Cover Girl Cosmetics

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 s...

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...so very successful because of their unique forms of advertising and promotions. Contacting certain audiences which is their main target during different promotions is a wonderful way to go. Understanding advertising will better help you understand yourself and make you realize whom you really are and whom you will always be no matter how many cosmetics you buy.

Works Cited

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).