., in downtown Chicago from 1:00 p.m. - 4:00 p.m.
-more-
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COVERGIRL Teen Ultimate Beauty Search Kick-Off Party
Page 2 (Continued)
As part of this nationwide search, COVERGIRL invites all teenage girls, 14-17, to write a one-
page essay answering this question: What does beauty mean to me? The CG Cyber Caf will
be equipped with laptops that will allow the girls to upload their entries directly to
www.covergirl.com/teen.
This is a new initiative that is part of COVERGIRLs campaign to help combat body image
portrayal issues and raise low self-esteem two problems that most teenage girls in the United
States face today. COVERGIRL Cosmetics enhance the outer beauty that is already within.
Free samples of COVERGIRL products will be available. Gomez will sign autographs and be
available for photos with the girls, which will simulate an actual COVERGIRL print
advertisement. Molly Stern, COVERGIRLs celebrity makeup artist, will also provide free
makeovers and tips about the products.
The contest is open to all girls, ages 14-17, who are U.S. residents. The contest will go live via
www.covergirl.com/teen on Friday, Sept. 4.
-30-
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REFERENCES
Bungert, P. J. & Darnay, A. J. (2008). Cosmetics. Encyclopedia of Products & Industries
Manufacturing. 1, 327-335. Retrieved fromhttp://go.galegroup.com
The Procter & Gamble Company. (2009 Profile. Hoovers.
Retrieved fromhttp://search.ebscohost.com
Perfumes, cosmetics, and other toilet preparations. (2008). Encyclopedia of American
Industries. 5. Retrieved fromhttp://go.galegroup.com
Teen market profile. (2004). Magazine Publishers of America.
Retrieved fromhttp://www.magazine.org/marketprofiles
Weinshenker, N. (2002, March/April). Adolescents and body image: whats typical and
whats not. Child Study Center Letter. School of Medicine New York University.
6(4). Retrieved from:http://search.ebscohost.com
OTHER SOURCES:
www.covergirl.com
http://go.galegroup.com/http://go.galegroup.com/http://go.galegroup.com/http://search.ebscohost.com/http://search.ebscohost.com/http://search.ebscohost.com/http://go.galegroup.com/http://go.galegroup.com/http://go.galegroup.com/http://www.magazine.org/marketprofileshttp://www.magazine.org/marketprofileshttp://www.magazine.org/marketprofileshttp://search.ebscohost.com/http://search.ebscohost.com/http://search.ebscohost.com/http://search.ebscohost.com/http://www.magazine.org/marketprofileshttp://go.galegroup.com/http://search.ebscohost.com/http://go.galegroup.com/8/7/2019 Uplift Yourself Campaign - Methods of IMC Master's Project
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