COVERGIRL Cosmetics: Take Beautiful Back

COVERGIRL, a US cosmetics brand owner, aimed to reach recession consumers who were cutting back on non-essentials with this campaign.

COVERGIRL Cosmetics: Take Beautiful Back

The Business Situation

Amidst the economic recession, over half of CPG shoppers claimed to have changed their shopping behavior vs. previous year. Cosmetics was at risk of "cutting back" behavior—consumers choosing to either (1) buy/use less often and/or (2) spend less or consider doing without ("trade out" risk). Brands that could provide practical and/or emotional value to drive preference were going to be the brands that ultimately won with consumers. This shift in shopping behavior was also resonating with prestige shoppers, who were now trading down to mass premium tier. These shoppers were seeking high...

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