COVERGIRL Raises the Beauty Bar


*Billboard Concert Marketing & Promotion Award Winner (2011)

CHALLENGE:  To create awareness for COVERGIRL’s NatureLuxe product line across the ‘Tween, ‘Teen and Young Adult demographic.

SOLUTION:  GPJ and our sister agency G7 created not only visual branding elements for COVERGIRL onsite, but also physical displays where fans could experience the glamour of COVERGIRL products including:
•    Mini-makeover stations
•    Red carpet walk for fans, complete with photo capture and a red carpet host
•    3D hand-heart photo area
•    Direct-to-fan mobile / social marketing
•    VIP Meet & Greets themed to take fans behind-the-scenes at Taylor’s COVERGIRL photo and commercial shoot
•    On-stage video display of Taylor’s COVERGIRL content
•    Life-size images of Taylor with COVERGIRL branding and call-to-actions with mobile short codes

RESULTS:   COVERGIRL branding blanketed the concourse and backstage areas at all 79 “Speak Now Tour” shows in North America, communicating the COVERGIRL experience and messaging of “revealing your inner beauty” to over 1.3 million fans. In addition, G7 brand ambassadors performed over 19,000 fan makeovers utilizing COVERGIRL products over the course of the tour.