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Cover Girl Clean Makeup

This article was originally published in The Rose Sheet

Executive Summary

Print ads, tagged "Everyone is beautiful in their own way," will break in July teen-targeted books such as YM, Teen and Seventeen, as well as Elle, Self and Allure, Procter & Gamble said. The Clean Makeup spots stress that "beauty also comes from within," and feature supermodels Tyra Banks and Niki Taylor, and several "real" people of all ages, personalities and ethnic groups, P&G said. Additional ad text reads "So fresh, they're not seeing your makeup, they're seeing you. Clean, for all the beautiful colors of you." A similar TV campaign broke in March. With the Clean Makeup campaign, P&G will turn its attention to its face products, after cleaning up its color business with well-supported seasonal color stories. Cover Girl holds a 40% unit share and 30% dollar share in the cosmetics face market, according to P&G...
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