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Marketing in Brief: Cover Girl

This article was originally published in The Rose Sheet

Executive Summary

Cover Girl: "Spice It Up" fall color collection will be supported by print and television ads at "leadership levels," P&G said. Fall ads in women's and teen magazines and in-store displays will include consumer booklets with product information and application tips. The collection will be featured on the "Ask Cover Girl" Web site and toll-free hotline. Marketing efforts will spotlight new Cover Girl models Sarah Thomas and Lucy Gordon. The color collection includes five coordinating Continuous Color Self-Renewing lipstick and NailSlicks nail polish hues, including Tandoori and Ginger Snap. Available this fall, the new lipstick shades will be priced at $4.75, while the nail polishes will cost $2.25...
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