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COVERGIRL
COVERGIRL Full Lash Bloom

RAN IN: United States

CLIENT
Procter & Gamble

AGENCY
Grey New York *Lead Agency

Michael Bengtsson, Creative Director
Amanda Peters, Senior Digital Strategist
Alice Ericsson, EVP Executive Creative Director
Jennifer Layton, Account Supervisor
Ernesto James, SVP Account Director
Seema Patel, EVP Account Director
Ellen Benveniste, Account Supervisor
Leigh Temple, Account Director, Shopper
Joe Lampertius, Global CEO, Shopper Marketing
Austin McDonnell, Account Executive
"


SUMMARY

When COVERGIRL lost the top eye spot to a slew of over-promising mascara competitors, they saw bottom-line impact from sales declines to the loss of retail display. They needed a quick and smart product launch. Step one? Identify an unmet shopper need: full, natural lashes. Step two? Develop Full Lash Bloom Mascara. Step three? Activate a store-back campaign that promoted and merchandised the new product based on how our target shopped in different retailers. The result? COVERGIRL regained their #1 position (4.5 share) and got 54% higher secondary display.

CASE VIDEO


Hero Medium: Retail Experience

Medium Featured On Video: Digital/Interactive, Ecommerce, Packaging, Print, Product Design, Retail Experience, Social Media, Sponsorship, TV

Audience: Teens (13-20)

Objectives: Build, defend brand position

Type: Business to Consumer

Classification: National

Language: English