Cover Girl Cosmetics Term paper

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Cover Girl Cosmetics

Why Cover Girl is one of the most successful cosmetic organizations since the 1960’s?

Cover Girl cosmetics have been the top-seller since 1961 and are still going strong. It is hard, with all the advanced lines of make-up for one product to go as far as Cover girl has, so how does Cover Girl cosmetics do it? A lot of Cover Girl’s strong, on going successes are due to changing the look of the product, exceptional promotions which the public can’t look over, giving a cosmetic appeal to both older and younger aged women and most importantly by using near perfect women and teens to model their products.

Although it’s wonderful that Cover Girl has been and still is so successful, it has put a dentation in today’s society in what women’s appearance should and shouldn’t be. Women and young adolescence are confused of what their appearance should be. Cover Girl has many famous models; one inparticular is the famous country singer Faith Hill. Faith is tall, skinny, and flawless. When women see models like her doing the advertising for Cover Girl, they automatically feel that they should look the same. Later in this paper I will go into semiotics which derives from the Greek word semeion meaning sign, it basically describes how people interpret different signs, such as models, and how these signs might effect one’s life and self-esteem.

Proctor & Gamble are the owners and starters of Cover Girl cosmetics. To keep up the success of Cover Girl they must keep on top of the advertising game to stay above the competitors. To do this they do many promotions, some include using famous singers, changing displays, giving away samples and one of the most important advertisement of all is the models Cover Girls incorporates in their ads.

Cover Girls did one promotion with Target stores to promote their product. They used the famous group 98 Degrees to make a sweepstakes called, “Fall in Love with 98 Degrees Sweepstakes.” The grand prizewinner of this sweepstakes is an appearance in the new 98 Degrees music video. This advertising doesn’t just take place in the Target stores; it also takes place in Teen magazine, stickers on the new 98 Degrees CDs, a national radio campaign, and the national Teen People magazine. Because it’s teens that mainly listen to the music that 98 Degrees produces, it’s the teens that this particular promotion is focused on. I see inside this advertisement that this might make teens feel that if they used Cover Girls products then and only then would they be worthy for such a wonderful experience. Young girls know that such a group as 98 Degrees doesn’t want an “ugly girl.”

Other promotions include things that we wouldn’t think mattered like store displays. Cover Girl cosmetics spruce up store displays at least once a month. That’s a lot of stores and work, but Cover Girl is planning on staying on top so they spend the money, which is about $63 million in ad support every year. In doing the changes in store displays they promote their new colors and new products to the public, keep in mind they do so mainly through the “perfection” of their models. The young and old want to stay on top of the new fashion trends, so promoting their new colors will always be a success and Proctor & Gamble is aware of this.

Also, with the $63 million spent on advertising every year, Cover Girl cosmetics sends samples in the mail and posts samples in cooperation with different magazines such as Elle, Cosmopolitan, Glamour, and these are just a few. The samples are focused upon the age groups of the readers and mail recipients. Proctor & Gamble is making mammoth changes everyday offering something for everyone. Trial size versions of Tinted Moisturizer will go to teenagers, while All Day Foundation samples will go to the older customers. Although Cover Girl has a large affect on teenagers, it’s proven they sell more products to women over 30 years of age.

Cover Girl has one of the largest mass lines in terms of items, with an estimated 800+ SKUs.

One other important advertisement Cover Girl uses is teaming up with different magazines to promote their products. In 1992 Cover Girl teamed up with YM magazine to promote their products. This special edition of YM was called “Love Special.” This particular promotion stayed on the newsstands for three months. Mark Clemens did the research for the title and said this was the most rated story line, love. These three months are crucial to YM and to Cover Girl, because they do a lot of surveys that help Cover Girl and YM stay on top of...

Adweek, L.P. “Cover Girl to sponsor a special June issue of YM on topic
relationships.” Mediaweek 26 April 1993 v3 n17 p4 (1)

Adweek, L.P. “Cover Girl Sweepstakes Ties to Target Stores.” Brandweek
26 July 1999 v40 i30 p1.
Adweek, L.P. “Makeover for Makeup.” Brandweek 6 Sept. 1999 v40 i33
p1.
Cosmetics International Cosmetic Products Report, “Cover Girl Bolsters it’s
Foundation.” July 1999 v15 i174 p11.
http://www.covergirl.com/models/sara/sara1.html, “Sarah Thomas.”
http://members.xoom.com/ XMCM/faith/news.htm, “Faith Hill.”
http://www.aber.ac.uk/~ednwww/Undgrad/ed30610/nnr501.html “Semiotic Analysis.”
Progressive Grocer, “Wicked for Halloween.” Oct. 1999 v78 i10 p122
Sloan, Pat. “Cover Girl Pays Attention to Both Brand and Product.”
Advertising Age 3 March 1997. v68 n9 P12 (1). You should cite this paper as follows:

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