Cover Girl Grows Advanced Radiance, Queen With Eye, Lip, Nail SKUs
This article was originally published in The Rose Sheet
Executive Summary
Procter & Gamble is supporting the launch of Cover Girl Advanced Radiance Restorative Cream Foundation with print and TV ads featuring spokesmodel Christie Brinkley early next year, the company says
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Procter & Gamble is supporting the launch of Cover Girl Advanced Radiance Restorative Cream Foundation with print and TV ads featuring spokesmodel Christie Brinkley early next year, the company says. Bowing in January, the item also will be promoted with in-store displays, P&G adds. Targeted to women age 35 and older who are "tired of looking tired," Restorative Cream Foundation is positioned as an age-defying, full-coverage product that gives skin a "luminous appearance like getting a full night's sleep," according to P&G. Formulated with the Olay -exclusive Glucosamine Complex, the foundation contains niacinamide and glycerine to hydrate and soften skin, creating a moisture barrier to help reduce the appearance of red, blotchy skin, the firm says. N-acetyl glucosamine improves this moisture barrier, reducing the appearance of hyper-pigmentation and improving skin's overall tone. Combined, the ingredients stimulate the production of hyaluronic acid beneath the skin's surface, "increasing tone and texture while reducing the appearance of fine lines and wrinkles," P&G says. The firm observes that hyaluronic acid, while already present in many beauty products, is ineffective when applied topically because the molecule is too large to penetrate the skin's surface. Injection is an alternate mode of delivery. Available in 15 shades including Ivory, Buff Beige, Soft Honey and Toasted Almond, Restorative Cream Foundation will retail for $9.99. The formula is an extension of the Advanced Radiance anti-aging collection, which debuted in September 2005 with Age-Defying Compact Foundation; the line also includes a liquid makeup and sheer moisturizing makeup (1 (Also see "Cover Girl Advanced Radiance Ad Campaign Will Feature Brinkley" - HBW Insight, 9 May, 2005.), p. 5). Other color cosmetic launches planned for January include VolumeExact Mascara and TruShine Lipcolor , P&G notes. Creating "high-impact, volumized lashes while maintaining a beautifully separated, clean lash look," VolumeExact features a brush with grooved bristles, specially designed to create the appearance of "twice as many lashes and up to four times the volume." "These microscopic grooves run the length of every bristle, completely surrounding each lash and allowing 50% more mascara to be delivered to individual lashes," P&G says. VolumeExact will be promoted with print and TV ads featuring spokesmodel Queen Latifah early next year, the company said. A nationwide newspaper coupon campaign also will help drive support. TruShine, a new collection of sheer lip colors, is formulated to match 97% of skin tones, P&G said. The line will offer 24 sheer, high-shine shades comprising pinks, mauves, wines, neutrals, reds and browns, which will be arranged on in-store displays according to fair, medium or deep skin tones, according to the firm. Shades include Powderpink Shine, Raspberry Shine and Bronzed Shine; each lip sheer will retail for $5.99. Separately, P&G says it will grow its Cover Girl Queen Collection with Jewels of the Sahara eye, lip and nail items. Inspired by Queen Latifah, the Queen Collection unfurled in January 2006, offering cosmetic shades designed specifically for African-American skin tones (2 (Also see "Marketing In Brief" - HBW Insight, 26 Sep, 2005.) Marketing In Brief). The Jewels of the Sahara release will include six new shades of Moisturizing Lip Color. Formulated with MoistureWear, which contains vitamins A and E, shades include Black Currant, Cherry Bomb and Pretty Penny; each will retail for $4.66. The lineup also features seven shades of Lip Gloss, including Flame, Mocha and Platinum Pink. Delivering shimmering color and lasting shine, the lip gloss will sell for $4.57 apiece. At $3.29 apiece, 10 newcomers to the Queen Collection's 1-Kit Eyeshadow selection will come in such hues as Down to Earth, Black Tie and Hot Toffee. Finally, three new shades of 3-in-1 Nail Color - Copper Penny, Rose Petals and Satin Sheets - are forthcoming among the "jewels," along with two new shades of Sparkling Nail Topcoat in Goddess and Gold Standard. Nail items will retail for $2.83 apiece. - Melina Vissat |