Magazine Print Ad
(SPEC)
BRAND: CoverGirl
CHALLENGE: Create a one-page magazine ad for the iconic CoverGirl brand to promote a new lipstick called TrueMatch that enhances the wearer’s natural look without going over the top. It is made to go from day to night, keeping lips hydrated, comfortable, healthy and soft. The goal is to catch the target buyer’s attention and drive them to purchase at their local store.
SOLUTION: I researched CoverGirl’s current branding which has switched up to “I Am What I Make Up,” meaning that makeup isn’t about conforming to beauty standards but is used to express and transform into whatever version the wearer wants. Given that, I focused the theme on staying true to yourself, only amping up to the best version. It gives just that last bit of confidence to embolden a woman, a power lasting as long as the lipstick, day through night.
The tone of voice is fun, stylish, promotional but empowering. The call to action is urging the reader to “get the look” and to check out the many shades to find a matching tone at their local store. This represents the quest to finding yourself.