ASSIGNMENT: COVERGIRL was debuting a new lipstick that matches and enhances lip color.

CHALLENGE: Showing the target market that there is a new-concept of lipstick that is different than the regular colors that COVERGIRL has sold in the past.

MY STRATEGY: The focus was on creating an ad that was consistent and true to their brand voice, while introducing a new product that was not just makeup; it amplifies the wearer’s natural beauty. This self love angle is completely on-brand and a significant ad trait for the client.